In the process of increasing the customer's unit price, it is important to develop specific and operable marketing methods and technologies based on the customer's above behavior factors. Only when all marketing activities of the store are adapted to the customer's purchase behaviors and consciousness can the marketing results of the store be effective and efficient.
The customer unit price, as a result of the customer's in-store purchase behaviors, is generally composed of the following five main factors that are interrelated and interact with each other.
Customer unit price = dynamic line length × stay rate × attention rate × purchase rate × number of purchases × commodity unit price
The nature of the product and its location in the store are the main reasons for attracting the customer's walking distance and staying for a long time. When designing the in-store path, the prerequisite is the overall layout of the product. To achieve efficient commodity layout, you must pay attention to the following: purchase rate of each commodity group in the store, distinguish between the commodity group with a high planned purchase rate and the commodity group with a high unplanned purchase rate, determine the depth of the purchase relationship between different product groups, the customer's purchase habits and order, the product combination that meets the consumers' living habits, the connection between the in-store dynamic line mode and the customer price, the space size and efficiency of each commodity group, and the basic shape of the store
- Stay rate (total stay times/dynamic line length)
Customers can only walk in the store, which does not produce any productive business. The actual purchase motivation can be generated only when the customer stays in the sales area in the store and collects product information. When designing a store, you must consider the following items: product configuration of each channel in the store, Association of commodity groups between the channels, end-frame product display plan, product display mode and performance level, pop ads and other direct product information.
- Attention rate (attention/total stay times)
The so-called attention rate refers to the ability of a product to attract customers in a store, or the "line of sight control capability ". In order to attract more customers' attention, the production enterprises constantly design new packaging, colors, and capacities, and carefully calculate various positions in the store, its purpose is to differentiate its products and brands from those of other companies, hoping to attract more customers to promote sales. Pay attention to the following methods in product display: Product Classification, product expression, product display range, display volume, product color, position and change in the display shelf, design and position of POP advertisements for commodities.
- Purchase rate (number of purchases/total number of notices)
If a customer stops making a purchase decision or suspends the purchase, the stay will become meaningless. Therefore, reasonable configuration of products, product color combinations, product display methods, pop advertisement forms and content based on customers' purchasing habits will stimulate customers to make purchase decisions.
The more items a customer buys, the higher the customer's unit price. The main way to increase the number of items purchased by a customer is to arouse the impulse desire of the customer. The specific method can arouse customers' interest and attention through a large number of display, associated display, pop advertisement, brand goods, new goods, seasonal goods and reasonable configuration of sale goods, stimulate consumer Lenovo purchases and impulsive purchases.
The increase in the unit price of the purchased goods mainly depends on the enterprise's price policy, the reasonable configuration of the price belt, the position of the product display, and the quality of the product. At present, because the chain supermarket enterprises have used the POS system on a large scale, this provides an empirical analysis for the research and development of the store management technology. Only by precisely managing the POS system and designing the store operation methods can the customer unit price be steadily increased within the controllable scope of the enterprise.
The customer unit price is the number of customers (that is, the number of small tickets) who purchase products in addition to the sales volume of the store within the unit time ). In general, the store calculates the customer unit price once a week, and obtains the customer unit price based on the sales volume of one week except the number of small tickets. For example, weekly sales of store a: 32000 yuan (80 persons × 400 yuan); weekly sales of store B is 32000 yuan (160 persons × 200 yuan); weekly sales of store C: 36000 yuan (60 people x 600 yuan); D store weekly sales of 50000 yuan (100 people X 500 yuan ). From the above data, we can find that the average unit prices of customers in store C and store d are relatively high. Although store B has a large number of customers, the average price of each customer is only 200 yuan, if the unit price per customer can reach 600 RMB/person for the c store, the performance of the B store can be increased to 9600 RMB. Therefore, the customer unit price is a key indicator for improving the store performance.
The increase in customer unit price depends on two aspects: the joint rate and the increase in sales of high prices. The product can be upgraded from three aspects: 1. Combination and order, including accessories; increase the price ratio based on the customer's needs. 2. products with relatively high prices are displayed in the gold display area or model, allowing customers to pay attention to the high price first. More products are displayed in relevance to facilitate joint sales. For example: there are trousers, ties, and coats next to the shirt. Customers can easily pick them up and recommend shopping guides. 3. high prices should be recommended for shopping guides in the sales process, when the customer first sees the first expensive dress, and then sees the second expensive dress, they feel that it is not that expensive. On the contrary, they first introduce cheap clothes to the customer, we have no chance to introduce more expensive customers. Once the customer feels expensive, we also need to find a way to pull low-price goods to intercept the customer. The associated sales should be completed during sales. The operation points are as follows:
- Make incentive policies for joint sales. Joint sales are divided into positive and negative incentives. A positive incentive is to set up the highest single prize for the month in the store. Negative incentives are in sales. If a salesperson sells one item, then the salesperson will lose 10% of the sales and take the basic salary for rewards and punishments, which is opposite to positive incentives, negative incentives must be "aggressive" and serve as a warning.
- The shopping guide should have the consciousness of selling one or more pieces to customers at a time.
In short, improving the customer unit price is a comprehensive task. We need to make an article on incentive policies from ordering, display, and preparation, and work hard on matching and joint sales.
From Weizhi note (wiz)
