More and more large supermarkets have built their stores into shopping centers. On the basis of traditional sales of daily necessities and fresh food, they introduced the form of joint sales and leasing, and set aside a whole floor for branded clothing, fast food restaurants, mobile phone chains and so on. , so that consumers can enjoy the one-stop service of traditional shoppingmall without leaving home.
Store classification:
Department store:
1. Large supermarkets: Carrefour, Lotus, Wal-Mart, Tesco, RT Mart, Sanjiang, etc.
This kind of store is characterized by large area, close to the central city, fast-moving consumer goods and daily necessities as the main products, relatively popular product prices, and ordinary citizens as the main consumers.
2. Department stores: such as Jiuguang Department Store, Wangfujing Department Store and Golden Eagle Shopping Center. This kind of shop is generally located in a busy area, and its geographical location is close to the central city. The main products are high-end durable consumer goods (clothing, jewelry, cosmetics, etc.). ), and the product prices are relatively high, targeting some citizens with spending power.
Professional store:
1. Home shopping malls (such as IKEA)
2. Building materials stores (such as Jianpeilong)
3. Sporting goods stores (such as Decathlon).
Corresponding to shopping malls and shopping centers, many shopping malls have also introduced the form of free purchase, taking quite a few areas as supermarkets, commonly known as "Shang Chao".
Marketing strategy of the store:
1, site selection market survey
Expanding the market is one of the core competitive contents of hypermarkets. Therefore, the speed and quality of market expansion are the key indicators for effective expansion.
How to ensure the key indicators has become an important topic of concern and research in supermarkets. A good store does this job at all costs, and every new store will choose professional market research.
Macroscopically, it includes the macroeconomic situation, local policies and regional characteristics of the preset project area. Microscopically, it includes the investigation of the effective business circle where the project is located, that is, the population, living conditions, consumption habits, competitors, commodity resources, etc. Just a small investigation report costs nearly 654.38+10,000 yuan, which is still not worth it.
We speak with facts. Generally speaking, the business model of a hypermarket is to sell all kinds of goods to customers. Therefore, we must be clear about the characteristics of the target customer group itself, such as the age of most of them and the average income. What are their consumption habits, that is, they usually like to spend at night, whether they are used to buying food in supermarkets or farmers' markets, and quantify them to become indicators. Pre-market research is a compulsory course for any hypermarket to open a new store.
2. Customer satisfaction survey
Any enterprise needs continuous improvement and perfection in its business process, and only by continuous updating will it not be eliminated by the market. Customers are the parents of food and clothing in the supermarket, so we should always pay attention to their dynamics. Customer satisfaction survey is a good tool. Through average sampling and face-to-face communication survey, we can understand customers' comprehensive impression of the store.