Shop inspection is a useful management method for market supervisors to manage promoters, and it is also one of the main contents of market supervisors' daily work. Through on-the-spot investigation, we can fully understand the situation of the store: the store display, the actual performance of promoters, the implementation of promotional activities, the degree of customer support to us, customer service, market conditions, etc., so as to find opportunities to increase sales volume and terminal sales share and lay the foundation for us to formulate improvement action plans. So, how to achieve the goal through effective shop inspections? Summarizing the experience of many excellent marketing executives, the following steps are obtained: the shop inspection step includes the following parts: step 1: out-of-store inspection step 2: observing promoters step 3: inspecting stores step 4: following up the implementation of promotional activities step 5: conducting on-site counseling step 6: communicating with stores step 7: completing records and reporting step 2: clarifying the purpose of shop inspection and getting ready. When you get back to the office, on a typical morning, it will look like this: 1) Re-examine the tour route to make sure it conforms to the tour plan. This will ensure that you can visit the store as planned and ensure the balance of the frequency of different shopping malls. 2) Use the daily shop patrol report to determine the daily shop patrol goal-for each promoter, determine your work goal (such as sales skill counseling, service skill counseling, product knowledge counseling, etc.). )-For each store, evaluate and plan at least two improvements from the aspects of storefront display, promotion activities, customer service, competitor information collection, and coordination with shopping malls. 3) Determine and prepare the name and purpose of the required shop tour and counseling materials. Note 1. The images of the materials needed to load the work backpack are uniform. 2. Stick POP or poster on transparent tape and double-sided tape, and add them at any time. 3. The art knife is used to remove POP and keep it sharp. 4. The rag is used to clean the exhibits, and the counter is kept clean. 5. Work reports, statements and pen work records are accurate, complete and filled in in time. 6. Business cards are uniformly printed. 7.POP/ price list/brochure, etc. It should be updated for retail stores. 8. Training materials should be read at any time, kept clean and updated in time. 9. The quality of customer and promotion personnel files. 4. Preparation of personal image. 5. Re-preparation before entering the store. Before entering the store, review your plan and the purpose of coming to the store. Looking through the previous "Shop Patrol Record Report" to deepen the memory of some key information, such as customer situation, customer demand, promotion personnel situation, restrictions, opportunities and so on. Review the working methods you will use and predict the problems that will arise. Finally, check to make sure that all the materials you think are ready for this visit. Use one of the comments to deepen your memory of the purpose of shopping. Third, the store inspection step Step 1: The following contents need to be checked outside the store: ◆ People flow and flow direction L Observe the people flow and flow direction of the street/business circle to understand the best retail store in the street/business circle. L Observe the flow of people and trends in the retail store, and determine whether the locations of display areas and display elements in the retail store are reasonable ◆ Use of display elements outside the store L Whether the door head, light box, signboard and window are in good condition and clean l Can you get the display locations of competitors? Step 2: Observe the promoters after entering the store. The marketing supervisor should let himself observe his work performance before the promoters notice. At this time, the performance of promoters can best reflect their actual work situation. Here, you need to choose a suitable location. Appearance and image: whether the dress and hairstyle are standardized ◆ Service skills: l Active and enthusiastic reception of customers can influence the surrounding customers ◆ Sales skills: l Good communication skills; L display products in time; L Skillful use of promotional tools and products; Through the above observation, we can find out the problems and compare them with today's plans and goals, so as to prepare for the next counseling. Step 3: In-store inspection After evaluating the performance of the promoters, you usually go to the counter to greet the promoters and shop assistants and let them know that you intend to have a look at the display and sales of our products and return to your next job in a few minutes. In this step, you should make sure to complete the following items: l Check the store display-product display area (counter, display shelf)-product display space (product display in counter)-product and counter display position (located in the hot zone, cold zone and general zone of the store)-the cleanliness of display elements in the store-record the areas that can be improved l Check out of stock: write down the inventory of your brand and specifications on the counter. Pay attention to which brands and specifications in the store are out of stock. L Pay attention to and collect customers' complaints and suggestions about our products, focusing on product quality and after-sales service. L Check the resources in the store: understand the support that the store needs from our company in sales and promotion activities, and the utilization of the resources we provide. L Check the competition: write down the latest information of competitors' products in store display, promotion activities, new products and customer service, and make records. L Understand the first promotion rate of the brand: observe the first promotion of the shop assistants to customers, and suggest to improve the first promotion rate of our products through communication with the shop assistants. Be sure to check the above situation every time you arrive at the store. If the customer knows that your proposal is based on accurate records and figures reflecting their actual situation, his confidence in this proposal will be greatly enhanced. Step 4: Follow up the implementation of promotional activities. Promotional activities are very important for us to promote in-store sales. We need to ensure that all promotional activities are effectively implemented. When following up the implementation of promotional activities, we need to know: sales volume of promotional activities, whether promotional resources are in place, gift management, store display of promotional activities, cooperation of shopping malls, reaction of competitors, quantity and distribution of gifts, inventory of promotional goods and gifts, attractiveness of promotional activities to customers and retail stores, and understand the problems encountered by promoters at present. By following up the implementation of promotional activities, corresponding rectification measures can be formulated as soon as possible. Step 5: Conduct on-site tutoring L Please refer to the contents of this manual about on-site tutoring Step 6: Communicate with the store. Through the above shop inspection steps, we have a complete understanding of the performance of promoters, the store display, sales and promotion activities of customers, and we also need to communicate with relevant personnel in the store. In this step, I mainly hope to get the following two aspects of information: l Understand the situation of the promoters-reflect the relevant situation to the person in charge of the store-make relevant suggestions-understand the customers' views on this and respond-make an action plan-record and report. Step 7: Complete the record and report. After each shop tour, you should have a detailed report, record the results of your shop tour today, and compare the results and goals to analyze what you have done well and what needs to be improved. So you need to fill in the following reports: daily shop patrol report, counseling report, competitor report, job evaluation form of promoters, shortage/replenishment list of retail stores. It is concluded that in the field patrol work of retail stores, because the situation and personnel of each store are different, no two stores will have exactly the same purpose and content. Therefore, before each shop visit, we should make corresponding preparations for the goal of this shop visit. When preparing to go shopping, the most important part is your knowledge of each store and promoter. Only in this way can you predict what problems and objections will appear in advance according to what you know, and the more prepared you are, the more you can avoid unexpected times. When your planning and preparation are completed, you should go to the field to carry out the store inspection plan. You should follow the seven steps of shop inspection to inspect every shop. Of course, these seven steps will not be static, and the order can be adjusted according to the actual situation. In any case, the shop inspection procedure provides a set of standard and standardized methods to help us improve the efficiency and benefit of shop inspection.