Japan Electric Dealer successful experience dry goods sharing one

Japan Electric Dealer successful experience dry goods sharing one

8 times times the secret of--green dog Pet Shop

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Opening date: November 21, 2001

Number of employees: 52 (including physical stores, warehouses, etc.)

Conversion rate: 15.37%

Guest Price: 7169 yen

EDM Database (R-mail): 22,546

Cured the dog's disease by dietotherapy, so decided to open the shop

2008, Mr. Saku founded the Pet Shop, "at that time every month received 1000 consultation telephone, mail also has more than 300, for the most beloved dog, we all have a lot of questions and troubles." Minya, chairman of Green Dog, said. The store not only sells healthy dog food, but also answers questions about dog food and nursing, as well as consulting rooms that answer dog health questions. All dog owners can get free advice.

"It's not easy to solve so many problems at once," Saku laughs, "not only according to the breed, age, shape, but also according to the dog's usual food and living environment to answer the guests ' questions, which is quite time-consuming." However, let the host and the dog live a healthy, happy life is our mission. Hardworking, sincere attitude to solve the people like to keep the pet's troubles, this is the initial opportunity to Saku the original venture.

"At that time, a dog was sick, skin appeared some problems, very distressed, but there is no negotiable person." So I learned through self-study, dog food for dogs, did not expect the condition actually improved, suddenly found that only rely on food conditioning can cure! Because there was no thought to change the dog food, so think of the same annoyance of the people are certainly many, if there is a platform to communicate with each other better, so decided to create a ". Mr. Saku also got a pet care and counseling certificate. In the May 01, Mr. Saku created his own website, "Green Dog," and put forward the slogan "To send your dog to physical and mental health" and start selling the dog's associated products.

Six months later, we entered the Lotte market, so more people know our shop.

Service differentiation: "Commodity + knowledge"

To "for your dog can be assured that the use of goods" as the benchmark, after careful selection, online upload more than 200 products. Not only the selection of goods, we also made a lot of effort in page making. "In order to protect the health of the dog, the owner needs to master a certain knowledge, so we decided to print detailed information on the page." There are many kinds of dog food, we have done more than 10 different pages according to their kind, while writing all kinds of brand related concepts and quality information. On the product page, we label all the raw materials and specify the amount of dog food that matches the weight of the dog. Like this, not only the simple display of goods, but let the dog owners understand and understand all the information based on on-demand purchase. In addition, we also pay attention to the details of the photo. "In order for the photos to reflect more information, we really struggled, and Mr. Saku once let me repeatedly from different angles of filming, it is very hard," the soon after the manager Okada said with a smile.

According to the season to launch special purchase, turnover exceeded the shop turnover 60%

With the increase in the number of products and the continuous optimization of the page, the 2nd month to open the store sales reached 430,000 yen. "Work harder, certainly can reach 1 million yen", Mr Saku's method is to buy. "Buy goods must choose the quality of good, otherwise there is no meaning." To be honest, our commodity prices are relatively high. The beginning is the dog hair comb, spring is the dog hair season, comb is a necessity. The first group bought 50 participants, sales reached 300,000 yen, accounting for half of the total turnover. According to customer demand to launch the purchase of goods, there will be more customers, so the second time we in June group purchase in the introduction of the Summer necessities refrigeration board, dogs are not good at regulating body temperature, so summer can use cooling plate for the dog cooling. This activity is very good, group purchase turnover reached 700,000 yen, accounting for 60% of total turnover, monthly sales also exceeded 1 million yen.

Through the page, the physical store to communicate, the store to promote the increase in the number of fans

"Through group buying activities, the consumers who are interested in our shops have increased a lot rapidly." There are only 1000 of us in our database when we opened the shop, and the group buying season, which passed the cooling board, exceeded 10,000 in July 02. "A lot of people want to get our ad mail, and we're going to send 1 to 2 times a week," he said. In the mail, in addition to the introduction of merchandise information, we will introduce the dog's life is closely related to useful information, and in the top position of the message put the staff and dog photos, share the experience. This way has been praised by customers and trust, more and more people began to become our fans. The number of R-mail in June 04 reached 30,000, and the monthly turnover reached 7 million yen. This stage, Green Dog also opened the entity shop, not only sell goods, but also hold a variety of lectures, provide temporary pet foster services, to the entity store customers will also buy through the shop, online shopping will also come to the physical store visits, the effect of mutual benefit play incisively and vividly.

Advertising promotions, sales breakthrough 10 million yen

In the last month of 04, sales were maintained at 7 million yen, and in order to achieve the 10 million target, we enriched our staple dog food and began to use advertising to attract new customers.

We want to use advertising to achieve the desired effect, so we advertise to inform customers that we will sell 70 percent popular goods, the result March 05, as scheduled, reached 10 million sales target. Mr Saku seems to have started "to attract new customers is very good, but only the pursuit of this is a departure from their original intention to open a shop, only to increase the new source is not, so that the dog and the owner of a healthy and happy life is the most important."

Pet problem Answer page launches, conversion rate doubled

In the daily life with the dog, want to know things, confused things have a very good understanding, but can provide information platform is very few, so we began to create a special to answer the pet daily questions of the page. For example, the dry environment is easy to start static electricity, why the dog health problems such as detailed description, on the basis of the introduction of commodity information. We want these introductions to be interesting readings, so make the effort to do the planning, the conversion rate from March 05 to 3% to September 05 7%, through the album advertising Sales of Goods is several times the general merchandise sales. The launch of the album page has achieved good results.

Fu Bag Activities Lessons: 380 yen free Shipping test pack

January 06 sales were maintained at 10 million yen. In order to thank customers, Green Dog carried out a blessing bag promotional activities, prepared a lot of pet clothing, sales are very unsatisfactory. "Clothing size is not suitable, fu bag has become a garbage bag", "dog breeds are different, shape is also different" and many other negative information. Therefore, in January 07, we once again implemented the FU bag activities, this time we chose our very people's main commodity dog food, customers are very satisfied, said to buy the real fu bag. As a result, the project was swept and in short supply. In this case we understand that the fundamental health and well-being of life is to provide healthy food, we should let more people know how good our dog food. Our problem is that commodity pricing is high, so we plan to take a trial installation method, will be 4, 5 kinds of dog food combination package, free shipping costs only 380 yen, let customers try to see the effect first. If the dog eats and likes one of them, the customer will come back to the store again to buy. The result was a big increase in repeat sales, which reached 17.35 million yen in December 06. ”

Points sales, lottery draws 80% repeat customers

"Now, about 80% customers are repeat guests," he said. Monthly sales reached 20 million. So it's very important for us to repeat customers and we value them and have been committed to maintaining that relationship. For example, we will carry out multiple points for repeat activities, at the same time take the lottery to return the benefits. Before 3 o'clock in the afternoon the order will be shipped on the same day, so you can get "dog food just lost, fortunately store delivery speed fast enough, too good" such evaluation. 80% of repeat customers also means fewer new customers, so "how to let new customers choose Us" has become a subject to be considered in the future.

"In addition to sales, our dream is to let more dog people first think of green Dog, feeding the process of any problems, will first think of consulting green Dog." Establish a good customer relationship, customer recognition, so that customers can rest assured that we have been pursuing the ultimate goal. Mr. Saku said at last.