How to develop off-site marketing in bookstores

The survival and development of any enterprise is based on the needs of the market. Lecong Town, Shunde is a famous business distribution center in China, with three famous professional markets of furniture, steel and plastic. Lecong furniture market is the largest furniture sales center in the world, and Lecong steel market is the largest steel trading center in China. It is a large-scale steel trade professional market integrating steel sales, deep processing, warehousing and logistics, and a distribution center for steel at home and abroad. Lecong plastic market is the largest plastic professional market and logistics center in South China, and has become the largest plastic professional market and logistics center in South China. Therefore, books in bookstores must follow the needs of these three major trade markets and sell books on steel, furniture and plastics. In Shanhai Bookstore, these books are scattered and have never been scaled up. In Wanjuan Bookstore, a special counter has been set up: steel, furniture and plastic books. It is conceivable that the business of Wanjuan Bookstore will be more prosperous.

The second point: window products.

The window is a window for displaying products, and an important channel for delivering new products to the market and interpreting the promotion theme. Especially for the clothing market, window design has become a very powerful "weapon" for product promotion and has begun to play an increasingly important role in the terminal. Someone said, "Let the customer's eyes stay in the shop window for 5 seconds, and you will get twice as many trading opportunities as the competitive brands". It can be seen that setting up window products is of great help to product sales. In Wanjuan Book City, especially at the entrance, a window is set up, and the books placed are closely related to the current hot topics. During the general election in Taiwan Province Province in March 2008, the books in the window were "Nine Biographies of Ma Ying" and "Changes in Taiwan Province Province: The War between Democratic Progressive Party and Kuomintang Regime". During the American election, the books on the window were Obama Who Changed America, barack obama and Obama: He Will Change America.

Yesterday, I went to the bookstore. The above books are all about the financial crisis, such as the Great Depression. Lang Xianping said: No one can escape the financial crisis, Soros takes you out of the financial crisis, etc. Don't underestimate these window products, they are the first to attract readers' attention. Ordinary people visit bookstores, many of which are aimless and tend to pay attention to the hottest topics. If there are related books, it is inevitable. In Shanhai Bookstore, you can't find the most popular topic books in one place. If you want to find it, you can only classify it yourself, which undoubtedly delays the time and energy of customers.

The third point: provide supporting services.

I think it is the most unsuccessful practice for a bookstore not to set tables and stools for customers. But in real life, it just exists. In order to prevent customers from just looking and not buying, some bookstores have moved desks and chairs, and even sent salespeople to warn you: Don't look unless you buy. In Shanhai Bookstore, you can enjoy all these "discounts". You read a book for a few minutes, and there is always a salesman sorting out the book next to you. Although there is no direct explanation, that feeling always makes me feel uncomfortable. Undeniably, bookstores are not libraries or public service organizations. Bookstores should aim at making profits, so customers who read books in bookstores instead of buying books should be excluded.

In fact, I think: In fact, all readers must have their favorite books, and they will definitely buy books that they think are worth buying, and the price of a book is almost 10 20 yuan, which is affordable for everyone. It is impossible for a reader to come to the bookstore every day to read a few pages for his favorite book until he finishes reading it. Therefore, the practice of "preferential treatment" only depends on the fact that customers don't buy it, which is undoubtedly to quench their thirst and drive away potential customers. In Wanjuan Bookstore, on the contrary, there are two tables and ten stools for customers to rest. I think: with one more warm reminder, one more desk and stool, and one more glass of water, the bookstore's investment in supporting service facilities will be greatly rewarded.

The fourth point: customer relationship maintenance.

Nowadays, books are undoubtedly the most homogeneous products, and every book in any bookstore is the same. Therefore, in the case of the same products, price and service are the factors to be considered.

After my observation, there is no discount for books sold by Shanhai Bookstore and Wanjuan Bookstore. Therefore, whoever has good service will win the market. Take me personally for example. I must buy two magazines, Sales and Marketing and Finance. Sales and Marketing is a magazine published three times a month. Caijing is a bimonthly magazine. The two magazines were published at different times. For me, it is impossible to go to the bookstore every day to check whether the magazines have arrived, so in this respect, Wanjuan Bookstore is better than Shanhai Bookstore. The clerk of Wanjuan Bookstore found that I often visited the bookstore and asked for the books he needed. He wrote down my name and mobile phone number, and once the magazine came, he would call or send me a message. So even if I see the magazines from Shanhai Bookstore arrive, I will still go to Wanjuan Bookstore and ask if the magazines have arrived. If not, I'd rather wait a day or two. It seems that a short message brought a loyal customer.

In addition, Wanjuan Bookstore has also issued a membership card, and customers who hold the membership card can enjoy a 10% discount on the purchase of goods and earn points. Points can be exchanged for prizes, once a quarter, and can be exchanged for stationery such as notebooks and ballpoint pens. Although these are very cheap prizes, this trick is still very effective, because it captures the psychology that customers like cheap. Wanjuan Bookstore also records customers' personal data, such as their mobile phone numbers, e-mail addresses and the types of books they like. Every month I get an email from the bookstore, which contains the latest financial marketing books. Whether I buy them or not, I will think that this book is available in Wanjuan Bookstore. If colleagues and friends need it, I will recommend them to buy it.

Fifth point: E-commerce.

In Wanjuan Bookstore, in addition to the traditional counter-style practices, there are also e-commerce sales. In fact, the e-commerce marketing of books is not as profound as we thought, and it is not necessarily as simple as Dangdang and Joyo. The bookstore applies for a QQ number, and then adds the customer's QQ number as a friend. Once the customer leaves a message, what books are needed can be found quickly, quoted to the customer, and delivered to the door with the consent of the customer. Conveniently, a QQ number is the simplest e-commerce tool. However, in Shanhai Bookstore, the traditional counter sales method is still adopted, and the e-commerce sales method is underdeveloped, which undoubtedly loses a good sales channel.

Finally, I don't need to say that everyone knows why I often go to Wanjuan Bookstore to buy books. Of course, the business of Wanjuan Bookstore is better than that of Shanhai Bookstore. From the comparison between the two bookstores, I learned that in fact, many practices in business are simple but effective.