Six points to note when joining a jewelry store
Three horizontals: commodity, price and promotion
In other words, before and during the opening, the jewelry store manager should focus on tracking store sales and service management.
1. Commodities: For the so-called commodities, the store manager should not only pay attention to the sources of commodities in the current season, best-selling commodities and special-priced commodities, but also pay attention to the sources of conventional commodities, strengthen communication with purchasing personnel and logistics departments, and ensure that the lower limit of inventory equivalent is at least three times the planned opening sales. In the case of many stores in the same city, the headquarters purchasing department needs to rationally allocate the inventory and total warehouse supply of each store according to the overall sales target of newly opened stores and celebrated old stores.
2. Price: The so-called price means that the price is a double-edged sword, which stifles the sales of competitive stores and the profits of our stores. Therefore, the store manager should pay close attention to the price dynamics of hot-selling goods and adjust the bidding strategy quickly, timely and accurately with the help of POS sales and market regulation.
3. Promotion: The so-called promotion means that the store manager should not only pay attention to the implementation of the opening promotion plan, the distribution and inventory of gifts, the promotion and quantity of members, but also pay attention to the quantity, status and service quality of the factory, headquarters support and stationed personnel closely related to the promotion.
Three horizontals can also be called three-source management method, namely: supply, resources and information sources. That is, the supply of goods is the guarantee, the resources are the motive force and the information source is the lever. We should adjust the sales and competition strategy during the opening period in time to ensure the best store sales service and market competition effect at the minimum cost.
Three verticals: people, things and things.
In other words, jewelry store managers need to pay attention to personnel management, responsibility distribution and material preparation during their operation.
4. People: managers, shop assistants, cashiers, deliverymen, installers and customer service personnel, including the store manager, that is, all shop assistants. "Old people open new stores, new people keep old stores", but the situation of "new people open new stores" is widespread. Therefore, the human factor is very important for the victory of the first game. The focus is on "mind, posture and technique".
(1) Heart is confidence: As a store manager, we should first establish confidence in achieving the opening goal of the store (even if the task approved by the superior is extremely unreasonable), and show it and send a positive signal to all the shop assistants. (Special attention: In the case that the objectives set by the superior are extremely unreasonable, the store manager, as the front-line commander of the opening operation, should weigh the weather, business circle, time, preparation and other factors and set challenging quantitative and qualitative objectives. At the same time, the store manager should not only have confidence in himself, but also use "care, love and enthusiasm", and use mobilization meetings, shop patrol guidance and individual interviews to stimulate the fighting spirit and passion of the clerk "use me in the first battle and win with me" to firmly establish the confidence of his subordinates.
(2) State is state: This means that the store manager must pay attention to the physical and emotional state of employees two days before starting business, and check whether they are sick, war-weary and tired. In particular, manual operations such as store decoration, proofing, display and layout that require the participation of shop assistants must be completed two days before opening the store, so as to avoid dragging the shop assistants until 22 o'clock or even later the night before opening the store and requiring the shop assistants to be on duty before 6 o'clock the next day.
(3) Skill is tactics: As the commander of "opening a new store for newcomers", he must also organize and direct business process drills 1-2 days before the opening of the new store to consolidate the new skills of the clerk. At the same time, give full play to the advantages of headquarters logistics personnel, that is, old employees are outside (customer reception) and new employees are inside (process operation), and flexibly use the tactics of "taking the old with the new and helping".
5. Things: The so-called things are that the store manager should also do a good job of division of labor during the opening period, clarify the responsibilities of personnel, establish a rapid response mechanism for emergencies, and take "123" as the principle (1 things can be handled by two people in 3 minutes). When necessary, the store manager should break the existing post system and re-divide the non-sales personnel according to the opening needs; At the same time, we should also give full play to the role of mature talents who come to support us, so as to achieve "one person with more posts and more abilities" and "everyone has something to do and someone does everything".
6. Things: The so-called things, that is, the store manager should also prepare all kinds of materials needed for business opening, carefully check whether all kinds of items needed for business opening in the List of Business Opening Materials are in place, whether the quantity is detailed, and even the amount of toilet paper should be exactly the same as planned. Finally, as mentioned above, the success of the opening of the new store does not depend on whether it meets the reasonable or extremely unreasonable indicators issued by the headquarters, but on whether it really realizes the pre-opening training goal of "training for a thousand days and using troops for a while" and the team combat goal of "using me in the first battle and winning with me". "Goal first, index second", as a conclusion, was sent to the store managers in charge of "new employees in new stores".
Pay attention to opening a jewelry store.
1, to avoid shortage, serious shortage and empty shelves, mainly in some jewelry franchisees who just entered the business, eager to recover their investment and unwilling to replenish; When this happens in the store, the guests feel that the store is going to close, and no guests dare to buy high-end jewelry. Jewelry styles should be updated from time to time. Some jewelry franchisees look genuine and rich. However, according to a careful and professional person, FMCG jewelry is not enough, and there are many slow-moving jewelry, which occupies the position of FMCG jewelry. This is also a hidden deficiency.
Jewelry should always be popular. Jewelry sales are fashionable. If it is not fashionable, how to attract consumers? To maintain the flow of people in the store, if a jewelry store is always empty and there are no new customers, many consumers in this jewelry store will not be willing to go in for consumption, so we must ensure the popularity of the store, but we must do appropriate activities or use sales methods to keep the popularity of the jewelry store. In this case, there is a magnetic field that attracts each other between people, so once there is popularity, the number of consumers entering the store will increase invisibly.