How to improve the sales performance of stores?

Stores are the lifeline of enterprise's survival, and the performance of stores is the composition of enterprise's sales target. Without the performance of the store, the overall index of the enterprise can not be guaranteed, and whether the store can maintain normal operation is very important for the enterprise. Step 1: Deeply tap the potential of existing products. What I want to emphasize here is that products are not only tangible products, but also services, store design and layout are all part of our products. We can improve from the following aspects: We know that the performance of the store = number of customers entering the store * purchase rate * customer unit price * repeat purchase rate * recommendation rate. As can be seen from this formula, as long as we increase any of these indicators, our store sales will increase. 1. Increase the purchase rate of existing customers and increase the unit price of customers. We can increase the customer's purchase by increasing the shelf rate of products, that is, increase the customer unit price. For example, a customer wanted to spend a coat in the store, but when he visited the store, he found that he liked a T-shirt, so he might buy two at the same time, and the sales would increase accordingly. 2. Attract customers to buy, of course, the display of the window is also the top priority. The design of the storefront is really European-style, as magnificent as a palace. Is the nobler the better? I said no, the design of the store should conform to your product positioning and crowd positioning. If it is too high-end, your customers will be intimidated by you and won't walk into your store. If it is too contradictory, it will affect the brand image and your customer base will not buy it. 4. Improve service quality. This is what we often say. We compare the quality of the same product, the price of the same quality and the brand of the same price. Then in the case of similar brand awareness, quality and price, we will definitely compare services. The ultimate competition of stores is the competition of service quality. In today's fierce market competition, who dares to say that they don't need services and only rely on products to win the market? A few years ago, telecommunications, postal services and banks didn't need to provide services, because you couldn't get good services there only with them. Now, they are also facing the pressure of competition and gradually play their own service cards. It can be said that whoever has a good image of service quality in the eyes of customers will win the market. From 1984 to now, Haier has changed a lot from scratch, from small to large. Haier's service concept "the customer is always right" has also been consolidated and developed, and new content has been continuously added. During the "Ninth Five-Year Plan" period, Haier's work goal is: "centering on developing star service to become the first famous brand of household appliances in China, focusing on the continuous expansion of market share and continuous innovation of products, and building Haier into an international multinational group company by 2000." This is the core goal of Haier's second venture. In terms of star service, Haier put forward two requirements: first, it constantly provides users with unexpected satisfaction; The second is to let users have no complaints when using Haier products. The structure of "consumer service production" has become the basic management framework of advanced enterprises today. In this framework, service plays an intermediary role in communicating and connecting consumption and production, and the main position of service can not be ignored or shaken at all; Without an advanced and perfect service system and means, it is impossible to attract consumers and occupy the market, and it is impossible to expand reproduction. At present, Haier has established a star service strategy of "high standard, refinement and zero defect", and "seeking the market by service", "creating an international brand by service", "expanding the international market by service" and "driving product innovation by service" have become the main ideas of Haier's second venture. Step 2: Add a new product 1. Improve the performance of products and increase the functions, colors, varieties, specifications and models of products. 2. Providing new products Vantage attracts consumers by improving the functions of range hoods and creating original automatic cleaning functions. Everyone knows that the use of range hoods is a very headache for cleaning and hygiene, especially for the cleaning of the inside of the smoke cavity. Vantage knew the customer's demand, so he set a high-pressure water pump on the top of the range hood, and used three-stage pulse to achieve the cleaning effect, which is called "one-key core cleaning". In the industry, Sakura emphasizes updating the oil net every year and sending it to the net for free; The boss advocates no dismantling and no washing. These improvements to product functions have won market recognition. Step 3: Develop new markets. Don't expect your products to occupy 65,438+000% of the regional market. When your market share reaches a certain level, there is not much room for market growth. At this time, you can explore new markets and improve your performance by joining the chain. Allen Story Bar, which we are all familiar with, is a typical example of rapidly expanding the market by opening a franchise chain. Make it bigger and stronger. Allen opened the first Allen Story Bar in Chengdu in 2002. At first, business was not very good. Later, he used online advertising to quickly open a franchise chain store in China. At present, there are 1 100, which is the largest theme bar chain enterprise in China. The fourth step: resource integration. Resource integration can integrate your marketing channels into the front end of your industrial chain, or into the back end of your industrial chain, or horizontally. Well-known leisure clothing brand Metersbonwe Bang Wei Bang Wei is a typical case of marketing channel integration. He doesn't make clothes himself, all the clothes are made for him by others. Zhou, our boss, said, "If he wants to do it, he will do the most meaningful part of the industrial chain." He firmly grasped the most profitable part of brand promotion and channel resource integration. By opening up trivial production links, Bang Wei Company is actually a brand operator. Nowadays, the market competition is becoming more and more fierce. Whether stores can create good performance is a difficult problem for bosses. Many people feel confused and at a loss. In fact, in my opinion, there is a way to increase store performance. As long as we combine the actual situation of our own stores and find the growth point of performance, the confusion will be solved. I hope the above four steps can give some inspiration to the bosses.