1. Increase passenger flow
1. The location of the store: Whether the location of the store is superior is related to whether the store's business is booming in the future, so the old saying in the retail industry is "selecting, selecting, and reselecting". From this, the importance of the location of the store can be seen. . Before you choose to open a specialty store in a certain location, you must first do a market survey on the local population, culture, consumption habits, income, etc. Everything must be built on a good market survey basis, otherwise you will lose money in the near future.
2. The construction of store atmosphere: The pattern of business competition has entered a large business era . In the atmosphere of fierce competition, merchants strive to be different in every detail in order to attract the attention of consumers and promote sales. Especially in specialty stores, in addition to the design of the store, the shape of the window, etc., it is also innovative in the display of furniture, in order to have a strong visual impact, and create a sales environment for commercial spaces, with a strong The design highlights its own selling point atmosphere, establishes the image of the business circle with a unique personality, in order to attract more consumers to patronize. Door heads, windows, shelves, props, displays, and even various trophies and business certificates obtained by the enterprise constitute all of the sales terminals.
Centralized display of promotional products can be divided into promotional areas. The amount of display in the promotional area must be larger. It can be higher and denser than usual. The manufacturing and selling points, such as the 100 yuan area, "special price area", etc .; ensure that all styles and models Products such as numbers and colors are displayed; the three-dimensional display facing outwards allows customers to easily see the products; the direction of the price tags should be consistent, and the labels should be facing the front, so that customers can see at a glance; make full use of the pillars in the store to post posters, POP.
3. Advertisement: As the saying goes, "wine is not afraid of deep alleys" but now it is "wine is also afraid of deep alleys". This is a society of ever-changing information. People receive countless messages from TV, newspapers, the Internet, and oral messages every day. If you want to receive and remember the information you pass, it needs careful planning. Ping Ping often has no new ideas, let him eliminate it, don't make meaningless ads; in order to make the communication more effective, we must in-depth study of the selection of related advertising carriers, advertising theme planning issues.
4. Word of mouth communication: Word of mouth marketing is the process of applying the concept of word of mouth to the marketing field, that is, the media that attracts consumers and the spontaneous publicity of the public, so that they can actively talk about your brand or store products and services. A good reputation is not only a glory for specialty stores, but also an efficient and low-cost marketing tool.
The homogenization of products in the furniture industry is more serious. Even if you invest huge amounts of advertising fees in various types of mass media, consumers are numb and even bored. In addition, there are many advertisements that are passing false information or exaggerating information to mislead consumption It hurts consumers ’trust in advertising and lowers the status of advertising in consumers’ minds. Word-of-mouth communication has a non-negligible effect on the credibility and persuasion of information, which is unmatched by other media in terms of trust. . Therefore, word-of-mouth marketing is also an important sales strategy in marketing.
2. Item management
Item management can be said that it is not really implemented in many furniture stores. Even if it is, it is just an evaluation of which ones are sold well or not. Without item management, we can look at the international retail giants around us. Such as the advanced management experience of Wal-Mart, Carrefour and other stores, they generally have about 40,000 items in a store. How do they manage so many items? How do they eliminate the goods in the mall? How to achieve the maximum sales of each product and so on are worthy of consideration.
Item management is an important management concept introduced by the retail industry. Usually, we divide item management into item division, item emphasis, item adjustment, and item promotion to carry out item management.
Item classification: by gender (furniture), by suite and study, living room, dining room, bunk bed, etc. (children's furniture)
Product focus: According to the company's overall strategic requirements, what style of the company is mainly promoted, and what is next, these can be seen in the display of the specialty store. The company mainly develops in that field.
Item adjustment: classify each item, and then create an entry and sales file for each item. After a period of time, analyze it based on the information of each item in the file;
Product promotion: The product is in different segments, and the market environment is different. The method of promotion is also different; for example, if the company positions a certain product to seize market share and increase the popularity of the specialty store, then the product The display should be placed in a prominent position at the door of the specialty store to attract consumers and "pull" the customer to the specialty store to realize the purchase;
3. Do a good job in pre-sale, in-sale and after-sale service
The furniture industry is a very fiercely competitive industry. The homogenization of products is relatively serious. Today, your new model has just been launched. You can see many imitation furniture on the market within a week. Chinese businessmen are particularly capable of copying. Groups, furniture styles and fabrics can be copied, but the only service that can not be copied is the service of specialty stores; just like the home appliance industry, after the development of the past few years, the industry competition has been heated up, and the major home appliances giants have proposed themselves The service promise is as Haier's "users are always right", TCL proposed "creating value for customers", the furniture industry can learn from the big brothers in another field, after all, the furniture industry has not matured in the home appliance industry, as long as you are willing to learn With a mindset of learning and learning, the good experience learned will be transformed, innovated, and then transferred to the management of the specialty store, that will definitely benefit greatly; whoever is the first in the industry to propose his own quality Service, I think you will soon stand out from your peers.
Fourth, a lot of stores shopping guide training invested large sums of money to store flashy, while fairly well stocked as the primary means of attracting customers. Whenever the sales are not good and the number of customers decreases, the price reduction promotion has become a weapon for operators to improve their performance. In this case, there are indeed many passengers attracted by it. But now that consumers have better taste, when consumers are on the scene, store decoration and lower prices are no longer the key to attracting customers. The service attitude that customers feel will determine whether they will come again.
Carefully observe and analyze consumers' individual needs and tastes. Make good use of sales techniques, coupled with customer-impressive services, this is the way to success in the retail industry.
V. Store promotions
　　 Store promotion is the use of various communication methods and means by specialty stores to communicate the information of goods (or services) and specialty stores to consumers, to achieve two-way communication, and promote consumer interest and trust in enterprises and their products (or services) Activities to make purchase decisions.
The purpose and function of promotional activities in specialty stores are as follows:
1. Improve or expand product penetration rate
2. Speed ​​up product turnover
3. Anti-competitive brand activities
4. Advertisements that can replace or reinforce insufficient
5. Attract customers and increase customer traffic in specialty stores.
Commonly used special store sales promotion methods include: discounts, gifts, voucher discounts, point-of-sale exhibition sales, sweepstakes, joint promotions, etc. The specialty store should choose promotion methods and means according to the market situation at that time. Each promotion should be built in sophisticated market planning, establish the promotion theme, and formulate the implementation plan.
Six, store management
Without good store management, those mentioned above are empty talk; whether the store business is good or bad, it all comes down to whether the store management is good. Store management is mainly about the management of people and things, and the management of people is the management of the things that the store staff need to do every day; the things are the environment of the store, the window, the display of goods, the cash register, the return of goods, etc. Management; it can be said that management is not a big deal, the key lies in details, and details determine success or failure.
From the above, it is not difficult to see that the sales of terminal stores come from various efforts. Only starting from the details and striving for perfection, then the production of sales is a matter of course.
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