Body:
Five data for store performance diagnosis:
Footfall, in-store rate, transaction rate, customer unit value, return rate.
1. Passenger flow
The so-called footfallIt refers to the number of people who pass through the store within a certain period of time based on the store address, and this number belongs to our target consumer group. It is important to note here that customer flow is different from volume, which refers to the inclusion of customers who are not part of our target consumption.
Factors influencing passenger trafficGenerally, it includes: weather, location, business district dynamics, etc.
Lifting Method:
1. Make a pivot table based on daily sales datato directly identify peaks and downturns in sales performance, and find out why peaks and downturns occur. Then, according to this trend, different marketing strategies are made at different stages.
2. The store should make an activity theme for each festivalOffline, we can use the company's advertising space, store conspicuous position (for example: store door, window, throwing table, etc.) to promote with x display racks or posters, such as "May Day", "Mother's Day" and "Member Day" and other holidays are good opportunities to hold holiday marketing, from which to increase our customer flow.
3. Attract customers by using merchant alliancesto increase foot traffic. The so-called merchant alliance refers to the use of related products to carry out ** publicity, such as the cooperation between the cake shop and the western restaurant, the membership card of the store is recharged with 100 yuan, and you can enjoy the voucher of 20 yuan for the western restaurant. This kind of is a merchant alliance model, etc.
Second, the rate of entering the storeThe so-called number of intakesRefers to the total number of people entering the store, the rate of entering the store = the number of people entering the store customer flow * 100%, the rate of entering the store can directly reflect the quality of the atmosphere created by the store, if it is created, the rate of entering the store will be relatively high, if the place is generally built, the rate of entering the store will be relatively low.
Influencing factors:The influence of the brand, the image of the store, the atmosphere of the store, the window and the display area.
Lifting Method:
1. Adjust the store**, different time periods to choose**different**, especially emphasizing that what needs to be done more in the off-field is the control, which is something that many store managers have not noticed.
2. Adjust the lighting of the storeSome stores will turn off some lights because of the boss's "open source and cost reduction", and it is recommended that the store lights should not be turned off even when there are no customers, which will give customers a bad buying atmosphere.
3. Product display in the storeThe product display skills have been shared with you before, so I won't elaborate on them here.
4. Spread the fragrance of your products, let the fragrance directly to the consumer, is the most direct attraction.
3. Transaction rateThe so-called closing rateIt is the proportion of the number of transactions, the transaction rate = the number of transactions and the number of people entering the store.
Influencing factors:Sales skills, employee familiarity with the product, marketing plans, etc.
Lifting Method:
1. Employees should be able to be fully familiar with the productBe able to do a good job in sales according to the service sales skills and skills required during the training, and be able to deal with and solve the purchase objections caused by sales staff and customers.
2. Strengthen the training of new employeesAs a store, the store manager must give a brief training to the staff every week, and the regional supervisor must train the store manager in his own area every month, so as to improve the sales skills of the store staff and improve the familiarity with product knowledge.
3. The company's marketing activitiesThe store manager must organize the members of the store to learn and ensure that everyone is 100% aware of the entire marketing campaign. During the sales process, store associates can use the themes and highlights of the marketing campaign to increase the closing rate.
Fourth, the unit price of customersThe so-called average order valueIt's about getting customers to buy more products and spend more money. Customers only want to buy one bread or cake, and the clerk can ask customers to buy two or more products. The customer wants to spend 10 yuan, and the clerk uses sales skills or services to get the customer to spend more money, or recommends related products. Unit price = total turnover Total number of transactions.
Influencing factors:Salespeople's awareness of additional sales, store displays, etc.
Lifting Method:
The prompt effect method can be applied: for example, if you buy food, remind customers to buy drink, if you buy a big one, remind customers to buy a small one, if you buy toast, remind customers to buy jam, and if you buy an expensive one, remind customers to buy a cheap one.
Fifth, the return rateThe so-called return rateIt refers to the proportion of customers who enter the store again to consume, through this data can intuitively reflect the composition of the store's performance, now many cake shops are using the membership system to improve the return, but if in the long run, it is more important to use the service of the clerk to make customers like to come to our store often, which is the most important.
Influencing factors:After-sales service of sales staff, location of stores, etc.
Promotion method:
1. Manage data through membership, to remind members or their families of their birthdays in advance, and send birthday wishes at the same time.
In addition to holidays and member days, store staff can also ask sales staff to give members or loyal customers in their stores through WeChat and other meansInform and send event information, so that customers know the content of the store's activities at the first time.
3. Hold regular member activity days, or customers can enjoy store activities such as discounts and discounts on store activities with their previous purchase receipts, and hold a series of activities related to old customers, such as DIY activities, to attract customers to spend again.
That's all about:The five KPIs of store performance diagnosisI hope that you will help you to manage the store more carefully and in place through the five KPI data of the store.
Although everyone hates KPIs, there is no KPI without the best execution rate and no best benefits... Therefore, put aside the wild road management and slowly pay attention to your KPIs!Let the small universe of employees explode!