Store performance improvement plan
Part 1: Store performance improvement plan
Single store performance is the basis for sales activities. The good sales performance of the manufacturers comes from the sum of the performance of all retail stores. Improving the performance of a single store is the basic condition for achieving sales growth. KA stores are of course one of the core focuses of manufacturers and distributors. In response to the improvement of KA single store performance, Lianzhong Zhida experts believe that it can mainly start from six aspects of distribution, display, price, inventory, sales promotion and promotion:
First, distribution
Distribution is the basic work of store business management and the basis for the long-term development of single store business. Since different stores have different positions for the products they sell, distribution plans must be made for sales of different stores. For example, Metro's stores are mainly located next to the expressway. The main consumers are small wholesalers, enterprises and institutions. The requirements for goods are firstly low-priced, followed by large-packaged goods, which are convenient for consumers. buy. The general supermarkets are mainly located around the residential areas. The consumers facing them are mainly the surrounding consumer groups. The requirements for goods are firstly the people's livelihood products, mainly the goods that consumers often buy every day, basically all of them are individually packaged, the whole piece Less sales. Therefore, for different stores, it is necessary to develop different distribution plans in a targeted manner, and to have differentiated distribution requirements according to the different products that the store sells. And the KA department of many companies, the work in this area is missing.
In addition, because each store has a different location, the consumers it owns are different. The same supermarkets, some mainly open stores in residential areas, while others focus on opening stores in commercial areas. Generally speaking, shops that open stores in residential areas, such as fresh food, table foods, etc., are sold well in shops in commercial areas. Generally, snack food sales are better. When a supplier's products, snack foods and table foods are available, then stores that target different consumers should focus on the distribution of goods and distribute the goods according to the main consumer groups of the store.
The positioning of a store, or the level of consumption of the surrounding groups of the store, is also related to the distribution of the goods. Some shops are opened around high-end residential areas, and some shops are opened around residential areas with low income levels. For shops opened around high-end residential areas, the products distributed should be well-packaged, with high quality and high added value. commodity. For shops in the neighborhoods with lower incomes, the distribution of goods should be based on high quality, low price and high cost.
In general, for a single-store business, the most appropriate distribution is to get the right product through the retail store to the consumer who needs it. The high accuracy of merchandise distribution means that the merchandise is marketable. If it is not properly distributed, it will have a long-term adverse impact on the store's business.
So, how can manufacturers improve the accuracy of merchandise distribution?
For the target store business, first determine the SKUs that must be sold, and require all business personnel to distribute all of these SKUs to the store and sell them in all stores. It is mainly a product of the supplier's adaptable fist products and its main products, new products that must be promoted in a certain period of time, and so on. Each of the required SKUs is not the same and needs to be tailored to the specific local market conditions. Generally, a manufacturer needs to develop a must-sell SKU for the entire company, and then each region develops a must-sell SKU based on local conditions and is as detailed as possible to different stores.
For commodities that are in a recession, sales personnel can be required to selectively distribute, and there is no need to force them to enter the store.
For manufacturers with seasonal merchandise sales, seasonal distribution products are also required. For example, some products may be sold only for one holiday, and very few are sold at other times. For these products, seasonal distribution requirements must be established. Before the arrival of the peak season, the retailer negotiates to open the merchandise status and sell it on time. Handle inventory as soon as possible at the end of the sales season to prevent large returns from being returned after the end of the sales period.
Manufacturers should set up different distribution tables for their own products, according to the sales situation of different sales areas, according to the sales situation of different retail stores, and distribute the distribution forms to the hands of regions, cities, business executives and even salesmen. Marketing staff and market inspectors conduct regular inspections in accordance with the requirements of the distribution schedule to ensure that the distribution schedule is in place and lay the foundation for long-term sales.
Of course, the most ideal distribution is naturally the whole product distribution. In conditional stores, we should actively strive for the sales of all items, and at the same time do the work of inventory control and store display.
Second, the exhibition
How to conduct merchandise display is one of the most talked about in modern channel sales management, but there are many methods, lack of certain logic, and more emphasis on display techniques than why. At the same time as the church sales staff display skills, it is more necessary to teach the sales staff to think about how to do the display, and maximize the role of display resources marketing and display.
The primary issue of display is the question of where to place the product. All categories of goods, there is always a relatively fixed display position in the retail store, the primary problem in the display is to obtain the dominant position of the display in a relatively fixed display area, in other locations where special display is possible. Strive for the best display resources.
To choose a good display position, you must first understand the direction of the passenger flow line. The passenger flow line refers to the line that the consumer travels in the store. Since the entrance and exit of the store are relatively fixed, most consumers always follow a relatively fixed route and direction. In the store, we refer to all the routes that are coming to the consumer as an exhibition. The front side of the face, the display surface that is backed by the consumer's route of travel, is called the reverse side of the display surface. The merchandise display should try to choose the front side of the display surface such as the shelf, stacking code, etc., instead of the reverse side. Suppose a supplier has a stacking code in the middle of the main channel in a store, facing the direction of the consumer, and the stacking code of another competing product is connected with the stacking code of the supplier. If the supplier arranges a promoter to carry out on-site promotion between the two stacking codes, due to the direction of the flow of people, the promoter's promotion will block the consumer from hiding in front of their own stacking code, prompting the consumer to stay, purchase Commodities, then the competing products on the reverse side of the stack sales will be very miserable.
Similarly, in some supermarket checkout counters, there are also positive and negative distinctions. The position facing the cashier is generally referred to as the front, and the merchandise display should be placed in front of the cashier as much as possible, rather than on the back of the cashier. Because most consumers check out at the store, the first thing to focus on is the cashier for their cashier, and not look at the back, so the goods in the same direction as the cashier are more likely to be seen and purchased.
The second issue of the display is how to put it. After determining where the goods are placed, it is necessary to determine how the goods are placed. The first thing to grasp the goods is the position of the consumer's line of sight. Since the person's eyes are not 360° when looking at the object, there is always a certain angle. Generally, one person looks at the object at an angle of 60 degrees to the left and right, and has an upward angle of about 50 degrees. About 70 degrees down, this is the line of sight when a person's eyes are turning. If a person's eyes are looking straight ahead, he can see at most fourty-five degrees of objects up and down. In the store, if you want to let the goods be consumed for the first time, you must first find the consumer's line of sight. Generally, it is the best position on the shelf, the height of the person's eyes, or the position of the slightly lower one. The more the shelf is on the shelf with a small shelf spacing, the more obvious it is. Because the shorter the shelf spacing, the closer the consumer is to the merchandise, the narrower the line of sight. In the left and right orientation, select the consumer to enter the store, go down the stairs or enter the position that the shelf display area can see at first sight, and try to place the product in the position that the consumer can see at first sight.
In the exhibition, it should be vividly processed as much as possible, so that the goods "jump" out in the same category to attract the attention of consumers.
The third issue on display is how much to put. When the display position has been determined and the method has been determined, it is necessary to consider how many display positions a SKU occupies in a limited display resource, and how to coordinate each product display. Generally speaking, for special displays, such as stacking, etc., a special display position displays one product, and at most two products, mainly promotional items, main products or new products. Normal shelf display products, highlighting new products and main products, especially for new products, we must expand the display area of new products as much as possible, and actively cultivate new products.
The display of new products is generally close to the main products, because the main product of a brand is the most likely choice for consumers. Putting new products together with the main products means that the chances of new products being noticed by consumers will increase. Can promote the sale of new products.
In the coordination of various merchandise displays, it is also necessary to pay attention to centralized display. If a manufacturer has multiple brands of merchandise, then try to separate one brand from one brand and separate them separately, because different brands are targeting different consumption. crowd. At the same time, we also do competitive display. The brand display of this brand is as close as possible to the main competing products, so that the products of the same price and the same target consumer group compete together. If the product is positioned higher than other competing products, try to avoid other products to be displayed separately. If the product is positioned lower than other products, try to place the product display between the main competing products.
Third, the price
Price management is a very difficult aspect of retail store business management. Many manufacturers are struggling with price control. Not only small manufacturers, but also the price of many large manufacturers in the retail channel is out of control. The price is out of control means the main products. The price is sold, the lower the price of the commodity, the lower the profit, and the more the main commodity is sold.
Price chaos and vicious competition are the old problems that enterprises are least willing to mention and must face. Especially in the same area, price confusion has caused many manufacturers to suffer. Many companies have adopted different management methods, but they are basically the idea of “unified selling price and offenders being punished”. This method is theoretically feasible, but in the end it is mostly not effective. Some are because the retail price system is not reasonable, and some dealers sit large, the warnings to the manufacturers are not appropriate, some are vicious competition between dealers, and even for the sake of vindictive damage to the interests of manufacturers, so the final so-called unified price management The measure has become a piece of paper. In fact, to effectively manage the price, we must first let the dealers not price, and secondly, let the store not break the price. Finally, we must supervise the internal personnel and let them strictly control the price system.
Manage the dealer's price and let the dealers not price.
Retail price is related to the competitiveness of products and the reasonable profit source of distributors. It is also one of the important support for products to consumers and stimulate their purchasing desire. Therefore, it should be based on the development level of local market, residents' living standards and purchasing power. A number of factors, such as brand recognition and competitiveness, establish a reasonable and scientific retail price system.
For example, establish a city-wide unified signage price and minimum price in a city.
1. Regional uniform signage price
In the citywide, the price of Galanz air-conditioning signs for all retailers is strictly uniform. The manufacturer's salesperson calculates the price of the sign based on a certain percentage of the factory's supply price, and notifies all retailers and shopping guides in writing. It is required to mark the retail price at the price, that is, the so-called sign price, and stipulate that if there is no official written notice from the factory, it is not allowed to change and adjust it by itself.
The unification of the price of the sign is conducive to standardizing the market, forming a uniform and stable brand image for dealers and consumers, establishing the most basic confidence that everyone can maintain the market price, and laying the most necessary foundation for unifying the market price and avoiding vicious competition.
2. The city's unified minimum price
After the formation of a uniform signage price, in the actual sales process, some buyers and sellers of the mall can bargain, and the final transaction price will be lower than the price of the sign. In order to limit vicious competition, enterprises should set a uniform minimum price for the city, and the actual price of air conditioners should not be lower than the minimum price.
3. Pricing principles
In the process of determining the price of the sign and the minimum price, the following basic principles should be followed; first, there must be a reasonable profit margin for the distribution to protect their enthusiasm, so the pricing should not be too low; second, the overall price must be considered. The level of competition compared with other brands, so the pricing should not be too high; third, the sign price must have sufficient and reasonable space, so that customers can bargain, and it is convenient to carry out promotions in the form of profit-making, trade-in, etc.; The minimum price cannot be simply raised in a uniform ratio, and must be individually priced according to factors such as the local popularity of each model and the competitiveness of other brands of the same type of freezer.
Manage the price of the retailer so that the retailer does not break the price.
Retailers do not sell the price casually. The price breaks always have the reason for breaking the price. Generally speaking, there are only a few types: the sales performance is under pressure and cannot be completed; the low-price image is established to attract consumers. Competitors break the price, do follow-up; a certain SKU inventory is high, the supplier does not return; the customer relationship deteriorates, the purchase intentionally whole person; the transaction price adjustment does not talk, the price damage threatens the supplier and so on.
Retail discounts generally appear in the opening of new stores, a large number of consumers; store anniversary, festivals, highlighting the promotional atmosphere, some retailers require purchases must sell some products at a price; manufacturers week promotion price, Purchasing more promotional resources to obtain more competitive prices, and in the high inventory period, inventory can not be cleared when the inventory can not be processed.
Controlling price breaks must start from all aspects:
First of all, we must establish an early warning system for prices. The key to dealing with the price of the store is prevention. After the occurrence, the difficulty and cost will be high. The store will generally publish the price information on the DM Post for publicity. The sellers often have difficulty making changes due to the public influence. Therefore, it is necessary to establish an early warning mechanism to prevent the prior; before the store breaks the price, the buyer will place a large-volume order on the SKU. The salesperson must be alert to the abnormal order after receiving the order, and follow up the inventory and understand the buyer's order. The true intention.
Second, we must pay attention to the demand for procurement, and take advantage of the situation. If you know that the order is for inventory preparation for the sale of the price, take the initiative to follow up the buyer's demand, think about the problem from the perspective of the buyer, give the buyer better advice and solutions, help the buyer get what he wants, and resolve it with the situation.
Once again, after the price breaks occur, it is necessary to actively adjust in the process. It is not that the price will not be cleaned up when it is sold. If the price has already occurred, it should also actively communicate with the seller, use a better promotion plan than the price-selling sales to persuade the buyer to stop the price, correct the DM publication information, and do a good job of explaining the customer's work.
Finally, after the price breaks, we must find ways to reduce the loss of the price, and at the same time make serious negotiations with the retailers, do not quietly, the retailer feels that this supplier does not pay attention to the price, and finally intensified. If the price has become a fact, you can't convince the buyer to correct it; then you need to control the supply quantity, you need to supply it in small batches, or even not. If it is a malicious price, you can send a letter in the form of a formal official document. Give warnings, organize personnel to receive goods, minimize store inventory, and reduce negative impacts. At the same time, we also need to inform other customers on our own initiative, we must not evade, we need to actively face and communicate; use the least amount of resources to get the understanding and cooperation of other customers.
Supervise insiders and let them strictly control the price system.
The price management of many manufacturers In most areas, the target of monitoring and managing prices is the dealer. It is generally believed that market prices can be stabilized by appropriately constraining and supervising dealers. Therefore, in general, violations of price management are used to deduct rebates or reduce promotional resources to prevent dealers from bidding. However, the actual situation is that on the one hand, dealers are arrogant and arrogant in order to seize market share, and they do not take the “intimidation” of the factory at all; on the other hand, even if the dealers openly violate the price management, in order to get it. Back to the money, there are several factory salesmen who dare to kill the "killer" several rounds, all dealers know that your so-called price management is just a sham. The root cause of this failure is that the key to the supervision is to find the wrong one! As everyone knows, all the specific sales are done by the salesman and the shopping guide. In many cases, the price of each transaction, especially the bidding, is implemented by them. In order to complete sales and increase revenue, some business people and even regional managers are the initiators of the retail price war. Dealers have only played a role in fueling the situation. Therefore, to manage the price, the focus of supervision must be transferred to the guide. Establish a strong restraint mechanism, strictly monitor the price behavior of the purchaser, block the source of the bid, and urge the purchaser to strictly abide by the price management system, then the price will be stabilized and a good market order will be established.
As long as the correct monitoring object is determined, the factory has a way to manage the price. Especially for the dealers, the supervision of the guides is much easier and more effective. The specific approach is:
The salesperson and the guide are required to mark the retail price strictly according to the uniform price of the sign, and ask the promoter to fill in the price report. The terminal price is not marked as required, and the price report has to be dealt with seriously. For large items, such as home appliances, The setting may require the consumer to fill in the price statement, perform price verification, or request price supervision and complaints between the salespersons or the promoters.
Fourth, inventory
Store inventory management first needs to set the store safety stock, give reasonable advice orders, maintain shelf fullness, and increase the shelf inventory of fast moving consumer goods.
The supplier shall set up the safety stock of the store according to the shelf life of the product and the sales situation, and issue the inventory indicator to the salesman, and ask the salesperson to supervise the store inventory at any time according to the requirements of the safety stock. If the inventory quantity of a certain store is lower than the safety stock, it is required to investigate the responsibilities of the salesman and urge the salesperson to contact the store as soon as possible to place an order. When communicating with an order in a store, educate the salesperson to give the store a reasonable order, rather than waiting for an order. Because a store manager can't remember the inventory of all the suppliers' goods every day. Although the post-electronic orders help, the shortage of goods due to poor inventory control is a lot. Therefore, the result of asking the store manager to place an order is that the store manager does not know how many orders the supplier needs to order, and which SKUs need to place an order, so try to tell the store supervisor the detailed order quantity. After the order product arrives, the product will be put on the shelf at the first time, not in the back bin, unless the shelf has been fully filled.
Followed by the management of the temporary products: regular inspection, improve the display surface, timely detection and timely processing.
The most effective way to control the inventory is to ask the salesperson to check the store regularly and the promoters to report the inventory. The salesperson needs to inspect the store inventory regularly according to the patrol shop schedule, and ask the promoters to fill out the inventory report of the single product, so that the salesman and the promoters pay attention to the abnormal inventory. For products with too much inventory, it is necessary to expand the display surface in time and put high-inventory products on special display positions for sale. If the high-inventory product cannot be digested through the display adjustment, it is necessary to arrange the promotion in time. There are many ways to deal with temporary products, but try to reduce the cost of processing products.
Finally, we must work with retailers to manage inventory inventory:
First, we must establish mutual trust relationships, establish a common sense of value, and clarify the meaning of each other's efforts in inventory management. From the supplier's point of view, the store can be required to provide a detailed sales volume and computer inventory list every month, to clearly understand the current inventory status of the store, and to check the abnormal parts in time, do not accumulate the problem for too long. And there is no way to check it up. The store must also check the inventory with the supplier in time, and check the accuracy of the data with the supplier's inventory data. Only cooperation, only integrity is the best practice.
Master sales based on POS sales data. By referring to the daily sales volume of the product and the historical sales volume, the delivery quantity of the goods is arranged according to the sales situation. At the same time, the supplier's business personnel must have a full understanding of the sales of their products, and have certain responsibilities for the part of the order. Do not think that it is a unilateral thing in the store. When the current store is not very strong, Regularly provide reasonable orders to the store. This is also very helpful in helping to control inventory. In this regard, P&G is doing very well.
Reasonable control of inventory days, all kinds of products sold in supermarkets usually require a certain turnover rate. For example, the turnover rate of frozen dairy products must be controlled within 7 days, and the turnover days of fresh vegetables should be controlled within 2 days. . Defining the classification attributes of the products, and keeping the inventory turnover days of the products within a reasonable range. This is also a factor that must be considered when deciding on delivery.
To the store to ask their own promotional staff to participate in the inventory of the store, and the display of the display and warehouse, etc., can use the opportunity to promote the store to a certain degree of control of the store inventory. Promotional staff is a very good inventory manager. Suppliers should make good use of the role of promoters and include inventory management in the scope of the promoters' assessment.
Negotiate the goal of inventory management with the store, and take out a certain profit as a reward fund for the store. If the return rate and the loss rate of the goods in the store are less than a certain percentage within a year, they will be returned to a certain number of points, and the incentive method is used to enhance the control of the inventory control of the store.
Five, sales support
The sales promotion refers to the promotion means in the shopping mall, through the guidance, inspiration, stimulation and other means to encourage consumers to generate interest in purchasing goods, make purchasing decisions, purchase behaviors, assist counter sales personnel to sell goods, and increase profits.
The sales promotion is generally achieved through the recommendation of the sales assistants and the cooperation of the sales materials. In retail stores with large traffic and good sales, sales staff can be arranged for sales promotion activities. It can be carried out in the retail store or off-site, and the sales staff is trained by the competent business personnel.
The use of sales materials is one of the key factors to achieve good sales performance. It can effectively promote the brand image and convey product information. It is the product that stands out from many competing products. Commonly used promotional materials are: posters, string flags, hangtags, in-store light boxes, post-column advertisements, TG posters, floor stickers, etc., the sales staff should reasonably arrange the sales materials, display goods, and promote sales. In addition, shelf card, jump card, shelf frame, shelf strip, promotional gifts display, promotional content description card, etc. can also be used in the on-site sales promotion activities. Manufacturers can also directly add promotional materials to the product, such as product listings, food recipes, and so on. In the absence of ready-made sales materials, the sales staff is required to take materials locally and produce promotional materials such as posters.
Six, promotion
Promotions are the most direct and effective way to improve store performance, but in the process of working with retailers, the retailer's promotional goals and manufacturers' promotional goals are different. To do a good job in promotion activities, we must first find a balance from our own promotional goals and retailers' promotional goals, and rationally design promotional programs. Second, we must do a good job in preparing, negotiating, and implementing promotional activities. Finally, we must do a good job in evaluating promotional activities. .
As far as manufacturers are concerned, there are many goals for promotion, such as promoting brands, increasing sales, cracking down on competing products, promoting new products or digesting squeezed stocks. In the general promotion activities, the promotion of the manufacturers is generally a large-scale, national or regionally carried out, and it is required to increase the sales volume, while focusing more on the promotion of the brand, etc., attaching importance to the value-added purpose of the promotion activities, is a typical consumer. Guided promotion. However, the retailer's promotion method is very different from that of the manufacturer. The retailer's promotion is generally small, single store or several stores, individual retailers have national or regional overall promotion, retail. Commercial promotion focuses on commodities with high price-sensitive indexes, and focuses on stimulating consumers' impulse purchases, which is typical of shopper orientation.
Since the promotion methods of manufacturers and retailers are different, manufacturers should fully consider the retailer's understanding of the promotion when formulating the promotion plan. Some promotional programs look beautiful, but when they negotiate with retailers, they don't always get the support of retailers. The big reason is that manufacturers don't take into account the retailer's promotional requirements when making promotional plans.
After formulating a good promotion plan, the promotion preparation work should be implemented to the people, and the specific time points should be implemented to clarify the responsibilities of all those involved in the promotion activities. When preparing for the preparation of hard promotional resources, you should also prepare some soft resources, such as how to teach the business staff how to sell the promotion to the retailer, church promoters about the promotion and so on. When the promotion plan is sold, it is necessary to fully understand the retailer's demand for promotion, analyze the main factors of the retailer's performance source, the number of customers, customer unit price and consumer loyalty, find the breakthrough of the negotiation, and the manufacturer's Promotional program, translated into the retailer's promotional language. Don't talk about categories at the beginning of the purchase, talk about feelings, first understand the needs of the store, and then find the entry point for negotiations from the needs of the store. For example, when a retailer's main problem in this category of business is that the number of visitors is insufficient, the entry point for the promotion of the promotion plan can start from how to increase the number of visitors, telling the retailer how to promote the promotion. How to increase the arrival rate of the department, how to make the people who enter the department buy the goods of this category, etc., so that the sales effect of the promotion plan will be much better.
All promotions will be evaluated after the end of the promotion, find a better place to do this promotion, share with all the staff; find out the bad places of this promotion and conduct a review. For the best results of the promotion, try to share it with the retailer.
From the distribution, display, price, inventory, sales and promotion aspects to enhance the single store sales performance, the store needs to cooperate, so in the daily work, first of all need to maintain a good customer service level and good customer relationship, this It is the basis for all sales work.
The improvement of retail store performance can be carried out in terms of distribution, display, price, inventory, sales promotion and promotion. If these are sorted, the more advanced factors are more fundamental to the promotion of the store business, although the effect is more Not obvious, but it has achieved the basis for long-term sales growth. The more backward factors are, the easier it is for the store business to improve, and the immediate results. In the specific sales process, we need to take care of all six factors and work together from six aspects to achieve long-term and healthy development of the store business.
Part 2: Store Performance Improvement Program
Many clothing stores are in a non-profitable or negative-profit situation, and the operators do not know where to rectify them. The advertising companies or so-called professional consulting companies are not doing so because of the lack of scientific store management guidance. According to the market regulation of sex and reference, it is basically the same purpose to engage in some purposeless marketing activities. The result is often contrary to the original intention of the operators, and often it is more and more compensation.
Scientific analysis of profit improvement
The profit improvement of the store involves countless specific points, which are analyzed from the point of passenger flow:
For example, the daily traffic of the store is 100 people, and the sales volume of one day is 2,000 yuan. Our store operators can find the following three different solutions:
First, increase the flow of people
A very simple calculation method, now the store has 100 customers a day, the sales is 2,000 yuan, if you want to double the sales, the easiest way is to let the store's passenger flow reach 200 people / day.
By: 100 people = 2000 yuan, launched: 200 people = 4000 yuan.
How to make more people notice the store, is to capture the first impression of the customer group, it is recommended not to limit the eyes to short-term promotions, but through a good store visual image including window design, in-store clothing display, The image of the shopping guide attracts the attention of the customers to achieve the final long-term word-of-mouth effect.
Second, the number of customers to increase the existing passenger traffic
1) Increase the number of customers, that is, increase the number of transactions in the store. In other words, the increase in the number of customers who make purchases in the store in one day can also increase the turnover.
That is: if 50 people in 100 people have made a purchase; you can analyze
50 people X40 yuan = 2000 yuan launched: 80 people X40 yuan = 3200 yuan, that is to say, in the case of the average customer purchase amount unchanged, we can increase the turnover of the store customers can also increase the turnover.
The related factors that increase the number of customers include shopping atmosphere, category price, salesperson sales skills, etc. The image and style of the store must conform to the industry characteristics. In the price of certain cash flow products, there must be pricing that caters to the consumer psychology. Targeting products, regular products, seasonal products, and pricing strategies for convenience products to highlight the appeal of stores.
At the same time, we should strengthen professional training on shopping guides, so that shopping guides can quickly catch customers' buying points, recommend clothing suitable for customers, promote customers' desire to try on clothes, increase customers' time in the store, and use good sales skills to achieve sales. Transaction.
Third, increase customer unit price
The content of this item is mainly to improve the unit price and the number of customers.
analysis:
If 50 people in 100 people have made a purchase, the average person spends 40 yuan, you can analyze
50 people X40 yuan = 2000 yuan launched: 50 people X80 yuan = 4000 yuan, that is to say, in the case of the same number of purchases, we only need to increase the average purchase amount of customers can also increase the turnover.
The most effective way to increase the unit price is to sell the products together. For example, customers should try on a top. The best way to buy a dress is to immediately match the skirts and shoes that match them. Then, with a good handbag, necklace, earrings, bracelets, etc., depending on the season, you can also wear a series of clothing such as jackets and scarves. Therefore, the training guides have professional matching skills, which will greatly improve sales performance.
Part 3: Store Performance Improvement Program
1. Do a little better than the shop next door.
The store business is a bunch of business, consumers enter a specific business circle to buy their own satisfactory products, mainly the result of comparison. Keep in mind that consumers can only make direct product comparisons within a very limited range. Because of eating, as long as it is slightly better than the shop next door, it can significantly improve the business performance of the store.
Good or bad is the relative result after comparison. Some special shops, such as shops in tourist resorts, even if the goods are generally, the service level is difficult to compliment, the price is still high, still the customer is the door, the business is booming, the fundamental reason is that consumers can only choose in a limited range. There is not even a chance to choose.
In fact, the same is true of the commercial streets with shops. Consumers only make consumption choices from limited information and directly within their own perspective. Shop competition is definitely a limited competition business, and the competition mainly comes from the shop next door. The next door here refers to a limited area, usually within walking distance of 500 meters.
According to this principle, if your store is a little worse than the store next door, although it is excellent, it will not work either. Business is booming is impossible.
2, excellent salesperson can improve business performance by 20%
Experienced store owners know that excellent store salespersons can easily improve their business performance by more than 20%. If you don't believe, you can check the sales statistics of the store salesperson.
In the modern store business, more than 60% of the turnover comes from the purchase behavior of consumers' temporary decision-making, which means that many consumers temporarily decide to purchase specific products at the sales site.
We know that good store design and decoration, marketable product lines, and various promotional activities, knowledge to attract consumers to enter the store to browse the effect, whether the purchase depends largely on the salesperson's sales skills, excellent salesperson They are all sales experts who can make customers willing to pay for their pockets.
Excellent salespersons are the result of learning and training on the one hand, and talented factors on the other. The most important thing is the experience of on-site sales of specific industry goods.
20%的經營業績意味著每月多收益幾千元甚至上萬元，經營店鋪絕對不可忽視這個因素。
3、重點經營店鋪的“當家”商品
做生意有一個“80/20”的規律。也就是說，店鋪經營業績的80%來源於20%的商品。這也是做事情抓重點的體現。
仔細分析一下店鋪商品的銷售資訊，就會發現特定時期內，有幾種商品特別暢銷，幾乎每天都是店鋪銷售排行榜上的前幾名。如果缺貨，一些顧客還提前預定。
這些暢銷的商品就是店鋪的“當家”商品。經營店鋪只要把握這些“當家”商品，就可以維持店鋪基本的營業額與利潤，店鋪生意就可以平穩進行。
特定階段店鋪如果沒有當家商品，很快就會陷入麻煩的境地，店鋪一切都很好，就是不賣貨，幾乎找不出經營下降的直接原因，各種促銷措施也沒有太大的作用。如果出現這種情況，多半是點鋪沒有當家商品。
實務中很簡單，如果一段時間內，沒有幾種商品一直雄居銷售排行榜的前幾名，就必須注意，應當尋找新的當家商品。
牢記一點，當家商品一定要有，而且貨源還必須充足。
4、旺季一點要“熱賣”
幾乎所有的店鋪生意都有特定的銷售周期，具有明顯的淡季旺季。一般情況下，旺季占總營業額的70%以上很正常。因此，經營店鋪必須做到旺季要“熱賣”。
經營皮草店鋪，如果每年的10—12月，經營業績沒有完成60%，全年的生意一般就看地很淡;賣太陽眼鏡，4—5月生意不火，一年的生意也就看得見。旺季是店鋪生意最關鍵的時期，一定要重點把握。
旺季熱賣有幾點必須注意：
1)商品提前準備好，貨源充足。
2)是及時發掘當季的“當家”商品，重點管理，尤其是貨源一定要充足。
3)有效的促銷措施一定要到位，在店鋪內製造“熱賣”氣氛。
5、充分利用銷售淡季
店鋪出現淡季是很正常的現象，這是市場本身的特徵，不是店鋪所能改變的。淡季的直接表現就是營業額長期處於很低的水平，一般的促銷措施根本無力改變這種情形。店鋪應對銷售淡季有三個有效措施：
1)降低固定的店鋪維持費用，例如減少工作人員，將一部分店鋪場地出租。
2)出奇制勝，使淡季不淡。例如，反季節銷售，冬天賣夏天的商品，夏天賣冬天的商品，關鍵就是價格必須有足夠的吸引力。根據經驗，低於5折銷售就不會理想。因此，必須與生產企業密切合作，也生產企業共同處理大量的過季商品。
3)臨時經營其他生意，賣皮草的店鋪改賣太陽眼鏡就是一個很好的策略。
總之，店鋪只要開門一天，固定的費用肯定是要支付的，如何利用淡季，是經營店鋪必須慎重考慮的問題。
6、顧客變“常客”
很多店鋪生意都是依靠“常客”維持的。增加店鋪的常客，是提升經營業績的有效方法。
使顧客變常客的方法很多，本質上都是使顧客獲得額外的利益，包括物質和精神的兩個方面。
VIP卡就是一種有效的措施，就是給予特定顧客的優惠卡，顧客可以憑藉VIP卡獲得優惠，例如打折。實務中VIP卡應當製作精美，不能過濫。
積分獎勵也是一種有效的措施，也就是根據顧客採購的金額累計積分，達到一定程度就可以獲得各種優惠待遇，可以是贈送購物券、獎品，或者是參與抽獎。
最關鍵的一點是重視店鋪營業員的作用，如果營業員的記憶力足夠好，能夠認出店鋪的常客，並給予常客的待遇，例如稱呼姓名、聊聊家常、提供更加貼切的購物建議等，顧客的滿意程度將會提高，甚至介紹自己的親朋好友來店鋪消費。
常客是店鋪的最佳廣告途徑。
7、靚貨是關鍵
經營店鋪，說到根本還是在於店鋪的“商品”。牢記一點，店鋪生意最本質的功能就是為消費者提供合適的商品，其他都是為這一個目標服務的輔助手段。
儘管市場上各種商品琳琅滿目，在消費者日益個性化的今天，很多消費者還是很難購買到自己真正滿意的商品，他們為了選購到滿意的商品，往往會花費大量的時間和精力，並且樂此不疲。
因此，籌集適銷對路的商品是提高店鋪經營業績的核心，這一點怎么強調都不過分。
8、集團消費要把握
店鋪生意很多都是散客，但集團消費卻不能忽視。往往一單集團消費的生意，就是店鋪正常一個月的營業額。
掌握集團消費的重點有兩個，首先就是主動出擊，對可能的集團消費者緊追不放。其次，不能當作散客對待，應當給予大買主應有的待遇，包括價格的優惠、特殊的服務、滿足特殊的要求，甚至給予一定的商業信用。
9、老闆坐店
提高店鋪生意還有一個立桿見影的措施，就是老闆親自坐店。
老闆親自坐店有三個好處：
1)、直接打點生意，可以掌握最直接有效的市場資訊。
2)、老闆現場管理，工作人員一般都會更加努力工作，自然會提高經營業績。
3)、老闆可以現場決策，處理一些棘手的瑣事，這些瑣事可能影響店鋪的經營業績，甚至是信譽。例如，價格的靈活決策;顧客投訴的迅速處理。
店鋪生意是“守”出來的，老闆在條件允許的情況下，都應當坐店。根據經驗，老闆親自坐店的店鋪經營業績一般要高於老闆不坐店的店鋪。
Single store performance is the basis for sales activities. The good sales performance of the manufacturers comes from the sum of the performance of all retail stores. Improving the performance of a single store is the basic condition for achieving sales growth. KA stores are of course one of the core focuses of manufacturers and distributors. In response to the improvement of KA single store performance, Lianzhong Zhida experts believe that it can mainly start from six aspects of distribution, display, price, inventory, sales promotion and promotion:
First, distribution
Distribution is the basic work of store business management and the basis for the long-term development of single store business. Since different stores have different positions for the products they sell, distribution plans must be made for sales of different stores. For example, Metro's stores are mainly located next to the expressway. The main consumers are small wholesalers, enterprises and institutions. The requirements for goods are firstly low-priced, followed by large-packaged goods, which are convenient for consumers. buy. The general supermarkets are mainly located around the residential areas. The consumers facing them are mainly the surrounding consumer groups. The requirements for goods are firstly the people's livelihood products, mainly the goods that consumers often buy every day, basically all of them are individually packaged, the whole piece Less sales. Therefore, for different stores, it is necessary to develop different distribution plans in a targeted manner, and to have differentiated distribution requirements according to the different products that the store sells. And the KA department of many companies, the work in this area is missing.
In addition, because each store has a different location, the consumers it owns are different. The same supermarkets, some mainly open stores in residential areas, while others focus on opening stores in commercial areas. Generally speaking, shops that open stores in residential areas, such as fresh food, table foods, etc., are sold well in shops in commercial areas. Generally, snack food sales are better. When a supplier's products, snack foods and table foods are available, then stores that target different consumers should focus on the distribution of goods and distribute the goods according to the main consumer groups of the store.
The positioning of a store, or the level of consumption of the surrounding groups of the store, is also related to the distribution of the goods. Some shops are opened around high-end residential areas, and some shops are opened around residential areas with low income levels. For shops opened around high-end residential areas, the products distributed should be well-packaged, with high quality and high added value. commodity. For shops in the neighborhoods with lower incomes, the distribution of goods should be based on high quality, low price and high cost.
In general, for a single-store business, the most appropriate distribution is to get the right product through the retail store to the consumer who needs it. The high accuracy of merchandise distribution means that the merchandise is marketable. If it is not properly distributed, it will have a long-term adverse impact on the store's business.
So, how can manufacturers improve the accuracy of merchandise distribution?
For the target store business, first determine the SKUs that must be sold, and require all business personnel to distribute all of these SKUs to the store and sell them in all stores. It is mainly a product of the supplier's adaptable fist products and its main products, new products that must be promoted in a certain period of time, and so on. Each of the required SKUs is not the same and needs to be tailored to the specific local market conditions. Generally, a manufacturer needs to develop a must-sell SKU for the entire company, and then each region develops a must-sell SKU based on local conditions and is as detailed as possible to different stores.
For commodities that are in a recession, sales personnel can be required to selectively distribute, and there is no need to force them to enter the store.
For manufacturers with seasonal merchandise sales, seasonal distribution products are also required. For example, some products may be sold only for one holiday, and very few are sold at other times. For these products, seasonal distribution requirements must be established. Before the arrival of the peak season, the retailer negotiates to open the merchandise status and sell it on time. Handle inventory as soon as possible at the end of the sales season to prevent large returns from being returned after the end of the sales period.
Manufacturers should set up different distribution tables for their own products, according to the sales situation of different sales areas, according to the sales situation of different retail stores, and distribute the distribution forms to the hands of regions, cities, business executives and even salesmen. Marketing staff and market inspectors conduct regular inspections in accordance with the requirements of the distribution schedule to ensure that the distribution schedule is in place and lay the foundation for long-term sales.
Of course, the most ideal distribution is naturally the whole product distribution. In conditional stores, we should actively strive for the sales of all items, and at the same time do the work of inventory control and store display.
Second, the exhibition
How to conduct merchandise display is one of the most talked about in modern channel sales management, but there are many methods, lack of certain logic, and more emphasis on display techniques than why. At the same time as the church sales staff display skills, it is more necessary to teach the sales staff to think about how to do the display, and maximize the role of display resources marketing and display.
The primary issue of display is the question of where to place the product. All categories of goods, there is always a relatively fixed display position in the retail store, the primary problem in the display is to obtain the dominant position of the display in a relatively fixed display area, in other locations where special display is possible. Strive for the best display resources.
To choose a good display position, you must first understand the direction of the passenger flow line. The passenger flow line refers to the line that the consumer travels in the store. Since the entrance and exit of the store are relatively fixed, most consumers always follow a relatively fixed route and direction. In the store, we refer to all the routes that are coming to the consumer as an exhibition. The front side of the face, the display surface that is backed by the consumer's route of travel, is called the reverse side of the display surface. The merchandise display should try to choose the front side of the display surface such as the shelf, stacking code, etc., instead of the reverse side. Suppose a supplier has a stacking code in the middle of the main channel in a store, facing the direction of the consumer, and the stacking code of another competing product is connected with the stacking code of the supplier. If the supplier arranges a promoter to carry out on-site promotion between the two stacking codes, due to the direction of the flow of people, the promoter's promotion will block the consumer from hiding in front of their own stacking code, prompting the consumer to stay, purchase Commodities, then the competing products on the reverse side of the stack sales will be very miserable.
Similarly, in some supermarket checkout counters, there are also positive and negative distinctions. The position facing the cashier is generally referred to as the front, and the merchandise display should be placed in front of the cashier as much as possible, rather than on the back of the cashier. Because most consumers check out at the store, the first thing to focus on is the cashier for their cashier, and not look at the back, so the goods in the same direction as the cashier are more likely to be seen and purchased.
The second issue of the display is how to put it. After determining where the goods are placed, it is necessary to determine how the goods are placed. The first thing to grasp the goods is the position of the consumer's line of sight. Since the person's eyes are not 360° when looking at the object, there is always a certain angle. Generally, one person looks at the object at an angle of 60 degrees to the left and right, and has an upward angle of about 50 degrees. About 70 degrees down, this is the line of sight when a person's eyes are turning. If a person's eyes are looking straight ahead, he can see at most fourty-five degrees of objects up and down. In the store, if you want to let the goods be consumed for the first time, you must first find the consumer's line of sight. Generally, it is the best position on the shelf, the height of the person's eyes, or the position of the slightly lower one. The more the shelf is on the shelf with a small shelf spacing, the more obvious it is. Because the shorter the shelf spacing, the closer the consumer is to the merchandise, the narrower the line of sight. In the left and right orientation, select the consumer to enter the store, go down the stairs or enter the position that the shelf display area can see at first sight, and try to place the product in the position that the consumer can see at first sight.
In the exhibition, it should be vividly processed as much as possible, so that the goods "jump" out in the same category to attract the attention of consumers.
The third issue on display is how much to put. When the display position has been determined and the method has been determined, it is necessary to consider how many display positions a SKU occupies in a limited display resource, and how to coordinate each product display. Generally speaking, for special displays, such as stacking, etc., a special display position displays one product, and at most two products, mainly promotional items, main products or new products. Normal shelf display products, highlighting new products and main products, especially for new products, we must expand the display area of new products as much as possible, and actively cultivate new products.
The display of new products is generally close to the main products, because the main product of a brand is the most likely choice for consumers. Putting new products together with the main products means that the chances of new products being noticed by consumers will increase. Can promote the sale of new products.
In the coordination of various merchandise displays, it is also necessary to pay attention to centralized display. If a manufacturer has multiple brands of merchandise, then try to separate one brand from one brand and separate them separately, because different brands are targeting different consumption. crowd. At the same time, we also do competitive display. The brand display of this brand is as close as possible to the main competing products, so that the products of the same price and the same target consumer group compete together. If the product is positioned higher than other competing products, try to avoid other products to be displayed separately. If the product is positioned lower than other products, try to place the product display between the main competing products.
Third, the price
Price management is a very difficult aspect of retail store business management. Many manufacturers are struggling with price control. Not only small manufacturers, but also the price of many large manufacturers in the retail channel is out of control. The price is out of control means the main products. The price is sold, the lower the price of the commodity, the lower the profit, and the more the main commodity is sold.
Price chaos and vicious competition are the old problems that enterprises are least willing to mention and must face. Especially in the same area, price confusion has caused many manufacturers to suffer. Many companies have adopted different management methods, but they are basically the idea of “unified selling price and offenders being punished”. This method is theoretically feasible, but in the end it is mostly not effective. Some are because the retail price system is not reasonable, and some dealers sit large, the warnings to the manufacturers are not appropriate, some are vicious competition between dealers, and even for the sake of vindictive damage to the interests of manufacturers, so the final so-called unified price management The measure has become a piece of paper. In fact, to effectively manage the price, we must first let the dealers not price, and secondly, let the store not break the price. Finally, we must supervise the internal personnel and let them strictly control the price system.
Manage the dealer's price and let the dealers not price.
Retail price is related to the competitiveness of products and the reasonable profit source of distributors. It is also one of the important support for products to consumers and stimulate their purchasing desire. Therefore, it should be based on the development level of local market, residents' living standards and purchasing power. A number of factors, such as brand recognition and competitiveness, establish a reasonable and scientific retail price system.
For example, establish a city-wide unified signage price and minimum price in a city.
1. Regional uniform signage price
In the citywide, the price of Galanz air-conditioning signs for all retailers is strictly uniform. The manufacturer's salesperson calculates the price of the sign based on a certain percentage of the factory's supply price, and notifies all retailers and shopping guides in writing. It is required to mark the retail price at the price, that is, the so-called sign price, and stipulate that if there is no official written notice from the factory, it is not allowed to change and adjust it by itself.
The unification of the price of the sign is conducive to standardizing the market, forming a uniform and stable brand image for dealers and consumers, establishing the most basic confidence that everyone can maintain the market price, and laying the most necessary foundation for unifying the market price and avoiding vicious competition.
2. The city's unified minimum price
After the formation of a uniform signage price, in the actual sales process, some buyers and sellers of the mall can bargain, and the final transaction price will be lower than the price of the sign. In order to limit vicious competition, enterprises should set a uniform minimum price for the city, and the actual price of air conditioners should not be lower than the minimum price.
3. Pricing principles
In the process of determining the price of the sign and the minimum price, the following basic principles should be followed; first, there must be a reasonable profit margin for the distribution to protect their enthusiasm, so the pricing should not be too low; second, the overall price must be considered. The level of competition compared with other brands, so the pricing should not be too high; third, the sign price must have sufficient and reasonable space, so that customers can bargain, and it is convenient to carry out promotions in the form of profit-making, trade-in, etc.; The minimum price cannot be simply raised in a uniform ratio, and must be individually priced according to factors such as the local popularity of each model and the competitiveness of other brands of the same type of freezer.
Manage the price of the retailer so that the retailer does not break the price.
Retailers do not sell the price casually. The price breaks always have the reason for breaking the price. Generally speaking, there are only a few types: the sales performance is under pressure and cannot be completed; the low-price image is established to attract consumers. Competitors break the price, do follow-up; a certain SKU inventory is high, the supplier does not return; the customer relationship deteriorates, the purchase intentionally whole person; the transaction price adjustment does not talk, the price damage threatens the supplier and so on.
Retail discounts generally appear in the opening of new stores, a large number of consumers; store anniversary, festivals, highlighting the promotional atmosphere, some retailers require purchases must sell some products at a price; manufacturers week promotion price, Purchasing more promotional resources to obtain more competitive prices, and in the high inventory period, inventory can not be cleared when the inventory can not be processed.
Controlling price breaks must start from all aspects:
First of all, we must establish an early warning system for prices. The key to dealing with the price of the store is prevention. After the occurrence, the difficulty and cost will be high. The store will generally publish the price information on the DM Post for publicity. The sellers often have difficulty making changes due to the public influence. Therefore, it is necessary to establish an early warning mechanism to prevent the prior; before the store breaks the price, the buyer will place a large-volume order on the SKU. The salesperson must be alert to the abnormal order after receiving the order, and follow up the inventory and understand the buyer's order. The true intention.
Second, we must pay attention to the demand for procurement, and take advantage of the situation. If you know that the order is for inventory preparation for the sale of the price, take the initiative to follow up the buyer's demand, think about the problem from the perspective of the buyer, give the buyer better advice and solutions, help the buyer get what he wants, and resolve it with the situation.
Once again, after the price breaks occur, it is necessary to actively adjust in the process. It is not that the price will not be cleaned up when it is sold. If the price has already occurred, it should also actively communicate with the seller, use a better promotion plan than the price-selling sales to persuade the buyer to stop the price, correct the DM publication information, and do a good job of explaining the customer's work.
Finally, after the price breaks, we must find ways to reduce the loss of the price, and at the same time make serious negotiations with the retailers, do not quietly, the retailer feels that this supplier does not pay attention to the price, and finally intensified. If the price has become a fact, you can't convince the buyer to correct it; then you need to control the supply quantity, you need to supply it in small batches, or even not. If it is a malicious price, you can send a letter in the form of a formal official document. Give warnings, organize personnel to receive goods, minimize store inventory, and reduce negative impacts. At the same time, we also need to inform other customers on our own initiative, we must not evade, we need to actively face and communicate; use the least amount of resources to get the understanding and cooperation of other customers.
Supervise insiders and let them strictly control the price system.
The price management of many manufacturers In most areas, the target of monitoring and managing prices is the dealer. It is generally believed that market prices can be stabilized by appropriately constraining and supervising dealers. Therefore, in general, violations of price management are used to deduct rebates or reduce promotional resources to prevent dealers from bidding. However, the actual situation is that on the one hand, dealers are arrogant and arrogant in order to seize market share, and they do not take the “intimidation” of the factory at all; on the other hand, even if the dealers openly violate the price management, in order to get it. Back to the money, there are several factory salesmen who dare to kill the "killer" several rounds, all dealers know that your so-called price management is just a sham. The root cause of this failure is that the key to the supervision is to find the wrong one! As everyone knows, all the specific sales are done by the salesman and the shopping guide. In many cases, the price of each transaction, especially the bidding, is implemented by them. In order to complete sales and increase revenue, some business people and even regional managers are the initiators of the retail price war. Dealers have only played a role in fueling the situation. Therefore, to manage the price, the focus of supervision must be transferred to the guide. Establish a strong restraint mechanism, strictly monitor the price behavior of the purchaser, block the source of the bid, and urge the purchaser to strictly abide by the price management system, then the price will be stabilized and a good market order will be established.
As long as the correct monitoring object is determined, the factory has a way to manage the price. Especially for the dealers, the supervision of the guides is much easier and more effective. The specific approach is:
The salesperson and the guide are required to mark the retail price strictly according to the uniform price of the sign, and ask the promoter to fill in the price report. The terminal price is not marked as required, and the price report has to be dealt with seriously. For large items, such as home appliances, The setting may require the consumer to fill in the price statement, perform price verification, or request price supervision and complaints between the salespersons or the promoters.
Fourth, inventory
Store inventory management first needs to set the store safety stock, give reasonable advice orders, maintain shelf fullness, and increase the shelf inventory of fast moving consumer goods.
The supplier shall set up the safety stock of the store according to the shelf life of the product and the sales situation, and issue the inventory indicator to the salesman, and ask the salesperson to supervise the store inventory at any time according to the requirements of the safety stock. If the inventory quantity of a certain store is lower than the safety stock, it is required to investigate the responsibilities of the salesman and urge the salesperson to contact the store as soon as possible to place an order. When communicating with an order in a store, educate the salesperson to give the store a reasonable order, rather than waiting for an order. Because a store manager can't remember the inventory of all the suppliers' goods every day. Although the post-electronic orders help, the shortage of goods due to poor inventory control is a lot. Therefore, the result of asking the store manager to place an order is that the store manager does not know how many orders the supplier needs to order, and which SKUs need to place an order, so try to tell the store supervisor the detailed order quantity. After the order product arrives, the product will be put on the shelf at the first time, not in the back bin, unless the shelf has been fully filled.
Followed by the management of the temporary products: regular inspection, improve the display surface, timely detection and timely processing.
The most effective way to control the inventory is to ask the salesperson to check the store regularly and the promoters to report the inventory. The salesperson needs to inspect the store inventory regularly according to the patrol shop schedule, and ask the promoters to fill out the inventory report of the single product, so that the salesman and the promoters pay attention to the abnormal inventory. For products with too much inventory, it is necessary to expand the display surface in time and put high-inventory products on special display positions for sale. If the high-inventory product cannot be digested through the display adjustment, it is necessary to arrange the promotion in time. There are many ways to deal with temporary products, but try to reduce the cost of processing products.
Finally, we must work with retailers to manage inventory inventory:
First, we must establish mutual trust relationships, establish a common sense of value, and clarify the meaning of each other's efforts in inventory management. From the supplier's point of view, the store can be required to provide a detailed sales volume and computer inventory list every month, to clearly understand the current inventory status of the store, and to check the abnormal parts in time, do not accumulate the problem for too long. And there is no way to check it up. The store must also check the inventory with the supplier in time, and check the accuracy of the data with the supplier's inventory data. Only cooperation, only integrity is the best practice.
Master sales based on POS sales data. By referring to the daily sales volume of the product and the historical sales volume, the delivery quantity of the goods is arranged according to the sales situation. At the same time, the supplier's business personnel must have a full understanding of the sales of their products, and have certain responsibilities for the part of the order. Do not think that it is a unilateral thing in the store. When the current store is not very strong, Regularly provide reasonable orders to the store. This is also very helpful in helping to control inventory. In this regard, P&G is doing very well.
Reasonable control of inventory days, all kinds of products sold in supermarkets usually require a certain turnover rate. For example, the turnover rate of frozen dairy products must be controlled within 7 days, and the turnover days of fresh vegetables should be controlled within 2 days. . Defining the classification attributes of the products, and keeping the inventory turnover days of the products within a reasonable range. This is also a factor that must be considered when deciding on delivery.
To the store to ask their own promotional staff to participate in the inventory of the store, and the display of the display and warehouse, etc., can use the opportunity to promote the store to a certain degree of control of the store inventory. Promotional staff is a very good inventory manager. Suppliers should make good use of the role of promoters and include inventory management in the scope of the promoters' assessment.
Negotiate the goal of inventory management with the store, and take out a certain profit as a reward fund for the store. If the return rate and the loss rate of the goods in the store are less than a certain percentage within a year, they will be returned to a certain number of points, and the incentive method is used to enhance the control of the inventory control of the store.
Five, sales support
The sales promotion refers to the promotion means in the shopping mall, through the guidance, inspiration, stimulation and other means to encourage consumers to generate interest in purchasing goods, make purchasing decisions, purchase behaviors, assist counter sales personnel to sell goods, and increase profits.
The sales promotion is generally achieved through the recommendation of the sales assistants and the cooperation of the sales materials. In retail stores with large traffic and good sales, sales staff can be arranged for sales promotion activities. It can be carried out in the retail store or off-site, and the sales staff is trained by the competent business personnel.
The use of sales materials is one of the key factors to achieve good sales performance. It can effectively promote the brand image and convey product information. It is the product that stands out from many competing products. Commonly used promotional materials are: posters, string flags, hangtags, in-store light boxes, post-column advertisements, TG posters, floor stickers, etc., the sales staff should reasonably arrange the sales materials, display goods, and promote sales. In addition, shelf card, jump card, shelf frame, shelf strip, promotional gifts display, promotional content description card, etc. can also be used in the on-site sales promotion activities. Manufacturers can also directly add promotional materials to the product, such as product listings, food recipes, and so on. In the absence of ready-made sales materials, the sales staff is required to take materials locally and produce promotional materials such as posters.
Six, promotion
Promotions are the most direct and effective way to improve store performance, but in the process of working with retailers, the retailer's promotional goals and manufacturers' promotional goals are different. To do a good job in promotion activities, we must first find a balance from our own promotional goals and retailers' promotional goals, and rationally design promotional programs. Second, we must do a good job in preparing, negotiating, and implementing promotional activities. Finally, we must do a good job in evaluating promotional activities. .
As far as manufacturers are concerned, there are many goals for promotion, such as promoting brands, increasing sales, cracking down on competing products, promoting new products or digesting squeezed stocks. In the general promotion activities, the promotion of the manufacturers is generally a large-scale, national or regionally carried out, and it is required to increase the sales volume, while focusing more on the promotion of the brand, etc., attaching importance to the value-added purpose of the promotion activities, is a typical consumer. Guided promotion. However, the retailer's promotion method is very different from that of the manufacturer. The retailer's promotion is generally small, single store or several stores, individual retailers have national or regional overall promotion, retail. Commercial promotion focuses on commodities with high price-sensitive indexes, and focuses on stimulating consumers' impulse purchases, which is typical of shopper orientation.
Since the promotion methods of manufacturers and retailers are different, manufacturers should fully consider the retailer's understanding of the promotion when formulating the promotion plan. Some promotional programs look beautiful, but when they negotiate with retailers, they don't always get the support of retailers. The big reason is that manufacturers don't take into account the retailer's promotional requirements when making promotional plans.
After formulating a good promotion plan, the promotion preparation work should be implemented to the people, and the specific time points should be implemented to clarify the responsibilities of all those involved in the promotion activities. When preparing for the preparation of hard promotional resources, you should also prepare some soft resources, such as how to teach the business staff how to sell the promotion to the retailer, church promoters about the promotion and so on. When the promotion plan is sold, it is necessary to fully understand the retailer's demand for promotion, analyze the main factors of the retailer's performance source, the number of customers, customer unit price and consumer loyalty, find the breakthrough of the negotiation, and the manufacturer's Promotional program, translated into the retailer's promotional language. Don't talk about categories at the beginning of the purchase, talk about feelings, first understand the needs of the store, and then find the entry point for negotiations from the needs of the store. For example, when a retailer's main problem in this category of business is that the number of visitors is insufficient, the entry point for the promotion of the promotion plan can start from how to increase the number of visitors, telling the retailer how to promote the promotion. How to increase the arrival rate of the department, how to make the people who enter the department buy the goods of this category, etc., so that the sales effect of the promotion plan will be much better.
All promotions will be evaluated after the end of the promotion, find a better place to do this promotion, share with all the staff; find out the bad places of this promotion and conduct a review. For the best results of the promotion, try to share it with the retailer.
From the distribution, display, price, inventory, sales and promotion aspects to enhance the single store sales performance, the store needs to cooperate, so in the daily work, first of all need to maintain a good customer service level and good customer relationship, this It is the basis for all sales work.
The improvement of retail store performance can be carried out in terms of distribution, display, price, inventory, sales promotion and promotion. If these are sorted, the more advanced factors are more fundamental to the promotion of the store business, although the effect is more Not obvious, but it has achieved the basis for long-term sales growth. The more backward factors are, the easier it is for the store business to improve, and the immediate results. In the specific sales process, we need to take care of all six factors and work together from six aspects to achieve long-term and healthy development of the store business.
Part 2: Store Performance Improvement Program
Many clothing stores are in a non-profitable or negative-profit situation, and the operators do not know where to rectify them. The advertising companies or so-called professional consulting companies are not doing so because of the lack of scientific store management guidance. According to the market regulation of sex and reference, it is basically the same purpose to engage in some purposeless marketing activities. The result is often contrary to the original intention of the operators, and often it is more and more compensation.
Scientific analysis of profit improvement
The profit improvement of the store involves countless specific points, which are analyzed from the point of passenger flow:
For example, the daily traffic of the store is 100 people, and the sales volume of one day is 2,000 yuan. Our store operators can find the following three different solutions:
First, increase the flow of people
A very simple calculation method, now the store has 100 customers a day, the sales is 2,000 yuan, if you want to double the sales, the easiest way is to let the store's passenger flow reach 200 people / day.
By: 100 people = 2000 yuan, launched: 200 people = 4000 yuan.
How to make more people notice the store, is to capture the first impression of the customer group, it is recommended not to limit the eyes to short-term promotions, but through a good store visual image including window design, in-store clothing display, The image of the shopping guide attracts the attention of the customers to achieve the final long-term word-of-mouth effect.
Second, the number of customers to increase the existing passenger traffic
1) Increase the number of customers, that is, increase the number of transactions in the store. In other words, the increase in the number of customers who make purchases in the store in one day can also increase the turnover.
That is: if 50 people in 100 people have made a purchase; you can analyze
50 people X40 yuan = 2000 yuan launched: 80 people X40 yuan = 3200 yuan, that is to say, in the case of the average customer purchase amount unchanged, we can increase the turnover of the store customers can also increase the turnover.
The related factors that increase the number of customers include shopping atmosphere, category price, salesperson sales skills, etc. The image and style of the store must conform to the industry characteristics. In the price of certain cash flow products, there must be pricing that caters to the consumer psychology. Targeting products, regular products, seasonal products, and pricing strategies for convenience products to highlight the appeal of stores.
At the same time, we should strengthen professional training on shopping guides, so that shopping guides can quickly catch customers' buying points, recommend clothing suitable for customers, promote customers' desire to try on clothes, increase customers' time in the store, and use good sales skills to achieve sales. Transaction.
Third, increase customer unit price
The content of this item is mainly to improve the unit price and the number of customers.
analysis:
If 50 people in 100 people have made a purchase, the average person spends 40 yuan, you can analyze
50 people X40 yuan = 2000 yuan launched: 50 people X80 yuan = 4000 yuan, that is to say, in the case of the same number of purchases, we only need to increase the average purchase amount of customers can also increase the turnover.
The most effective way to increase the unit price is to sell the products together. For example, customers should try on a top. The best way to buy a dress is to immediately match the skirts and shoes that match them. Then, with a good handbag, necklace, earrings, bracelets, etc., depending on the season, you can also wear a series of clothing such as jackets and scarves. Therefore, the training guides have professional matching skills, which will greatly improve sales performance.
Part 3: Store Performance Improvement Program
1. Do a little better than the shop next door.
The store business is a bunch of business, consumers enter a specific business circle to buy their own satisfactory products, mainly the result of comparison. Keep in mind that consumers can only make direct product comparisons within a very limited range. Because of eating, as long as it is slightly better than the shop next door, it can significantly improve the business performance of the store.
Good or bad is the relative result after comparison. Some special shops, such as shops in tourist resorts, even if the goods are generally, the service level is difficult to compliment, the price is still high, still the customer is the door, the business is booming, the fundamental reason is that consumers can only choose in a limited range. There is not even a chance to choose.
In fact, the same is true of the commercial streets with shops. Consumers only make consumption choices from limited information and directly within their own perspective. Shop competition is definitely a limited competition business, and the competition mainly comes from the shop next door. The next door here refers to a limited area, usually within walking distance of 500 meters.
According to this principle, if your store is a little worse than the store next door, although it is excellent, it will not work either. Business is booming is impossible.
2, excellent salesperson can improve business performance by 20%
Experienced store owners know that excellent store salespersons can easily improve their business performance by more than 20%. If you don't believe, you can check the sales statistics of the store salesperson.
In the modern store business, more than 60% of the turnover comes from the purchase behavior of consumers' temporary decision-making, which means that many consumers temporarily decide to purchase specific products at the sales site.
We know that good store design and decoration, marketable product lines, and various promotional activities, knowledge to attract consumers to enter the store to browse the effect, whether the purchase depends largely on the salesperson's sales skills, excellent salesperson They are all sales experts who can make customers willing to pay for their pockets.
Excellent salespersons are the result of learning and training on the one hand, and talented factors on the other. The most important thing is the experience of on-site sales of specific industry goods.
20%的經營業績意味著每月多收益幾千元甚至上萬元，經營店鋪絕對不可忽視這個因素。
3、重點經營店鋪的“當家”商品
做生意有一個“80/20”的規律。也就是說，店鋪經營業績的80%來源於20%的商品。這也是做事情抓重點的體現。
仔細分析一下店鋪商品的銷售資訊，就會發現特定時期內，有幾種商品特別暢銷，幾乎每天都是店鋪銷售排行榜上的前幾名。如果缺貨，一些顧客還提前預定。
這些暢銷的商品就是店鋪的“當家”商品。經營店鋪只要把握這些“當家”商品，就可以維持店鋪基本的營業額與利潤，店鋪生意就可以平穩進行。
特定階段店鋪如果沒有當家商品，很快就會陷入麻煩的境地，店鋪一切都很好，就是不賣貨，幾乎找不出經營下降的直接原因，各種促銷措施也沒有太大的作用。如果出現這種情況，多半是點鋪沒有當家商品。
實務中很簡單，如果一段時間內，沒有幾種商品一直雄居銷售排行榜的前幾名，就必須注意，應當尋找新的當家商品。
牢記一點，當家商品一定要有，而且貨源還必須充足。
4、旺季一點要“熱賣”
幾乎所有的店鋪生意都有特定的銷售周期，具有明顯的淡季旺季。一般情況下，旺季占總營業額的70%以上很正常。因此，經營店鋪必須做到旺季要“熱賣”。
經營皮草店鋪，如果每年的10—12月，經營業績沒有完成60%，全年的生意一般就看地很淡;賣太陽眼鏡，4—5月生意不火，一年的生意也就看得見。旺季是店鋪生意最關鍵的時期，一定要重點把握。
旺季熱賣有幾點必須注意：
1)商品提前準備好，貨源充足。
2)是及時發掘當季的“當家”商品，重點管理，尤其是貨源一定要充足。
3)有效的促銷措施一定要到位，在店鋪內製造“熱賣”氣氛。
5、充分利用銷售淡季
店鋪出現淡季是很正常的現象，這是市場本身的特徵，不是店鋪所能改變的。淡季的直接表現就是營業額長期處於很低的水平，一般的促銷措施根本無力改變這種情形。店鋪應對銷售淡季有三個有效措施：
1)降低固定的店鋪維持費用，例如減少工作人員，將一部分店鋪場地出租。
2)出奇制勝，使淡季不淡。例如，反季節銷售，冬天賣夏天的商品，夏天賣冬天的商品，關鍵就是價格必須有足夠的吸引力。根據經驗，低於5折銷售就不會理想。因此，必須與生產企業密切合作，也生產企業共同處理大量的過季商品。
3)臨時經營其他生意，賣皮草的店鋪改賣太陽眼鏡就是一個很好的策略。
總之，店鋪只要開門一天，固定的費用肯定是要支付的，如何利用淡季，是經營店鋪必須慎重考慮的問題。
6、顧客變“常客”
很多店鋪生意都是依靠“常客”維持的。增加店鋪的常客，是提升經營業績的有效方法。
使顧客變常客的方法很多，本質上都是使顧客獲得額外的利益，包括物質和精神的兩個方面。
VIP卡就是一種有效的措施，就是給予特定顧客的優惠卡，顧客可以憑藉VIP卡獲得優惠，例如打折。實務中VIP卡應當製作精美，不能過濫。
積分獎勵也是一種有效的措施，也就是根據顧客採購的金額累計積分，達到一定程度就可以獲得各種優惠待遇，可以是贈送購物券、獎品，或者是參與抽獎。
最關鍵的一點是重視店鋪營業員的作用，如果營業員的記憶力足夠好，能夠認出店鋪的常客，並給予常客的待遇，例如稱呼姓名、聊聊家常、提供更加貼切的購物建議等，顧客的滿意程度將會提高，甚至介紹自己的親朋好友來店鋪消費。
常客是店鋪的最佳廣告途徑。
7、靚貨是關鍵
經營店鋪，說到根本還是在於店鋪的“商品”。牢記一點，店鋪生意最本質的功能就是為消費者提供合適的商品，其他都是為這一個目標服務的輔助手段。
儘管市場上各種商品琳琅滿目，在消費者日益個性化的今天，很多消費者還是很難購買到自己真正滿意的商品，他們為了選購到滿意的商品，往往會花費大量的時間和精力，並且樂此不疲。
因此，籌集適銷對路的商品是提高店鋪經營業績的核心，這一點怎么強調都不過分。
8、集團消費要把握
店鋪生意很多都是散客，但集團消費卻不能忽視。往往一單集團消費的生意，就是店鋪正常一個月的營業額。
掌握集團消費的重點有兩個，首先就是主動出擊，對可能的集團消費者緊追不放。其次，不能當作散客對待，應當給予大買主應有的待遇，包括價格的優惠、特殊的服務、滿足特殊的要求，甚至給予一定的商業信用。
9、老闆坐店
提高店鋪生意還有一個立桿見影的措施，就是老闆親自坐店。
老闆親自坐店有三個好處：
1)、直接打點生意，可以掌握最直接有效的市場資訊。
2)、老闆現場管理，工作人員一般都會更加努力工作，自然會提高經營業績。
3)、老闆可以現場決策，處理一些棘手的瑣事，這些瑣事可能影響店鋪的經營業績，甚至是信譽。例如，價格的靈活決策;顧客投訴的迅速處理。
店鋪生意是“守”出來的，老闆在條件允許的情況下，都應當坐店。根據經驗，老闆親自坐店的店鋪經營業績一般要高於老闆不坐店的店鋪。
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