How to improve the sales performance of stores?

How to increase the sales of stores can be said to be a very confusing problem for most store managers. In short, store sales = passenger flow * customer unit price. That is to say, as long as we consider both passenger flow and customer unit price, analyze all the factors that affect passenger flow and customer unit price, and then take targeted measures to effectively improve passenger flow and customer unit price, we will definitely increase sales in the end. This paper mainly talks about how to increase sales from the perspective of how to increase passenger flow. In the latter article, I will discuss how to increase sales from the perspective of increasing customer unit price. Experts are welcome to criticize and correct me.

First, the factors affecting the shopping mall passenger flow

Simply put, store flow = business circle coverage * business circle population density * business circle penetration. Therefore, in order to find the factors that affect the store passenger flow, we only need to start from these three aspects.

1, covered by store business circle

The coverage of the store business circle refers to the radiation range formed by the stable customers coming to the store around the store, which can be expressed by taking the store as the center and the farthest distance from the stable customers to the store as the radius. According to the radiation intensity of the store, we can divide the store business circle into core business circle, sub-core business circle and general business circle. Generally speaking, the proportion of customers in the core business circle is about 50-60%, the sub-core business circle accounts for 20-30%, and the remaining 10-20% is the general business circle. Therefore, for stores, the main concern is the customers in the core business circle and sub-core business circle.

Among the factors that affect the radiation area of shops, there are not only relatively objective factors such as the format of shops, the size of their business area, the distribution of shops, the convenience of transportation facilities around shops, but also subjective factors such as the service quality, management level and cost performance of goods.

2. The penetration rate of shops and business districts

The penetration rate of store business circle refers to the proportion of stable customers to all target customers in the core business circle and sub-core business circle covered by the store. In fact, the penetration rate of store business circle is equivalent to the market share of stores in a sense.

The main factor that affects the penetration rate of the store business circle is the competitiveness of the store relative to those alternative stores that can provide target customers. If the store can provide more cost-effective goods than the alternative stores and provide more warm services to customers, then the penetration rate of the store's business circle will be higher under the same storefront area.

3. Population density of shops and business districts

The population density of shop business circle refers to the total population living on the land per unit area in the business circle covered by the shop. Generally speaking, this is a very important indicator when a store is located, and once the store location is determined, it becomes a "precipitation" indicator, which is an external environment that the store itself cannot change.

Second, how to improve the store passenger flow

1. Improve the store passenger flow from the perspective of improving the coverage of the store business circle.

From the experience process of a shopping brand-customer cognition-shopping experience-satisfaction-loyalty, the coverage of store business circle should first solve customer cognition, and then customer shopping experience. We can solve these two kinds of problems in the following ways.

First, the choice and adjustment of product structure in shopping malls

After the size and format of the store are determined, the depth and breadth of our products are actually mostly determined. Convenience stores/supermarkets/hypermarkets/specialty stores will have strict division and cross-format operation, which is unrealistic from the point of view of a single store, because a series of support in the background is difficult to change. However, there is still room for selection and adjustment of the product mix of the store. You can do something according to the level of consumers in the surrounding business circle and the situation of competitors in the business circle to highlight your own business advantages. As long as we have a unique selling point, we can avoid our slightly remote target customers being intercepted by the surrounding competitors.

B, improve the convenience and convenience of customers to the store;

The convenience and convenience of customers to the store is also an important factor affecting the coverage of the store's business circle. We can facilitate customers to reach the store by increasing free shopping buses, improving the parking environment of the store, and increasing bus lines or stations in our store in cooperation with the public transport department.

C, use the spread of promotional advertisements and service word of mouth to expand the business circle.

In order to improve the residents' awareness of the store, it is a good choice to spread the word-of-mouth brought by service quality through effective use of promotional advertisements and expand the business circle by using this diffusion. For example, you can consciously go to those weak areas to organize public relations activities and distribute promotional advertisements to improve residents' awareness of the store.

Strengthen the marketing in marginal areas.

Customers in marginal areas are the easiest to lose, and customers in marginal areas are also the easiest to be attacked by competitors. If we can establish an effective defense system in the marginal areas, it will be relatively easy to consolidate our overall market position. Therefore, the marketing of these marginal areas must be intensively cultivated, and an effective defense system must be organized, such as customer visits in these areas, community public relations activities, and the spread of promotional advertisements. These are the basic skills that stores need.

2. Increase the store passenger flow from the perspective of increasing the penetration rate of the store business circle.

Continue to follow the process of customer knowledge-experience-satisfaction-loyalty, and improve the penetration rate of store business circle is mainly to solve customer satisfaction and loyalty. If we say that what we do in expanding the coverage of business circle is mainly to improve customer awareness and customer shopping experience, then what we mainly solve in the next link is to make customers happy, highly satisfied and form repeated purchases.