Actual combat: how to run an offline wooden floor shop?

Recently, I have been learning "5 Minutes of Business School-Practical Warfare" by Liu Run on the App. At present, I have just finished learning the knowledge related to channels, and I have been suffering from being unable to practice. When I study, I feel that everything is right; Forget it soon after learning; Even if it is output in the form of messages and articles, it is always one-sided and not grounded enough.

As it happens, I chatted with a good friend the other day and learned that our friend A Jun is going to open a shop selling wooden floors, which is currently in the renovation stage.

So, I want to take this as an example to apply what I have learned.

First, you can review what you have learned; Second, it can help A Jun; Third, it can be used in actual combat.

do it decisively!

Let's look at several key concepts: channel, flow, conversion rate, customer unit price and repurchase rate.

If users log on to your website, the website is your channel;

when users enter your store, the store is your channel;

users pay attention to your WeChat WeChat official account, then WeChat WeChat official account is your channel;

if you call the user, the phone is your channel;

if you distribute leaflets to users, leaflets are your channels, etc.

For example, if a user logs on to your website, the user is your traffic;

when users enter your store, they are your traffic;

users pay attention to your WeChat WeChat official account, then users are your traffic;

when you call users, users are your traffic;

if you send leaflets to users, users are your traffic, etc.

note: effective traffic is the most valuable traffic.

If you sell wooden floors, users who have houses and are about to decorate are your effective traffic, so you must focus on finding these traffic.

how to increase traffic?

for example, if 1 people enter your website (or store) and 3 people finally buy things from your website (or store), your conversion rate will be 3%.

how to improve the conversion rate?

For example, if you run a convenience store, and a user enters your store and buys three items, * * * is counted as 3 yuan, then this 3 yuan is the customer unit price.

how to increase the unit price?

for example, if 1 people have bought your product or service, and 3 of them have bought it twice (or more), your repurchase rate is 3%.

how to improve the repurchase rate?

In short, if we regard the channel as a funnel, then the traffic is the first layer funnel, and after filtering, we get the target users;

The second funnel is the conversion rate, which filters the target users into purchasing users again;

The third layer funnel is the customer unit price, which increases the amount purchased by users, and after filtering, we can get more valuable purchasing users;

the fourth layer funnel is the repurchase rate, which filters out the high-value buyers twice or more, and finally forms our highest-value users.

a formula: channel = flow x conversion rate x customer unit price x repurchase rate

in addition, let's take a simple look. Interesting effects of some users' decision-making:

1) users' psychological accounts of money: users' psychology: the small ninety-nine of spending money and saving money

2) semantic effects: interesting effects of users' decision-making: semantic effects

3) deterministic effects: interesting effects of users' decision-making: deterministic effects

4) sunk costs: interesting effects of users' decision-making: sunk costs

. Interesting effect of user's decision: anchoring effect

1) Product grade: choose three grades of products, namely high, medium and low, and the ratio of high, medium and low can be 2: 7: 1;

2) price grade: according to the three grades of products, the price should also form a grade, such as the high-grade floor in 24 yuan/Pingping; Intermediate floor in 9-16 yuan/flat; Low-grade products in 4-6 yuan/flat;

3) Hot-selling products: select 1-2 products from middle and advanced products and label them as "hot-selling products" or "products recommended by users";

4) Special price drainage products: choose one product from the middle and low grades as special price products, and this product can be sold at a loss;

5) Derivatives: By the way, we can sell related consumables, such as cost-effective linen for floor cleaning, raw materials for floor waxing, emery cloth for polishing, etc.

1) site selection: as I have no actual site selection experience and Mr. A has completed the site selection, this item is omitted.

2) Effective flow: Wood flooring belongs to a vertical industry, and effective users are the most valuable.

how to find the effective flow of wood floor?

1) exhibition design

2) full reduction sales strategy: it can be divided into two types, which are subject to cost accounting. One is according to the price; The other is by quantity.

1) Friend card

2) Customer management: According to the mobile phone number and birthday of the friend card, you can maintain a weak relationship with customers (that is, contact them once or twice a year), and send a blessing message on holidays or send a message when there are discounts;

3) Reward for recommendation: users who are already friends cards can recommend new users to buy, and there can be rewards, such as giving cash to the recommender 5 yuan (or vouchers worth 5 yuan, which can be used to buy derivatives, etc.) and giving the recommender 5 yuan vouchers, which can be used for the current purchase.

note: when recommending a prize-winning design, priority must be given to the benefit of the recommended person, not just the recommender.

4) community management: invite users who have applied for a friend card to the wechat group. The group has several purposes:

1. Pay special attention to

2. Statement: Since I have no experience in opening a shop offline and have no background knowledge in the wood floor industry, there is something wrong with the suggestion, and I still hope Haihan.

3. The last last

Last sentence: There is no end to learning from the sea.