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In terminal store management, performance management can be said to account for 100% of all the daily work of retail management, which means that our daily work is actually for terminal stores to have a good performance.

In terminal store management, performance management can be said to account for 100% of all the daily work of retail management, which means that our daily work is actually for terminal stores to have a good performance. In store management, learning to diagnose the performance is beneficial for retail managers (store manager, district head, direct selling supervisor and direct selling manager) to find out the problems of terminal stores in time.

The six data of store performance diagnosis that I want to share with you today include: passenger flow, store entry rate, experience rate, transaction rate, connecting rate and return rate.

First, passenger flow.

The so-called passenger flow refers to the number of people who pass by the store in a certain period of time based on the store address, and this number belongs to our target consumer group. It should be specially reminded here that passenger flow is different from people flow, and refers to customers who do not belong to our target consumption.

The influencing factors of passenger flow generally include: weather, location, promotion, activities, etc.

Lifting method:

1. Make a pivot table according to the daily sales receipt, directly determine the peak and low periods of sales performance, and find out why there are peak and low periods. Then according to this trend, different marketing strategies are made at different stages.

2. Every season, the store should do a good job in the theme of the event and publicize it in a conspicuous position at the door (such as window, throwing table, etc.). For example, it is the World Cup, and we can use this global event to promote the event and increase our passenger flow.

Second, the rate of entering the store.

The so-called store entry refers to the total number of people entering the store, and the store entry rate = number of people entering the store/passenger flow * 100%. The rate of entering the store can directly reflect the atmosphere of the store. If it is well built, the rate of entering the store will be higher, and if it is built in a normal place, the rate of entering the store will be lower. At present, the entry rate of many fast-moving consumer goods is generally high, while the entry rate of high-end clothing is generally low, because the consumer groups have been limited.

Influencing factors: brand influence, store image, store atmosphere, window, gold display area.

Lifting method:

1, adjust the store music, choose to play different music in different time periods, and emphasize the control of music when lighting, which many store managers have not noticed;

2, shop lighting adjustment, some shops will turn off some lights because of the boss's "open source and reduce expenditure", it is recommended not to turn off the lights of the shop even if there are no guests, which will give customers a bad shopping atmosphere.

3, the color control of the store, this aspect is mainly through the display to adjust, when doing the display, there must be a theme and main color.

4. Adjustment of personnel status. When the rate of entering the store in the light field is particularly low, the store manager may wish to organize the clerk to learn group calisthenics, or let the clerk stand at the door for oral publicity.

Third, the experience rate

The so-called experience rate is the probability that customers experience products in the store, and the experience rate = the number of people who experience/the total number of people who enter the store. Many people will get used to it as a try-on rate, which is the same.

Influencing factors: sales skills, presentation, service, etc.

Lifting method:

1. According to the sales situation in this area, the products (price, color, etc. ) products suitable for local consumers will be displayed to enhance customers' interest.

2. By enhancing employees' sales skills, when there are marketing activities in the store, make a short and effective sales phrase, so that employees can enhance customers' desire to try on through this sentence.

3. Keep telling employees that we must strengthen the customer's try-on rate, because the try-on rate determines the purchase rate, so that the sales staff can actively and enthusiastically guide and encourage customers to experience the products.

Fourth, the transaction rate.

The so-called transaction rate is the proportion of transactions, and the transaction rate = number of transactions/number of stores * 100%.

Influencing factors: sales skills, employees' familiarity with products, marketing plan, etc.

Lifting method:

1. Employees should be fully familiar with products, be able to do a good job in sales according to the service flow required during training, and handle the objections raised by sales staff and customers.

2. Strengthen the training of new employees. As a store, the store manager should give employees a short training every week, the district head should train the store managers in his own area every month, and the whole sales system should do a comprehensive training every quarter.

3. To improve the cooperation of the whole sales team, I personally suggest that team fighting should be adopted in the store, with two people as a group. When Party A sells, Party B must help. When Party B sells, Party A must help, and establish a daily team PK system. The team with the worst performance will be punished.

4. For the marketing activities issued by the company, the manager must organize the members in the store to study and ensure that everyone can fully understand the whole marketing activities. In the process of sales, marketing activities can be properly used to improve the transaction rate.

Fifth, even the single rate

The ratio of the number of customers who bought two or more pieces to the total number of transactions in the statistical time, and the ratio of the number of customers who bought two or more pieces to the total number of transactions.

Influencing factors: sales staff's cognition of extra promotion, store display, etc.

Lifting method:

1. At the daily morning meeting or shift handover meeting, the person in charge of the meeting announces the partners with the highest continuous order taking rate yesterday/morning shift, and the moderator learns how to improve the continuous order taking rate, thus improving the awareness of the sales staff.

2. When displaying in the store, pay attention to collocation display, so that the sales staff can carry out additional promotion in time and effectively; Set up an accessory display area near the cashier to facilitate the extra promotion of the cashier industry; At the same time, additional exhibitions can be made in the rest area and other areas where customers stay for a relatively long time.

3. In the discount setting of activities, we can consider setting up an activity with a lower discount for one product, such as 20% discount for one product and 30% discount for two products, so as to increase customers' desire to buy the second product.

Sixth, the rate of return

The so-called return rate refers to the proportion of customers spending again in the store. Through this data, we can intuitively reflect the composition of the store's performance of 2%. Now many companies are advocating VIP. If a store attaches importance to the development of VIP, the return rate will generally be high. The typical brand with high return rate is Brother.

Influencing factors: after-sales service of sales staff, store location, etc.

Promotion method:

1. On the third day after the customer purchases, the salesperson must send a message about the product purchased by the customer, and on the seventh day, he must call to ask about the customer's experience;

2. On holidays and promotion days, salespeople must send activity information to their VIP.

3. Organize regular member activity days, or customers can enjoy discounts and concessions for store activities with previous shopping receipts, and hold a series of activities related to old customers to attract customers to spend again.

The above are six key KPIs about store performance diagnosis. Learning the data analysis of retail management will greatly improve the retail management of retail managers. I hope that when you are in retail management, you can transform the relevant aspects of retail management into KPI management, which will be handy in management.