How to manage a shopping mall?

Shopping mall management

1. Work procedures for store employees

1. Change work clothes, wear work badges, and clock in;

2. Participate in the pre-shift meeting to understand the company's regulations, information and problems;

3. Enter the work site and assign work to each department;

4. Clean up the area you are responsible for;

5. Check the shelves one by one to ensure they are neat and safe;

6. Organize the shelves to ensure they are neat and safe;

7. Prepare enough shopping carts , shopping basket and related tools;

8. Service with a smile, greet customers three meters apart;

9. Coordinate work among colleagues and rotate work;

10. Continuously organize the shelves and replenish goods;

11. Return scattered goods in various areas to their original places;

12. Handle damaged goods claimed;

13. Keep the floor clean;

14. Keep shift handover records;

15. Distribute work for night shift employees.

2. Commodity layout, display and sales

1. Display of general commodities

(1) Clear classification;

(2 ) Prices are arranged in order from high to low;

(3) High-priced products are placed near the main channel;

(4) The display surface is unified and neat;

(5) Heavy and fragile goods should be placed on the lower floor as much as possible.

2. Arrangement of novel products

(1) Arrange the same promotional products on the entire shelf or several pallets;

(2) Cross-arrange the products;

(3) Conduct special sales exhibitions for several weeks.

3. Product placement on the shelf

(1) Products with large sales volume;

(2) Novel products;

(3) Products with rising sales;

(4) Seasonal products.

4. In-store product replenishment

(1) Move products from fewer pallets to more pallets;

(2) One If the goods are almost sold out and there is not much inventory, other goods will be arranged;

(3) Popular products should be displayed as soon as possible after receipt;

(4) Manpower should be saved as much as possible ,time.

5. Store tidying

(1) Keep the store clean, tidy and clear at all times;

(2) Understand which products have been sold in large quantities and which There is no stock;

(3) Which products need to be added or transferred;

(4) Throw away the empty boxes and level the surface of the products (first in, first out principle);

(5) Collection of misplaced goods.

(2) The computer inventory of the product shows a negative number, but the product is still on sale in the store;

(3) There is no sales report for the product.

8. Damage control

(1) Do not throw goods into the garbage pile or press them under pallets;

(2) Throw away goods must be Obtain the consent of the management personnel;

(3) Strictly implement the operating procedures (acceptance, display, temperature, insurance).

9. Return the goods to the supplier

(1) If the goods are unsalable or out of season, the supplier should agree to return the relevant goods;

(2) Procedure: 1) Send the returned goods to the claims office; 2) Floor personnel will remove the relevant goods.

10. Relevant standards

(1) Standards for the use of pallets: 1) No damaged pallets are allowed to be brought to the store; 2) The beams are strong and not damaged or shaken; 3) Keep Do not leave the pallet standing or stand on the pallet.

(2) Standards for shelf heads: 1) 60% of shelf heads are arranged with novel products, and 40% are arranged with large quantities of best-selling products; 2) Similar products should not be placed on adjacent shelf heads; 3) Keep them full at all times And tidy.

(3) Cleaning standards: 1) All sales areas must be kept clean and free of dust, garbage and other broken things at all times; 2) All shelves and merchandise must be free of dust.

------------------Supermarket business strategy

Supermarket management strategies:

(1) Provide as many products as possible with clear price tags as eye-catching as possible;

(2) Special promotions;

(3) Strengthen display effects, plan communication strategies, enhance brand image, and increase product add-ons Value, so that consumers feel that they are worth their money;

(4) Reasonably reduce operating expenses and strengthen cost advantages.

Feature 2: Self-selected shopping, large venue and large display area.

Countermeasures:

(1) Many consumers consume impulsively, so vividness (display, store advertising) is a key point of business;

( 2) As large as possible, as numerous as possible, as beautiful as possible and with the same style as pile headers, end shelves and shelf displays;

(3) Display model store;

(4) Vivid competition (between salesmen, between supermarkets).

Feature 3: Supermarket management is formal, and warehousing, finance, store operations, and product pricing are all implemented in departments and with decentralized authority. Moreover, most supermarkets implement a monthly settlement policy for suppliers. Hypermarkets are very domineering and can find reasons (such as festivals, store celebrations, etc.) to request sponsorship from suppliers at any time.

Countermeasures:

(1) Warehouse managers, sales managers, financial managers, cabinet team leaders, warehouse managers, and financial cashiers are key figures in supermarket operations. Business representatives running supermarkets should Have considerable public relations and interpersonal coordination skills, have been trained in professional business knowledge, and have good skills;

(2) Engage in joint SP with supermarkets to enhance the cooperative relationship between both parties (the interests of both parties should be taken into consideration in promotions);

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(3) Select the champion store with the largest sales volume or the highest sales excess rate in a chain supermarket, and reward the store manager and employees;

(4) Special holidays (Christmas, Easter, Valentine's Day) provide supermarkets with Christmas trees, lighthouses, arches and other decorations with the company's logo;

(5) Consumers who spend ￥′ or more in the supermarket will receive a gift from the company;

(6) Supermarket celebrations (such as store celebrations) provide special offers, free products, etc.;

(7) Do your part as a supplier and provide good after-sales service;

(8) Contract signing must be professional and rigorous;

(9) Attract professionals in supermarket operations and conduct special training for existing business personnel;

(10) Educate and require supermarket business personnel (including Tally clerks, promoters, business agents) must consider the interests of the supermarket during their work to avoid causing trouble to the store, such as: A. Promotion and tally personnel must dress uniformly, pay attention to their appearance, and standardize their behavior; B. Products, The promotional items should be stacked neatly and orderly, and the hand-painted POP should be neat and beautiful; C. Avoid carrying out large-scale animation tasks (such as stacking) during the peak period of the supermarket. If necessary, night animation work can be performed.

(11) On the premise of not affecting your own work, try your best to help store employees do what they can.

Characteristic 4: Supermarkets often have relatively large inventory areas, with many varieties and large quantities of inventory, which are prone to confusion. Supermarket delivery and receipt are very time-sensitive, and the warehousing procedures are more formal and complicated.

Countermeasures:

(1) Maintain a good cooperative relationship with warehouse management and warehouse managers, and place your products at the outermost part of the warehouse - where they are easiest to get, please Warehousing personnel should pay more attention;

(2) Frequent return visits and inventory management to prevent out-of-stocks and encourage supermarket warehousing personnel to pay more attention to the company's product inventory;

(3 ) Maintain a good relationship with the cabinet team leader, prompting them to promptly transfer and load goods to the supermarket's general distribution department to ensure safe inventory on the shelves;

(4) Understand and master the supermarket's receiving habits, if any Night delivery service is available upon request.

Feature 5: When shopping in supermarkets, more than 90% of consumers plan to buy back for home consumption (or out-of-store; future consumption), and most of them purchase daily necessities on a regular basis.

Countermeasures:

(1) Since it is family consumption - we must promote large packaging to facilitate consumers to enjoy it with the whole family;

( 2) Since it is a planned regular purchase - we must promote multiple product packaging (such as: half-dozen packaging, triple packs, bundle sales, gift packages, etc.) to make it easier for them to carry and promote their expansionary consumption. (The more products you put at home, the more you consume);

(3) Develop promotional prices for multi-packs - encourage consumers to buy more at one time.

Feature 6: Buyers are mostly women, housewives and family members.

Countermeasures:

The promotional style of POP and notice boards should be consistent with the psychological characteristics of this group of consumers (such as cartoon-style POP, lively and interesting shake signs, eye-catching promotions Comparison of price and original price, etc.).

Feature 7: What supermarkets expect from products is not only profits, but more importantly, driving customer flow in the store and establishing the supermarket's low-price image. The flow of people in supermarkets on weekends is 1.7-2.5 times that of usual times, and Friday to Sunday is the supermarket’s “promotion period.”

Countermeasures:

A powerful tool for negotiating with supermarkets - the schedule of our factory’s promotional activities in your store.

Promotion theme and promotion expense control

(1) New product promotion - as a way of investing advertising and marketing expenses, the A&P ratio is between 15-30;

(2) Mature brand promotion - Promotion expenses are listed based on estimated sales volume (5-15 is used as the boundary).

(3) Example: It is estimated that 1,000 boxes of drinks (45 yuan per box) can be sold during the promotion period in ′′ supermarket.

Feature 8: Each supermarket has its own more or less characteristics.

Countermeasures:

Invest more attention on key supermarkets and establish specific marketing strategies, including the following:

(1) Distribution system: According to the supermarket The warehouse, flow rate, receiving habits, etc. determine the supermarket's individual delivery methods, such as: three times a week, night delivery; let the dealer deliver the goods (the dealer has a good relationship with the supermarket's purchasing manager, and there is no account risk)

(2) Equipment plan: Determine the equipment investment plan according to the specific conditions of the supermarket. For example, if a supermarket is located in a university area and has a large fast food area in the store, it should focus on investing in equipment such as vertical display cabinets and ready-made machines.

(3) Product and packaging plan: For example: a supermarket is located in a busy city, and buyers over 60 years old walk. The packaging we provide should be convenient for them to carry on foot.

(4) Others: including pricing, promotional products, and advertising product investment plans.