1, 96% store operators think it is very important to analyze the daily, weekly and monthly customer singularity index of the Ten Commandments;
2.78% store operators installed counters in front of stores;
3.64% store operators control the product structure of the store through the level of customer unit price;
4.8 1% store operators make the theme promotion plan of the store through the number of customers and the joint rate;
5.43% store operators analyze the member contribution and member return cycle through the customer piece index, so as to make the member promotion plan.
Therefore, as early as 2008, the author began to analyze the operating parameters of retail stores, especially the number of customers and the unit price of customers, as well as the number of customers (that is, the shopping basket index).
The odd number of customers and the unit price of customers are actually very important indicators. When the store was in operation, the manager felt the unfathomable change in sales. He always thinks that depending on the day, sales are often underground and there is no control at all. This phenomenon is mainly due to the incomplete analysis of the reasons for the formation of transaction quantity and customer unit price. If we can deeply distinguish the original transaction reason and the change reason of customer unit price, and effectively control the reasons that affect the sales change, we can achieve the goal of healthy development of store management. Therefore, as a store manager, it should be an important job to analyze the flow of people, the number of transactions in the store and the unit price of customers.
Then, how can we improve the flow of people entering the store, the number of transactions and the unit price of customers? In daily operation, there are many factors that affect the flow of people entering the store, the number of transactions and the unit price of customers. Let me lead you to analyze them one by one:
1, store environment and atmosphere creation
Many employees of the store manager publicize that the store does not turn on the lights and air conditioners during business hours. I find it incredible. In fact, adequate lighting and the indoor temperature of the business premises are a basic indicator (that is, the general commodity storage conditions in GSP also require the indoor temperature to be 0-30℃), which directly affects the chance of transaction. Once I went to Shanxi to tutor a retailer. At that time, the outdoor temperature reached 38℃ Because the store was small and didn't turn on the air conditioner, I was sweating after staying in the store for less than 10 minutes. Who wants to come again in such a shopping environment? !
I also feel deeply about the store environment and atmosphere. During the opening, celebration or promotion of new stores, all the stores of excellent brands will be spliced into arches with balloons, and a large number of promotional posters, promotional piles and DM manuals will be placed at the door of the stores, which effectively improves the rate of customers entering the stores.
2. Commodity structure and supplementary capacity
The number of people entering the store cannot be traded, and the variety, quantity and replenishment ability of the store's commodity reserves are one of the reasons. I often discuss with some clothing store owners and store managers. If there is no counter in the store, try to record and count the number of people entering the store and the number of customers passing by, so as to calculate the customer turnover rate. How much is caused by unreasonable fullness of goods without reserves? How much is caused by the company's commodity structure and product shortage? How much is due to insufficient inventory? Accordingly, both subjective and objective reasons need to be improved through their own efforts.
3. Category-driven and complete display
The reason why many clothing store owners pay attention to the absolute gross profit level of goods and ignore the competitive nature of retail stores lies in their indifference and ignorance of the retail nature.
In the final analysis, clothing retail stores must rely on single items, gold items or category killers to win profits. With the intensification of market competition and diversification of commodities, single product winning and category management have become one of the most important means in the daily management of clothing chain enterprises. In addition, clothing retail stores also rely on full display to win customers' "eyeballs". Terminal promotion is becoming more and more important in modern marketing. In addition to on-site promotional activities, such as discounts, price cuts, gifts, live demonstrations, etc. Commodity display and display and POP advertising are also becoming more and more important. Strengthen brand exposure at the terminal and increase sales.
4. Theme promotion and activity plan
The author thinks that the general store promotion tactics are actually similar, such as buying and giving activities, which are found in all walks of life. We often learn from others to buy gifts for others, but the effect is always inferior to others, but we don't know why. We also buy things and give gifts, but we lose money when others make money. Why? Customer unit price. Before making an activity plan, we must first make clear the direction, whether this activity is to make money at a loss or to increase the number of transactions or the unit price of customers or the gross profit of sales. For example, the average daily sales of a store is 6,000 yuan, and the number of transactions is 100. The unit price is 60 yuan. If the purpose of raising the unit price is just to get started, then the starting point of buying gifts should be higher than your usual customer unit price. For example, buying 80 yuan at one time can lower the starting point of buying gifts or increase the proportion of gifts. In order to increase sales and gross profit, we should start with the odd number of customers and the unit price of customers.
5. Professional knowledge and sales skills
The author works as a consultant for a retailer in Hebei. Before counseling, I asked my accompanying colleagues to pay attention to calculating the flow of people entering the store and the flow of effective people, and at the same time observe their joint sales ability of goods. As I expected, the three main reasons for the performance problems of this chain store are that they are not familiar with commodity knowledge, do not understand customers' understanding, and do not know how to match sales. These beauties only know how to promote those high-profit varieties and styles that customers say they want to buy, but they don't know how to guide customers' consumption and consulting sales. Colleagues who participated in the survey came back to tell me why so many brands of shopping guides in their stores have never even heard of them. During our 45 minutes there, the three business guides helped them sell related goods totaling more than 8,000 yuan. I only replied one sentence: this is the gap between good and bad, understanding and not understanding.
6. Commodity quality and product price
In the process of store operation: which transactions are unsuccessful because of quality reasons? What is the reason for the price? Quality reasons lead to the loss of repeat customers, and there is a potential risk of compensation. The price problems or sensitive varieties that are reflected centrally must be adjusted.
In addition to the above factors, the number of transactions and the unit price of customers are also affected by the purchasing power of the business circle and geographical location of the store and the attributes of the customer base. According to the geographical location, we can divide all the shops into several attributes, such as being located in traffic arteries, old communities, new communities, campus areas, commercial streets, supermarkets and so on. By analyzing the number of transactions and the unit price of customers in the same geographical location, we can find out the rules, check the details or summary of the sales gross profit of the superior categories of stores, and find out the benchmark.
7. Retail efficiency and membership management
Retail is to maintain high efficiency and high turnover. The number of commodity turnover is one of the important index systems of retail industry, which reflects the efficiency of retail industry. If this problem is not solved well, enterprises will fall into many problems such as inventory backlog and poor capital flow. The market is eliminating inefficient retail enterprises, and retail enterprises are also eliminating inefficient suppliers in their selection. "Last elimination" is not only applied to human resource management, but also paid more and more attention by merchants, thus being applied to the management of brands and distributors. On the issue of efficiency, we should not simply pursue speed and quantity, but pay more attention to quality and quality.
Retail is to make yourself invincible by increasing the number of members. For a store, how to lock in a fixed consumer group is an important measure to win its share in the market competition, and membership system is an important marketing means that the retail industry pays more and more attention to. Many clothing store owners understand this truth, but few people pay attention to the conversion rate of members, the frequency of members returning to the store and the transaction cycle, and few people combine the customer index with the proportion of members for retail analysis and data discussion.
8. Quality service and retail management
The purpose of clothing store is to provide consumers with all-round value service. In a sense, retail is service, service creates value, and service management is in place, which is the shaping of corporate image and the appreciation of intangible assets. The service concepts such as "customers are our parents", "customer satisfaction is our eternal pursuit" and "customers are always right" are the essence refined through practice. Only when customers are regarded as gods will customers turn to the shopping mall as their home. With the feeling of home, both sides will benefit from "win-win".
Management is the eternal theme of enterprises. If you want to make a good clothing store and make it develop by leaps and bounds, you must do everything possible to improve the operating efficiency of the store. Therefore, the retail management of clothing stores should create a characteristic model, improve the scientific management level, and further enhance the core competitiveness of enterprises.