Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 9 Business Classic 1: To build a gold store, you must cultivate both internally and externally ([-])
[-]. Internal design

How to carry out store planning
As a store owner, you must hope that customers will spend more time in the store and buy more things.

In order to achieve this goal, the four major requirements of "convenient access", "convenient walking", "convenient viewing" and "convenient purchase" must be met.In line with these requirements, we discuss the planning of the store from the following two points.

Customer Guidance Route: What route do you want customers to follow?
Generally, for small stores under 20 square meters, the basic design is to set up a display cabinet or display table in the center, allowing customers to surround it to form a "mouth-shaped" store.There is also a channel added in the middle to become a "figure 8" store.

The "customer guidance route" can be separated by display cabinets, cash registers, and try-on rooms.But should pay attention to the following principles:
1 Location of cash register and cash register
Unlike supermarkets, bookstores and other stores with many strangers, if you just look at the products, you can also enjoy the business types, such as clothing stores, jewelry stores, leather bag stores, pottery stores or daily necessities grocery stores, etc., should try to avoid displaying the cashier machine and your presence, as these things are usually an eyesore.

Special attention should be paid not to set the cash register next to the gate or directly opposite the gate.In case unfortunately it cannot be changed, then find a few tall plants or mirrors, mannequins for display or hangers to cover and divert customers' attention.

2 Arrangement of exhibits
Avoid arranging the same things in a straight line, so as not to be too monotonous.You can consider putting the product against the wall, or setting up a small table for the focus product introduction to increase the variety.

As long as you grasp the key points and arouse the curiosity of customers, "What is that?" "There seems to be something special there!"

As for the height of the exhibits, the display area at the entrance and around the checkout counter should be lower, and gradually increase the height towards the store and walls.

3 path width
Of course, this needs to be determined by the products you sell.Even for a small shop of no more than 20 square meters, it is best to leave a road about [-] to [-] centimeters wide. (However, some shops that are lively, popular, and cheap will deliberately leave only narrow passages to create the effect of "everything you want."

Especially around the display table and the cash register near the entrance, the space should be large so that the guests can move around comfortably, and they will not collide with each other when they pass by each other.

How to decorate your own shop

When it comes to decoration, people will naturally think of determining the decoration style or characteristics according to different store types.The main purpose of decoration in the general sense is to achieve beauty, cleanliness or a certain level, or to create a better store.For example, large restaurants generally have luxurious exterior decoration, and small flower shops generally create a bright, warm and elegant environment. These are decorations in the traditional sense.The decoration higher than this level is the decoration with advertising effect.This kind of decoration can generally give consumers a strong visual stimulation.Some store doors are decorated in unique and weird shapes, which give people a sense of ingenuity in appearance, so that they can quickly leave a strong impression on consumers. This decoration effect has an advertising effect.

A higher level of "decoration" is essentially no different from general "decoration", because it also needs to use various decorative materials to achieve a certain effect or purpose.But the fundamental difference is that it contains all the business philosophy of the entrepreneur. In layman's terms, it is "packaging".Now take the current catering industry as an example to explain the meaning of this decoration.

Anyone who has been in the catering industry or has not been in the catering industry knows that catering should be unique.Features include a wide range, including dishes, services, and operations.Many restaurants and restaurants have their own special dishes (or called main dishes, signature dishes), which are their "pillars of confidence".In the current fiercely competitive catering industry, a small number of them have won the market by relying on the "characteristics" of their dishes, and their business is decent, but most of them have not really attracted consumers or more "repeat customers".This part of the restaurant is constantly changing operators in the process of continuous transfer all the year round, which is destined to be a failed operation, or a failed "feature".Therefore, it is often not feasible to create "characteristics" purely from the dishes (excluding those who do rely on the characteristics or taste of the dishes to win customers or make a name for themselves).So, is there no need for the word "feature"?On the contrary, characteristics are indispensable, but this "characteristic" refers to the overall "characteristic".And this overall "characteristic" is accomplished through "decoration", and the "characteristics" of the dishes are formulated around the "decoration" characteristics.

Here, "decoration" has changed its past subsidiary status and become the "soul" of the restaurant.For example, there is a very popular flavor restaurant in Chengdu. Its restaurant is positioned in the folk flavor of eastern Sichuan. Many of its dishes are folk wild vegetables that used to be unrefined or slightly modified from rural farm dishes.Although there are many factors for its success, the essence lies in "decoration", and other factors are all completed around "decoration".Its carefully and naturally created windmills, stone mills, corn, peppers, and old tree roots are harmoniously arranged in the restaurant, which arouses many simple and beautiful memories and reveries in you.After consumers come to this environment, they not only have a refreshing feeling, but also a feeling of going home, a warm feeling, a feeling of excitement, a feeling of nature...all the feelings come, this is what people often say about the feeling of eating, eat atmosphere.These feelings and atmosphere come directly through this unique environment.In essence, the unique and characteristic decoration effect is the most direct reason for consumers to get a good feeling.

Of course, the characteristics of this decoration should be determined according to the overall positioning of the restaurant.The dress, language, surrounding slogans, trinkets, restaurant names, restaurant dishes, restaurant advertisements, etc. of the restaurant service staff all surround or set off the characteristic positioning of the restaurant.

The "decoration" feature is the first to impress consumers and make consumers linger.In fact, although the above-mentioned restaurant's dishes are very attractive in the advertisements, the taste is actually mediocre, but the reason why so many people flock there is self-evident.

There used to be a lot of hotels and restaurants that hyped the "old third class", and their success is very similar to the reason mentioned above. They made it clear that the target customers were the 1700 million educated youths back then.In terms of decoration and business varieties, we strive to highlight the main theme of "educated youth life".For example, "Old Chia Restaurant" has several single rooms, such as cave dwellings in northern Shaanxi, bamboo buildings in Yunnan, wooden houses in Northeast China, and yurts; A "sledge room" with pine walls, a table, and two benches; red peppers, old corn, kerosene lamps, and old satchels are hung on the walls of the "Old Sanji Shile City".One pile, one piece, all aroused the old educated youth's memories of their past life.The "specialty dishes" of these restaurants and hotels also have their own characteristics. For example, the "Old Three Great Reunion" dish has chicken, fish, and shrimp, and it is served with red tomatoes, green bitter gourd, and yellow pineapple. It is sour, sweet, bitter, spicy, and salty. , full of five flavors, just like the fate of the third generation, it tastes very special.Do a good job in the "decoration" part, create a unique atmosphere, and invest more in publicity, which will lay a good foundation for successful operation.

How to master the principle of "convenience in and out"
The atmosphere is elegant, and the goods seem to be quite complete. There are small pearl chains, gemstone necklaces and rings, and the prices seem to be quite reasonable.

This is the impression I get from a quick glance at the shop.

Customers don't really have big things to do right away, but it's rare for people to stop.

why?

Because the store really didn't have enough foothold, customers could only stand in the distance and admire the ingenious ornaments in the window, what's worse, it took a lot of effort to enter the door.

First of all, the store is located next to a narrow sidewalk, and it is very inconvenient for pedestrians to stop there.

Because in most people's minds, sidewalks are of course designed for pedestrians, and unless there are special circumstances, they cannot block the way of others.

Why can't the storefront shrink back a little more? In this way, wouldn't the difficulty be solved?

Because of the wrong design, the customers had to cross the sidewalk obliquely to the store from about [-] meters in front of the store, and slowly "approached" the window.

The windows are small, and the merchandise itself is also small, so unless you put your face close to the glass, you can't see what's on display.

It doesn't matter, anyway, the goods don't take up much space, if it is changed to a large window, it will not set off the value of the goods.

After finally getting rid of all the difficulties, when he was able to appreciate the jewelry in the window at a close distance, he inadvertently raised his head and saw a man sitting at the opposite counter, who looked like a boss, was looking at this side with sharp eyes.When the four eyes met, even the interest in shopping and looking at the window displays disappeared.

How should it be designed to make it easy for guests to enter and exit?

If the store is narrow, the best way is to shrink the store back, or simply cut off a corner to leave a space.

In this way, there is enough space outside the store for customers to stay and even attract them to enter the store.

Stores that are easy to lure customers into:

There is an open space in front of the store

A bright display window that can be seen by passers-by at a glance
Stores that are not easy to entice customers to enter:
shops line the edge of the road
There is no open space outside the entrance

The window is dark and narrow

As for the window, if the goods displayed are not small accessories such as jewelry, they should be as large as possible.

The location of the window is determined by the flow of people coming and going in front of the store.

Looking from the inside of the store, if there are more people from right to left, the left window should be bigger; if there are more people passing from left to right, the right window should be bigger.

In this way, people passing by will be able to easily see the products and focus their sights more closely.

It is also very important that the cash register should not be located where customers can look at you from the outside.If you want your customers to buy from you, you have to give them enough time to browse.

No matter how complete the merchandise, no matter how warm and courteous the customer service is, no matter how clean the store is, it is still not enough.Only by further improving the "structure" of the store itself, making it "easy to watch and convenient to enter and exit", can it attract customers.

What are the expression elements of store design

Generally speaking, the expression elements of interior design include color, lighting, music, corridor design, background decoration and so on.

According to expert statistics, 85% of the external information that people accept comes from vision. Therefore, color plays a decisive role in creating the atmosphere of the shopping environment.Studies have shown that for impulsive and cheap consumers, the environment of warm colors (such as red and yellow) has a strong inducing effect; while the environment of cool colors (such as blue and green) is suitable for rational consumers , can prompt them to choose calmly.The background color of the product display is also a factor worth considering. A harmonious background color often plays a good role in setting off the product.Such as jewelry, the background of black fabric will make it more eye-catching; and the color of baby products is generally the same or similar to white, pink, yellow, these colors should not be used as the background color of baby products, otherwise it will make the product lose its color.

Lighting can enrich the color and texture of products.Warm-colored light sources projected on warm-colored products can increase their chroma, and delicate light beams can increase the sense of space in the background of the product.The use of strong light or weak light to express the characteristics and style of the product will help to enhance the attractiveness; and the softness produced by the evolution of color and light, combined with the physical feeling of the space, can increase the affinity of the product.In a word, lighting can not only make the quality, grade and style of the goods clear at a glance, but also create an attractive shopping space through the association of light and color, the contrast of the background, the foil of the lamps and the just right angle of projection, so as to achieve Promotional Purposes.

Research on background music shows that: in retail stores with background music, the customer visit rate will increase by 15%; when the intensity of the sound is too high, the time spent by customers in the store will be reduced; The average store sales increase by 30%, it can be seen that background music also plays an important role in the sales of goods.

In short, it is one of the goals of specialty stores to rationally combine the internal expression elements of the retail store shopping environment to create a comfortable shopping space.

What are the basic principles of store lighting

Lighting has three functions, namely lighting, focusing and creating atmosphere.

1 overall lighting
Need to illuminate the lights of the entire store.Fluorescent lamps, fluorescent lamps, etc. can be used.

2 part lighting
Products and exhibits that you particularly want customers to pay attention to can be spotlighted.

3 decorative lighting
If you want to enhance the atmosphere in the store, and the lighting equipment itself has a performance nature, then the light bulbs and light tubes with special shapes are good choices.

若把整体照明的灯光当成一，那么店门前应有它的15至2倍，橱窗应有2至4倍，两侧墙壁陈列架应有15至2倍，中央部分也要有15至2倍。店铺最里面的部分由于特别暗，所以至少需有2至3倍的明亮度。

If the overall lighting is dimmed according to the benchmark, multiple spotlights are used to highlight the products, and decorative lighting is added, then the store will appear more lively and layered.

How to arrange the location of lighting equipment
When installing lighting fixtures, special care must be taken to avoid casting shadows on merchandise and aisles.The lights in the entire store are bright, but there is a shadow on the merchandise and aisles, and the shopping fun of customers is cut in half.

In addition, if you want to place a spotlight on the item, you can drop the light from obliquely above to create a little shadow to increase the three-dimensional effect and make the product look more beautiful.

Especially when you want to highlight all the exhibits or a single product, you can use this method to concentrate a few spotlights to emit light, or create the effect of light crossing from left and right.

You should first decide on the location of the main stage of the store and the lighting to be matched in order to arrange the location of the lighting equipment.

Therefore, lighting fixtures should be carefully selected and placed in suitable positions.

What is a successful lighting design
1 Avoid being too dazzling
If the light source shines directly on the eyes, it will make people feel dazzling and extremely uncomfortable, and if the lighting equipment is easy to be found, it will also give people a feeling of peeking into the background.Therefore, lighting fixtures should be carefully selected and placed in the correct position.

2 Convenience for routine work
Changing light bulbs and cleaning are routine tasks in the store, so convenience should be considered.If the cover is added to prevent the fluorescent lamp from being too dazzling, it will somewhat hinder the replacement of the bulb.Tracks can be installed so that the spotlight can change its position freely.

3 The overall impression of lighting

Generally speaking, the light of fluorescent lamps has the function of illuminating factories, offices, convenience stores, supermarkets, etc., that is to say, it has strong functions.

Fluorescent lamps are bluish-white lights, while incandescent lamps are slightly warm cream-colored lights, depending on the needs of the store, choose the right variety.

There are all kinds of lighting equipment on the market. When opening a store or refitting, don’t leave it all to the designer. You can also find the lighting equipment that suits the atmosphere of the store by yourself, whether it is a good material, color tone, or shape.

How to use color reasonably

1. Basic knowledge of color

The color can be divided into "red→orange (reddish, yellowish)→yellow→yellow-green→green→blue-green→blue→greenish blue→blue-purple→purple→red-purple→red" according to the color, forming a hue circle.

If a certain hue is the center, the colors on both sides of it are called similar colors, and the hue at the opposite position on the hue circle is a complementary color. With the complementary color as the center, there are five colors in total including two hues on both sides of the color circle. opposite hue".

Taking red as an example, reddish orange and reddish purple are its similar hues, blue-green is complementary, and yellow-green, green, blue-green, greenish blue and blue are opposite hues.

In addition, colors are also divided into warm and cool colors. Warm colors are red and orange, while blue and blue-green are cool colors.

As for the brightness of the color, the highest is white and the lowest is black.Warm colors and white with high brightness are expansive and extensible, while cool colors and black with low brightness are shrinkable and retrograde.

"Saturation" represents the degree of color saturation, the higher the saturation, the brighter and more gorgeous, and the lower the saturation, the darker it is.White and black are commonly referred to as "no color".

2. Successful color design

Color can be used to great effect.

Several colors of the same hue are integrated according to the difference in hue.

Adding a medium color to two very different colors can ease the sense of opposition and strengthen the connection with each other.

Choose the same, similar hue to unify the overall impression.

Use complementary and opposite colors to complement each other.

According to the order of the hue ring, the order of the lightness, and the order of the chroma, create a difference in shades and shades.

The hues are arranged according to warm → cold → warm → cool colors, and the hues are arranged according to light → dark → light → dark or thick → light → dark → light, strong → weak → strong → weak, so that it has a sense of hierarchy.

If the products are arranged horizontally, it is assumed that people's eyes are used to moving from left to right, so the hue level should be arranged according to "red→yellow→green" from the left, and the lightness should be displayed in order from high to low.If it is tandem, it is advisable to place products with high chroma on the top, and the lower the color, the lower the chroma.

In addition, every year there will be a popular color of the year.Of course, popular main colors should be introduced as early as possible when displaying products to catch customers' attention.

How to use the wall
The walls of the store have the function of attracting customers' attention, and the actual effect is far beyond people's imagination.

If the method is appropriate, it can convey the store's message more clearly and tell people the content of the products sold in the store.

In today's general stores, most of the parts below the display shelves are decorated with painstaking efforts, but the parts above are left vacant, which always makes people feel that something is missing.

Those who are good at doing business can even make the best use of the walls.Not just commodities, paintings, photos, and decorations, but all of them are materials that enrich the wall surface, and are used to decorate the part from the shelf to the ceiling, which will never be too monotonous.

(End of this chapter)