In the management of terminal stationery stores, the performance management work can be said to account for 100% of the daily work of all stationery retail management, which means that our daily work is actually for the terminal stores to have a good performance. In store management, the diagnosis of academic performance is beneficial to the stationery retail manager to find out the terminal store problem in time.
First, passenger flow
The so-called passenger flow refers to the number of people passing through the store within a certain period of time based on the store address, and this number belongs to our target consumer group. A special reminder here is that traffic is different from traffic, and traffic refers to customers who do not belong to our target consumption.
The factors affecting passenger traffic generally include: weather, location, promotions, activities, etc.
Lifting method:
1. Make a pivot table based on daily sales receipts, directly determine the peak period and downturn of sales performance, and find out why there are peaks and downturns. Then based on this trend, make different marketing strategies at different stages.
2, the store must regularly make the theme of the event (according to the actual situation of the store), and at the prominent position of the door (such as: window, throwing table, etc.) to promote, for example, now in the summer vacation period, this time you can use the special During the period, targeted activities were carried out to improve traffic.
3, the use of merchant alliances to attract customers, thereby increasing passenger traffic. The so-called merchant alliance refers to the use of the combination of products to bundle the publicity, for example, cooperation with the science museum or swimming pool, to buy a certain amount of products into the store to get tickets or packages, to meet sales,
To improve customer traffic, it also provides consumers with a place for extracurricular learning and leisure. This is a business alliance model.
Second, the store rate
The so-called in-store volume refers to the total number of people entering the store. The in-store rate = the number of people entering the store / the passenger flow rate * 100%. The store-in-shop rate can directly reflect the quality of the store atmosphere. If it is built, it will enter the store. The rate will be higher, if the construction is general, the store rate will be lower. The upgrade of the store that Shanghai Haoling brand is doing now is helping the store solve this problem.
Influencing factors: brand influence, store image, store atmosphere, window display and gold display area
Lifting method:
1. Adjust the store music, choose to play different music in different time periods, especially emphasize that in the light field, what needs to be done is the control of music. This is what many store managers have not noticed.
2, shop lighting adjustment, some stores will be closed because of the boss's "open source and thrifty", it is recommended that even in the absence of guests, the store lighting should not be closed, this will give customers a bad shopping atmosphere.
3, the color tone control of the store, this aspect is mainly adjusted through the display, in the display, there must be the theme and the main color.
4, the adjustment of personnel status, when the rate of entering the market is particularly low, the store manager may wish to organize the store staff to conduct group gymnastics learning, or let the store staff actively introduce the products to customers and guide.
Third, the experience rate
The so-called experience rate is the probability that the customer will experience the product in the store. The experience rate = the number of people who experience the number of people entering the store.
Influencing factors: sales skills, display, services, etc.
Lifting method:
1. Combine the sales situation in the region, and focus on the products (prices, colors, etc.) suitable for local consumers to enhance the interest of customers.
2, by enhancing the sales skills of employees, when the store has marketing activities, do a short and effective sales term, let employees through this sentence to enhance the customer's desire for experience.
3. Constantly tell employees that they must enhance the probability of customer experience, because the probability of experience determines the purchase rate, allowing sales staff to actively and enthusiastically guide and encourage customers to experience products.
Source of information: Internet
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