How Much Do You Know About Raising 10 Times The Number Of Stores?

Why do we need to analyze passenger volume, entry rate, transaction rate, joint rate, turnover rate, customer number and customer price? Many dealers think that marketing theory and retail technology are too complicated to be unnecessary. However, the opposite is true. The following problems have been found through the investigation of the 500 dominant stores in the mainland.

96% of the stores think that analyzing the daily, weekly and monthly customer metrics is critical.

78% of the store operators installed counters at the entrance of the store.

64% of store operators control the store's commodity structure through the unit price level.

81% of the store operators develop the theme promotion plan of the store through the odd number and joint rate.

43% of the store operators analyze the member contribution and the member's return period through the single item index, so as to formulate a member promotion plan.

Therefore, we begin to analyze the operating parameters of retail stores, especially about the number of customers and the price of customers.

Passenger odd sum Customer unit price In fact, it is a very important indicator. When a store is in business, the manager feels the most profound thing is the uncertainty of sales change. He always thinks that relying on heaven for food, sales are often underground for a while, and there is no controllability at all. This phenomenon is mainly due to the analysis of the reasons for the number of transactions and the formation of customer price. If we can deeply distinguish the reasons for the original transaction and the change of customer price, we can effectively control the causes of sales changes and achieve the goal of healthy development of store business. Therefore, as a store manager, it is important to analyze the number of people, the number of transactions and the unit price.

Then, how can we increase the number of people entering the shop, the number of transactions and the unit price? In daily operation, there are many factors that affect the number of people entering the shop, the number of transactions and the unit price of customers.

A lot of shop staff make the shop do not turn on the lights or air conditioning as a contribution to promote the business hours. I think it is not worth thinking about. In fact, full lighting and the indoor temperature of the premises are a basic indicator (that is, general merchandise storage conditions in GSP also require indoor temperature at 0 to 30 degrees Celsius), which directly affects the chance of turnover.

The conventional promotion tactics of stores are very similar. Buying gift activities We do not know which way to do business, but we do not know the truth. We also lose money when we buy gifts.

Unit price. Before making an activity plan, we should first define a direction. This activity is to make money at a loss, or to increase the number of transactions or the unit price or gross profit of sales.

For example, a store sells an average of 6000 yuan per day, 100 times the number of transactions, and the unit price is 60 yuan. If the purpose is to raise the unit price only, the starting point is higher than your usual customer price, such as the purchase of 80 yuan at a time. If you want to increase the number of transactions, you can lower the purchase price or increase the proportion of delivery. If you want to increase sales and gross profit, you should start from the two aspects of the customer number and the unit price.

As for the shop environment and atmosphere, I feel very deeply about these two points. Whenever the new store opens, shops, or promotes the activities, all the stores will join the balloons into arches. Promotional poster The promotion Handbook and DM manual are combined with a large number of stores at the entrance of the shop and organized to invite guests to enter the store.

People entering the shop can not make a deal, and the variety, quantity and replenishment capacity of stores are the reasons. If the stores do not install counters, we can record and count the number of people in the shop and the number of passengers in the store as far as possible, so as to calculate the customer churn rate. We need to reflect on how much of the product is due to the unreasonable product stocking and the lack of reserves. How much of it is due to the lack of stock and product structure, and how much of it is due to insufficient stock? Therefore, both subjective and objective reasons need to be improved.

Many dealers are concerned about the absolute gross margin of merchandise, ignoring the essence of retail competition. The reason is the indifference and ignorance of retail essence. In the final analysis, retailers must rely on single products, gold products or category killers to win profits.

Terminal promotion is becoming more and more important in modern marketing. Besides site promotion activities, such as discount, reduction, presentation, on-site demonstration, commodity display and display and POP advertisement are becoming more and more important. Enhance brand exposure at the terminal to increase sales.