Shop Customers Less And Less, How To Operate

Retail businesses inevitably use sensitive products and low price promotions to attract popularity.

However, the number of retail outlets is usually limited, and the limited number of people who can buy it is impossible to store large amounts of storage.

In the next 3 months, similar goods will need to be consumed again.

This will not affect passenger flow, but can drive passenger flow.

Under normal circumstances, there is no possibility of buying large quantities of goods.

Two, is the commodity recovery price, the advantage is not?

After the opening of the business, some of the super low priced goods in the retailer restored their original prices.

The price advantage is nothing compared with the same retail stores.

Many salesmen and promoters are beginning to nag that the original price of the product is not good enough to sell. The original price of the product is not good enough to sell. This is indeed the case, but the reduction in the purchase of some commodities does not mean that the passenger flow will decrease.

First, consumers in China's large and medium-sized cities are relatively rational. No one will think that 5 gross a kilogram of rice can be bought every day.

Second, customers can already accept the original price after promotion, because the normal retail stores will promote other similar products at the same time when the special price is restored.

People have become accustomed to this mode of operation.

The opening of a new retail store can attract a lot of eyeballs, but the most important thing for customers to buy goods is the price.

Many retail stores have limited changes since opening up, mainly due to venues and cost constraints, which can not be a major battle, so fresh novelty is only a small factor.

Then someone will ask, what is the reason? The volume of passenger traffic is decreasing day by day. Is there any way to solve it?

The author divides the reasons for the reduction of passenger flow into five parts:

1. the pain of price.

(the price here refers to the retail price of retail stores and all the price markings of retail stores).

Today, the purchase of ordinary consumer goods is still the main determinant of consumer purchase.

In the shopping mall, we often hear such words, "people sell 3 yuan, how do you sell 8 yuan here? Why is it so expensive?"

Goods are more expensive than other retail stores, which leads to customer turnover. This is the most important factor in customer turnover in retail stores, which accounts for 7 of customer turnover.

This is a headache for managers.

Customer response costs are mainly due to these reasons.

1) the purchase price of commodity procurement is high.

2) the gross margin control of retail outlets is too high.

3) failure to communicate with suppliers in a timely manner has led to a no bargain with other retailers.

4) packing, similar in shape to customers.

5) the form of discount is different.

6) commodity price tags and special price labels are wrong.

1, 2, 3 are the reasons for purchasing management, 4, 5 for customer spot recognition errors, 6 for on-site operation management.

Retail managers will strictly control the management of the purchase. In this respect, every big retail store system has its own advantages. There is no detailed decomposition here, but the price control has a prerequisite, that is, to understand the market and market changes.

It is suggested that the retail store can be configured with professional market for purchase under conditions of condition.

2. costs hurt

Regardless of profit or loss, investment is inevitable. Retail industry is not a profiteering industry, relatively speaking, it is a small profit industry.

At the present stage of China, the lack of funds in retail stores is a common problem in many retail stores.

Even if the boss is not short of money, the initial investment of millions or tens of millions of retail stores is undoubtedly shrinking and shrinking.

The province's money can be seen, but the reason for saving money is that it is hard to see customer turnover.

Cost 1: retail environment and hardware.

1) external design is rough or no replacement for a long time, such as signboards and shop signs.

2) ventilation refrigeration (heating) system is not installed. Some retail stores in the south only install fans in summer, or only half of the air conditioning is opened.

Do you think business will be good?

3) inadequate lighting design or poor lighting control.

4) less hardware or less match with the site.

Such as shopping basket, shopping cart.

It is suggested that the elevator in the shopping mall should be a flat elevator rather than a ladder elevator if conditions permit.

There are many shopping environments that affect shopping.

The early hardware input is very important. Once in a single place, it is simpler to repair.

Cost two: staff turnover.

Most retail businesses know that the flow of personnel in the retail industry is extremely fast.

A fundamental reason is the issue of wages.

Low wages are like the hidden rules of an industry. Many young people in Chinese retail stores are mostly young people. Many people can not tolerate such low treatment.

The flow of retail stores leads to inadequate retail service staff, and many jobs fail to connect, causing numerous criticisms.

3. worries

Staff management has always been a headache for retail store managers. Apart from the rapid turnover of personnel, the quality and management of personnel directly affect the retail business.

There are many cases of customer churn caused by low staff quality.

The rigidities of site management make salesmen often fail to deal with emergencies in a timely manner, or make many jobs become useless.

In the past few months, a retail store in Xiamen saw such a thing: there was a shelf, one of which had no high level board, and a display for cross bar hanger. The supervisor told the salesman to lower the bar and add a layer of board to keep it consistent.

The supervisor told the staff to reduce the bar and add a layer.

The staff removed the top two bars and lowered the goods. They wanted to keep the display on the same floor. The goods were not finished. They did not know how to do it. So they went to the supervisor, and the goods were placed for more than half an hour. Later, the supervisor did not do it, and the salesman was restored to its original form.

There are several problems: first, the goods are not handled, which affect the customers' access and purchase; two, the supervisor has not clearly explained the task, which has led to the waste of human resources, and the three is the lack of on-site adaptability.

The first point will bring obvious losses to the stores. When consumers are unable to pass through the stores, they will naturally reduce their desire to shop, and goods that are not displayed on shelves will certainly not be sold.

In fact, every retail store has a very clear training mechanism, but the scene is controlled by people. The lack of practical experience is fatal, and management is the same.

4. annoying display

It can be said that the most annoying thing for stores is display.

Today, a leader is not satisfied with the display in the store. It requires adjustment and adjustment. Tomorrow, the supplier will babble with you, and the customer will not be able to find anything with you after the day after tomorrow.

Let field managers get bored.

It is no doubt that stores are classified according to the standard display principle. However, due to the huge impact of commodity display on commodity sales, personal experience is different, different shopping malls are different, and unified standard is impossible.

Business is bad. When the passenger flow is down, they always want to solve it from the display. In fact, it is a wrong idea (except seasonal adjustment).

Have you ever thought that when you put some merchandise in a prominent position to increase sales, the sales of goods that were pferred to a bad location were reduced.

So what should we do? What should be the concept of store management? What is the principle of display, but what you want to sell? That's the key. Under the same daily passenger flow, what kind of product you want to sell and what kind of sales you want to sell is the key to determining your day's performance.

When you understand this, understand the needs of customers, believe that display is no longer bothering you, but your performance tool.

5. item disorder

As a store, a huge problem facing business planning and design is item selection.

Because the business area is limited, it is often impossible to get all the items, especially B and C stores.

So, every time we hear the customer's reaction, "what's going on? It's neither sold nor sold". Over time, customers don't like it.

At this stage, B and C stores still occupy a large proportion. Item selection has always been one of the worries of many managers.

Item selection is the touchstone to test managers' experience and ability. Because regional and geographical differences, the choice of items can not be generalized.

The selection of items is due to the fact that there is a large number of items that can not be mentioned here, but the detailed market structure of consumption habits is the fundamental basis for selecting items.

Well done before the opening of the consumption habits of the market will allow managers to achieve twice the result in item management.

When the store customers are getting smaller and smaller, is the purchasing power of the business circle decreasing? Is the commodity restoring the original price, the advantage is not there? Or is it not fresh? Is the consumer really not here? Is that really the reason? Actually, these are not the main factors. If you are entangled here, then your store is close to closing the door.