Many managers will talk about the reasons when summarizing the sales changes, but they are all general reasons, which are general and irrelevant. From the change of sales, the reasons for the change of sales are more complicated. There are their own reasons, such as mall management, departmental cooperation, promotion changes, staff service, commodity shortage rate, commodity adjustment, display and so on. And there are external reasons, such as competition, seasonal changes in weather, holidays, external environment and so on. If we analyze and summarize these aspects in general, it seems that the reasons are sufficient and reasonable, but in fact, we have not found the root of the problem, nor have we found a way to prescribe the right medicine. The next work is not very helpful to sales. However, through the analysis of customer unit price and passenger flow, we can focus on finding the root of the problem. As a manager, you can focus on taking measures to prescribe the right medicine, instead of bumping around like a headless fly, and it is useless to work hard.
Because the author has recently focused on the management of convenience stores, I will talk about this issue from the sales analysis of convenience stores. In order to better understand, I published the process of a recent store performance analysis meeting. Let's look at the table below. In order to make a further comprehensive analysis, I added the analysis of floor efficiency.
Participating departments and personnel: store manager, commodity department, distribution center, store supervisor, finance department, human resources department and development department;
First, the store sales analysis
Type: 1, main road 2, old community 3, business district.
4. School. Newly built residential areas. Urban-rural fringe
7. There is a large supermarket nearby (within 500 meters). 8. There is no shopping area.
9. Hospital 10, professional market
Second, the store operating conditions:
(a), first from the geographical location, from the above data:
1, because the consumption power is not strong, the stores located in the pure old community are not selling well; Such as stores 5 and 7;
2. Although the passenger flow of stores in newly-built residential areas is poor, the unit price of customers is high because of their good consumption power; Such as Store 4, Store 8 and Store 10;
3. The store located in the school, although the customer transaction volume is large, the customer unit price is low; Such as Store 2,14;
4. The comprehensive data of newly-built residential areas, commercial areas and stores in traffic arteries are good; Such as 1, 3, 8 and 10 stores.
5. In places where shopping is inconvenient, comprehensive data is better, because it embodies "providing convenience in inconvenient places"; Such as: 3, 9, 12 stores;
6. The sales of stores with large comprehensive supermarkets nearby have great influence: for example, 7 stores;
(2) Stores with problems (below average):
1, the shops with low customer transaction amount are: 2, 5, 7, 1 1, 13,14;
2. Shops with low customer transaction volume are: 1, 4, 5, 6, 7, 1 1, 13.
3. The shops with low floor efficiency are 5, 7, 12 and 13 respectively.
The stores with the most problems are 5, 7, 1 1, 13.
So which stores are the focus of follow-up management should be clear from the above analysis.
Third, after delineating the problematic stores, let's see what measures should be taken to improve the management of the stores. Improve business performance.
First of all, let's talk about the factors affecting passenger flow and the ways to improve it.
1. The intuitive attraction of the store (decoration, signboard, lighting, cleanliness, cleanliness, etc.). ). A shop, if its facade is shabby and its lighting is dim, is in a mess, which is no different from the decoration of the surrounding lovers' shops. For customers, they think they can buy things everywhere, so why come to our store? Moreover, the pleasing image itself has a strong visual impact and has a direct guiding role for customers. Some stores have this phenomenon because of the long opening time and poor supervision;
2. There is something wrong with the way goods are displayed and the layout of the store. Convenience store is a fast-moving business, customers can choose their own goods. If the goods are not arranged and displayed properly, customers can't find the goods they need when they come in, or it is difficult to find them, and the direction of the passage is also problematic, which causes trouble and inconvenience to customers, so customers rarely have the opportunity to come again. Which goods should be placed in which position on the page, this is the first problem to be considered in the page. Moreover, after opening the store, the store owner has the responsibility to provide information such as consumption habits and customer opinions to the company for reference at any time, so that the company can adjust the plan in time. This is a very important factor affecting the passenger flow of shops, and the regulatory authorities should attach great importance to it when inspecting shops. In addition, the specification of hanging items in stores is also an aspect of display layout, which is also an important means to distinguish it from ordinary small stores.
3. The goods can't be sold. That is, the differentiated embodiment of goods. It's not surprising that customers don't know their needs, and they distribute goods by feeling. What they want is not available, and what they don't need is all over the store, and customers don't come to the door. This is mainly because the investigation of consumer demand and surrounding environment is not in place. In the early stage, it was the wishful thinking of the commodity department and the distribution center, and in the later stage, it was the result of closed-door operation and poor supervision of stores.
4. There is something wrong with the fullness of the goods, and the empty rack rate is high. For a store with a rich display of goods, even if the display is a little chaotic, the customer's feeling is that the store is rich and complete, and there must be something I want. When customers enter the store, they see that this shelf product also lacks that empty shelf. The first feeling is that this store has nothing and will not buy it. Don't come next time. The emergence of this problem has a lot to do with the quality of the store manager. If you can't send the order to the distribution center in time, you will naturally think of the order when the goods are sold out. Of course, the responsibility of supervision is also greater. The other is the distribution efficiency of the distribution center. If the goods in the store are not delivered in time, the goods in the store will be empty because of shortage.
5. The commodity price is unreasonable. We all agree that price is not the main problem of convenience store competition, but the specific problems should be analyzed in detail. For the shops in the old community, because of the low standard of living, all the people who buy things are old people who take advantage of it. If they want to pursue high gross profit, sales are bound to fail. This also makes the site selection staff of the development department have a clear concept: the facade of a pure residential area is not a good facade of a convenience store. Also, if there are many small shops or vendors around, such as cigarettes, the price can't be the standard price. In addition, we also put forward requirements for the commodity department: why is the price of the same commodity in this place so much lower than ours? It forces people in the commodity department to negotiate with suppliers or take other measures such as direct procurement.
6. There are problems with employees' service attitude, service level and quality; Factors such as poor quality of employees, unfamiliarity with commodities, and ignorance of company rules and regulations will lead to customers' dissatisfaction with employees' services and even complaints. It will hit the company's reputation. At the same time, due to the "250" effect, good things don't go out, and bad things spread thousands of miles. If it is not handled well, it will lead to the gradual loss of customers. No one is perfect, no matter how perfect the enterprise is, there will be problems with its service, not to mention the service of employees of private enterprises in the Mainland. This is also the problem that managers have been scratching their heads. The key to the problem lies in whether the human resources policy of the enterprise is perfect and whether the manpower preparation is sufficient. If you send an employee to the store without any training or service experience, there will be no problem. We should make up for it in time afterwards, and we can't delay it. After these problems appear, the regulatory authorities must deal with them strictly, otherwise it will have an overall impact.
7. There is something wrong with employees' working mentality. Sometimes, employees' mentality will be abnormal because of salary problems and employee quality problems (such as internal theft, abnormal cashier, etc.). ), as well as the disharmony between employees, the ability of the store manager and frequent mobilization. As a result, there is a problem with the service of employees. Under such circumstances, if the investigation and handling are not carried out in time, the sales of the store will plummet.
8. There is a problem with the affinity of employees. This is a question of marketing means. Sales in some stores are not as good as usual, such as the eighth store. In terms of affinity, the employees in these stores are in place, because there are many acquaintances in their stores, and even unfamiliar customers are basically used to dealing with them with some kind names. Let customers agree with the store very much. Using this method is also a common means of mom-and-pop shops, and it is also a very important reason why the regular army can't win the miscellaneous army. Strengthen training and education in this field at any time to make employees form habits.
9. The surrounding competition has a great influence; In general, there are many mom-and-pop shops and vendors in stores with fixed residents. Especially in large communities, if there are large supermarkets, the sales of local stores will be tight. The improvement is complicated and must be reflected in price adjustment, staff service, and differentiation of goods and services. Show the advantages that others can't compete and compare.
10, the company's promotion activities are not in place; Promotion includes overall promotion and store promotion means. Although convenience stores are scattered, it is difficult to reflect the ways and means of promotional activities, but the opening of new stores and the publicity of some regular activities still need to be done. Only in this way can the store be promoted in time and accepted by customers. In addition, store advertisements, POP and promotion of key commodities are also part of the promotion. Moreover, through promotion, it can reflect the unified and formal advantages that ordinary small shops can't match.
1 1. The setting of service items is not very reasonable and effective. The core of convenience stores is the difference and incomparable factors between functional services and other small stores. Such as dry cleaning, collecting public utility fees, selling prepaid cards, flowers, tea eggs, popcorn, medicines, ticketing, mailing, books and magazines, home delivery and other services, so that customers can get convenient services in addition to urgently needed goods, and at the same time, because of the setting of these items, it will promote the sales of stores. Of course, a standard model cannot be completely copied, and suitable projects should be introduced and set up according to the actual situation and location characteristics. Every place has its actual situation, and you can't do some projects if you want to, such as collecting fees on behalf of others, which will take at least five or six years in the mainland. The drugs are still under control, and there is nothing I can do about it. The setting of service items is also a way to reflect the differentiation of stores.
Thirdly, by judging the shops with low passenger flow, we can see that the present situation of these shops conforms to the above phenomena. Then we can suit the remedy to the case and take timely measures to solve the problem.
The third step is to analyze the reasons that affect the customer unit price and the methods to improve the customer unit price.
1, commodity display. I also talked about this issue when I talked about the factors that affect passenger flow, but the focus is on layout. The focus here is on the specific commodity display and how to display it. Basic display methods, such as display methods, the size and space of product layout, compactness, etc., are all important factors affecting product sales. I won't elaborate here, and I'll explain later. The core way to increase the unit price of customers is "associated display". That is, according to the related factors between goods and customers' consumption habits, a reasonable display is carried out. Attract customers' direct attention, thus increasing the chances of customers' unit price rising. According to authoritative research reports, more than 70% of customers' purchase decisions are made in stores, and this ratio depends on whether your goods have enough attention. Can we imagine that when a female customer enters the store, if she just wants to buy a pack of biscuits at first, but she sees a drink during the selection process and feels thirsty after eating melon seeds, she will take a bottle by the way, so that the customer's unit price will increase? Therefore, biscuits and drinks, two closely related categories, should be placed in the same place as far as possible.
2. Employees' sales and service skills. Many people have heard of such a classic case: after a customer who originally wanted to buy a pack of painkillers went to a department store, the employees who bought the medicine promoted goods worth more than 50 thousand yuan that had nothing to do with the medicine. Maybe this story is not true, but at least it shows the importance of selling skills. The quality, professional attitude, work enthusiasm and familiarity with goods and prices of employees determine the quality of promotion skills. Therefore, relevant training and education are essential.