On the same street, your store is only 100 meters away from your competitor's store. Your stores are about the same size and have been open for about the same number of years. However, your competitor seems to be crowded with people every day, while your store is crowded with people every day. There are only a few people left. Why?

Why does his store have more customers than yours?

Why does his store have higher sales than yours?

Why does he make more than you?

Why do customers look at the sky when they pass by your store?

Does his store have a better image than mine?

Does he have a wider variety of products than me?

Is his customer service better than mine?

Because the competitor’s store has a better “feel”!

Wherever people live, there should be your customers. It’s just a matter of how many customers you have. So why is your shop so quiet while other people’s homes are full of people?

Don’t look for external reasons, that is deceiving yourself and others.

Customers judge their choices based on their own final feelings when purchasing and consuming. They choose whoever feels good. Therefore, in order for a customer to decide to come to my store for consumption, these feelings must be satisfied:

1. Feeling that the store has exactly the products she wants;

2. Feeling Buy here, the price-performance ratio is high, the quality is good, the price is reasonable, and every purchase is worth it;

3. I feel that my store has a good image, is professional in all aspects, feels safe and worthy of her trust;

4. I feel that buying things in my store is very comfortable, relaxing and fun. I just like it anyway.

If I want customers to have a better feel for my store, I need to highlight the comparative power of my store among the stores she has come into contact with. I am better than other stores, I am better than other stores, and customers are more satisfied with my store. Only if I have a sense of my store can I attract customers. This is mainly affected by the following comparative forces:

1. Image comparison, the store logo is eye-catching, the lighting in the store is good, the environment is clean, the products are displayed in an orderly manner, the employees have good images and smiles, and they look elegant. It has a professional style and is better than other stores;

2. Comparing products, I have all the products customers want, and the products in my store are more or better than other stores, so you can choose at any time Satisfied;

3. The price comparison is advantageous, and customers always feel that it is a good deal after buying it;

4. The service comparison, the shopping guide in the next store sticks to customers like brown candy. It's very annoying, but in my store, customers feel relaxed, warm, professional and considerate;

5. Comparing store brands, customers all have a good impression of my store and have a good reputation.

Of course the boss hopes that passers-by will come into the store. However, there are some factors at the entrance of the store that have been preventing passers-by from entering the store. The boss may not pay attention to these obstacles, or may not take them seriously. Of course, it’s possible to not even know these barriers exist.

1. There is water at the door

2. There is dripping water in the sky

3. The outdoor unit of the air conditioner blows too much

4. Cleaning Leave supplies at the door

5. The lights in the store are dim

6. There is a peculiar smell coming out of the store

7. Do not place chairs at the door of the store

8. Small advertisements on the wall at the entrance of the store

Study carefully, why is your store not popular?

In addition to the above operational details that need attention, there are also some more important issues that need to be sorted out systematically. This is not something the boss decides by sitting in the store and patting his head. To conduct an investigation, you can refer to the following standards and methods:

1. Self-inspection of store hardware

1. Check the store sign Is it covered by branches and other objects? If so, try to remove branches and other objects. Store recruitment exposure should be no less than 50.

2. Check when the sign was last replaced and cleaned.

3. Check the distance from the main flow line to the store. If it is more than 5 meters, promotional vehicles, promotional booths and decorative store layouts should be set up outside the door to attract customers.

4. Check whether the publicity outside the store is vivid and whether the posting is standardized. If it does not meet the requirements, it should be posted again; if there is still some publicity space available, additional publicity items outside the store should be added to Maximize the effect of external publicity.

5. Check the lighting in the store. No matter day or night, if it is lower than 100LUX, the lighting configuration should be strengthened; if all the lights are too dazzling when turned on during the day, the lighting should be regrouped and set to different settings. switch.

6. Check whether the POP layout in the store is in place. If it is not in place, the following measures should be taken: A. Increase the POP in the store; B. Post the POP in a place that can better stimulate consumers' desire to buy; C. Remove worn, stained, and expired promotional items.

7. Check the music equipment and playback effect. If the speaker placement is unreasonable, the location should be readjusted; if the music in the store is not played as required, the reason should be found out or the employees who play the music should be rearranged.

8. Check the space utilization in the store. If there are aisles in the store that are more than 2.5 meters wide, or there is more than 3 square meters of non-aisle space, you should consider adding shelves, promotional carts or piles.

2. Market Research

This question will determine the positioning of your store. It is necessary to understand the structure of the flow of people in front of the store according to the location of the store, such as community stores, business district stores, etc.

This issue usually needs to be considered clearly before site selection or opening. However, if the business has not been as good as competitors, consider whether the store positioning is inappropriate.

3. Customer Survey and Research

1. Count the number of customers passing by the store and the number entering the store every day, and calculate the entry rate; then walk in front of your home a few more times, See what reasons can attract you to enter the store, and you may make great discoveries.

2. Customer survey, ask customers who enter the store why they enter the store: convenience, affordability, fashion, new style, quality, grade, service, after-sales, etc., and then understand the store (brand) in the hearts of local people influence.

3. Summary of marketing activities. For each marketing activity, it is necessary to count how many customers come to the store, the proportion of customers who are notified, and the proportion of each channel. Later, we will know which channel is more likely to attract customers into the store.

4. How many regular customers are there? That is, the return rate. How many customers do you have in the store? If it's not much, then put more effort in this aspect, it will definitely bring quick results with less investment.

5. How many people still don’t know what your home sells? If more than 50 customers walking on the nearby road do not know that there is a cosmetics store here, you should add some audio equipment or promotional items outside the store, or increase publicity to enhance the store's image. Search and follow chain store operations and management, a professional store management knowledge sharing platform!

6. If individual consumers within a certain range visit the store once and then stop visiting, targeted rectifications should be made based on the survey results.

4. In-store product analysis

1. Is the store’s product positioning correct and suitable for customers’ purchasing needs?

This can be calculated by the ratio of store visits to customer transactions. A high ratio indicates that the product should be right.

2. Price is also a factor that affects customers’ transactions and store entry.

A. Investigate whether the overall product price of our store is in the middle or higher than that of competing stores within a certain range. If so, the price band should be adjusted across the board.

B. Investigate whether the price of any category of goods in our store is significantly higher than that of competing stores, while the prices of other goods are lower. If so, the price of such goods should be adjusted or promotional activities should be carried out for such goods.

C. Investigate whether there are some sensitive varieties in competing stores within a certain range that are significantly lower than ours, while most other varieties are priced higher than ours. If so, promotional pricing should be applied to these sensitive varieties.

3. Check the moving pin ratio.

If the sales-to-movement ratio is greater than 0.9 or less than 0.5, the product structure should be adjusted. When it is greater than 0.9, the number of product varieties should be increased; when it is less than 0.5, the number of product varieties should be reduced and the product structure should be changed.

4. Check the average number of products on existing shelves.

If there are less than 6 layers, the number of categories or varieties should be increased.

5. If during the survey, it is learned that a certain product that consumers need in large quantities cannot be satisfied by a better store nearby, and this type of product is within the business scope of the store, you can increase the number of products. Product category.

6. Investigate whether the surrounding competing stores have products that sell well but are not available in our store. If so, you should introduce some similar or identical products in a targeted manner.

7. Investigate whether the sales of competing stores for similar products are significantly higher than ours. If so, you should consider several aspects:

A. Whether the price of similar products in our store is too high? If so, similar products with lower prices should be introduced;

B. Whether The grade of the products in our store is too low. If so, relatively higher grade products should be introduced;

C. Whether the product specifications below the average price reach 30, if not, they need to be added and introduced;

p>

D. Are brand-name products and products with lower average prices displayed in a prominent position? If not, the position needs to be adjusted.

8. Check whether the store lacks popular local varieties. If so, a list of these local varieties should be compiled and a purchase application should be made to the headquarters.

Don’t let go of customers who come out of competitors’ stores