We all know that the sales of the store are related to the transaction of customers who enter the store, but have you carefully studied where the customers in the store come from? Today I'm going to talk about the best problems of customers in stores.
Let's start with a simple truth, whether a store sells well or whether the business is good or not, mainly depends on the number of customers who enter the store to consume, this we call the number of transactions, the consumption of each customer entering the store is not much, this we call the customer unit price, and the sales are composed of these two data (sales = customer unit price * number of transactions). That is to say, the more people who come to the store to consume, and the higher the consumption amount of each person, the better the sales of this store.
With this simple truth out of the way, let's talk about a complex issue. There are many ways to make customers spend high, as long as your products and services keep up, so that customers feel that they are worth the money, consumption will naturally go up, so it is simpler to increase the unit price of customers, and it is more complicated to increase the number of transactions. To solve this complex problem, we must first understand the number of transactions, which is what the title of this article refers to: where do the customers of the store come from?
The location of the store around (we call it a business district) determines the largest number of customers, there is an office building near your store, those white-collar ladies may be the main customers of your store, or there is a school near your store, those student sisters may be the main customers of your store, and so on, the place near your store that can gather people is the main customer of your store**. If people around your store don't come to your store, it must be that you have something wrong, so check the internal problems (product category, environment, service, brand positioning, etc.). There are two types of customers in the vicinity of the store: those who live (resident) and those who work (migrant). The residential crowd is the basic customer flow of the store, after all, everyone is a neighbor, and if you look down and don't look up, you must come and go often (frequent customers, customers); The working population is mobile, so visiting the store will be subject to certain conditions, and will occasionally visit the store (temporary consumption, individual customers). Although there are classifications, depending on the location of the store, the main source of customers entering the store will be different.
The other type of customers** are "admired", this type of customer comes to visit because they know about your store because they are promoted by different media. For example, traditional advertisements or fashionable online platforms, and even word-of-mouth promotions from other customers can attract such customers to the store. This type of customer is characterized by a very fast change, and will come back often because the store is doing well in a certain area, and will never come again because the store is not doing well in a certain area. For this type of customer, we need to retain them with better products, more intimate service and a more enjoyable shopping experience, so that their perception of the store can be transformed from "admiring and questioning" to "deserved", and then expand the store's customers**.
There are also some customers**, such as passing by and occasionally coming in and around, searching from the network map, etc., in fact, in addition to these, there is also a category of customers store managers should not ignore, that is, customers who do not go to the store, yes, customers who order takeout, these customers can not see the whole picture of the store, do not understand all the products, and do not feel the service of the store, but they are indeed our customers. How to extend these things that cannot be seen, understood or felt to them is something that every store manager should consider.
Opening a store is like living a life, every customer who enters the store is very important, add one today and one tomorrow, and this day will be better; On the other hand, if you offend one today and snub one tomorrow, you will not be able to live this day. Understanding where the customers come from in the store is the foundation, and it is more important to make the customers who come in willing to come again and come often, which is also the value of the store's existence.
February** Dynamic Incentive Program