What can be learned from traditional retailing

The turnover rate and the customer unit price are the key indicators to measure whether a Web site is selling goods. How do these two indicators improve? If we're going to look for ways to get through traditional marketing!

Consumer: What to learn from traditional retailing

Often have friends and I said that the site's traffic is too low. In other words, the site does not sell, no traffic is the main main reason , which is supposed to be many do the mainstream understanding of E-commerce.

So, the flow is very important, but in most cases, traffic does not necessarily represent sales. Lovo Online one year, the highest daily sales record of 820,000 yuan, to know how much traffic that day? Just over 20,000 independent ip!

In traditional marketing, we predict sales, usually using a relatively accurate mathematical model: daily sales = Terminal Quantity x daily turnover x customer price.

If we learn from the field of E-commerce, we can generally break the theory: Turnover rate and customer unit price, is to measure whether a Web site is the key to sell goods.

How to improve these two indicators? We have to continue to look for ways of traditional marketing!

At the end of last century, with Shulei as the representative of the domestic day of the department, in challenging the advertising pressure of Procter and Gamble, has summed up a very effective terminal winning theory: the store into a good, no good display, no sales; there is a good display, no good shopping guide, no sales; there is a good shopping guide, no good interception promotion, or no sales.

For reference to the Business-to-consumer, four steps: Vivid, appeal, commitment, cross display.

Vivid: Let the customer come and don't want to go

In entity retailing, we divide the passenger flow into three main categories:

1. Window passenger flow: After the sale point doorway, and noticed that sells the point window, but did not enter the store that part passenger flow;

2. Browse passenger flow: Enter the shop to do a short time stay, a cursory glance at some of the products of the passenger flow. In this category, it will be based on whether consumers touch products, divided into non-contact browsing passenger flow and shallow touch to browse passenger flow;

3. The depth passenger flow: carries on the trial wear, the trial passenger flow. They are often at the point of purchase, making it easy to make purchase decisions after proper shopping and promotional incentives.

Strengthen the attractiveness of the window shop, the greatest degree of the window to attract visitors to the shop, through the theme of the display to let into the store passenger flow, to become a shallow contact to browse the passenger flow, through the shopping guide services, and then let it become a deep passenger flow, and finally achieve sales. All of the lessons involved in modern retailing are called "terminal vividness".

To this mapping to the business, to improve the site's turnover rate, the first step is to minimize the site's bounce rate.

The website jumps out, may divide into two kinds: one is a screen jumps out (the window passenger flow), also has one kind is two screen and the following jumps out (no contact browsing passenger flow).

One screen jumps out of the reason is often very simple-consumers do not need!

To get stuck in the consumer's eye in the first 1 seconds of opening the site, the first is to tell him clearly what you are selling; second, in the first screen as far as possible to show the high degree of concern, high demand for goods, show the demand for goods more widely the better; Finally, the first screen display of the goods to have the temptation, or design, or price.

Imagine, when we enter a strange brand of the store, must have learned from the shop to know what the brand is selling, but also must be displayed by the display of goods to attract.

Now that you've been attracted to a screen and you're starting to go down, why do you jump out of two screens and below? The attraction of the product itself is clearly a big problem.

On display, the purpose and type can be divided into two kinds, one is the scene-style theme exhibition, there is a standardization in the shelf display.

The purpose of the scene display is to allow consumers to consciously take the seat, the emergence of situational Association, Lenovo has its own future effects, its purpose is to stimulate demand, this point, Ikea's model room is classic.

Standardization in the shelf display, is to reflect the series of categories and the fullness of style, Wal-Mart is typical.

Taking this as a reference, looking at the current website of the Business-to-consumer, its first two screen below the merchandise display, the error is basically the same:

1. The product performance lacks the situational experience.

The product performance of the consumers, more and more realistic, more and more lazy, in addition to goods or merchandise, no use of display, no scene simulation, no emotional desire, even models are lazy to use. To know, consumers want to buy is not a commodity, but from a specific commodity, the expected value of the use, emotional values.

On the scene-style display, the customers are really open-minded to learn about Taobao's women's shops, Madou (model nickname) + Street shoot (shooting on the street), consumers feel full of self.

2. The style display is not plump enough.

In the physical retail, by the category of concentrated display, a single category of the more plump sales force, has been proved to be a basic display principle.

To be honest, the category display of most of the home page of the Business-to-consumer website is quite confusing. Probably because the product line is long, the style is many, anxious each category to pick a heap on the home page, lest the consumer missed what.

This all-encompassing category display greatly weakens the attractiveness of a single style to consumers. If the home Ladies area has 10 product display, piled on such as long skirts, skirts, blouses, suspenders, hot pants 10 different categories of products, it must be far below the click of only 3 categories, each category exposure 3~4 products.

Appeal: Stimulate the purchase of the subconscious

Vivid display on schedule adjusted, but why is there a part of consumers to your site, still choose to jump out?

Aside from the price factor, there is probably only one reason: there is no demand for the products you supply.

This is an objective answer, but it also reflects the biggest embarrassment of the current business of being in the business of selling goods, rather than selling demand.

The sale is very simple, the commodity, the price, is more than whose pattern style more, is cheaper than whose price. This may be a good way for those commodities that are rigid in demand, and consumers are carrying their wallets with them. For example, 3C products, as long as you sell the whole network the lowest price, but also to ensure that it is authentic, after-sale also has protection, consumers will naturally buy your single.

But what about the elasticity of demand? In many cases, the consumer demand for these goods is often hidden, and it may not even be clear to consumers themselves why she browses the merchandise, perhaps just to spend time in boredom. Obviously, this time rely on "product + price", it is difficult to sell the goods, straightforward products exposure, in exchange for the high jump rate.

The only way to change the situation is to grasp the potential needs of consumers, clear each category can provide him with the benefits and value, and then to the greatest extent to stimulate the consumer's desire to buy, this is the appeal!

Lovo last winter to push a category-grinding fabric bed four sets, priced 549 yuan/set. In accordance with the mainstream practice of the main, is to pull ads on the home page, product close-up, and then labeled Copy: "Winter must be, grinding four pieces of sets, 549 yuan/set." ”

But so naked expression, not necessarily can sell goods, one is the product unit price already in challenge the psychological limit of the net buys, secondly grind wool fabric in net buys young white-collar, cognition penetration rate is too low.

We think that we may be able to put aside the product, and consumers do need to communicate. So in November, the first wave of promotion, we emphasize the value of the product experience: "Blanket no longer cold-you have never enjoyed the grinding of four pieces of soft warm", the product line at the beginning, the shipment is very fierce.

2 months later, when the sales began to come down coincides with the end of the month, we try to adjust the direction of the appeal, from their own market to attack the gift market instead: "Mom and Dad's blanket warm?—— they have never enjoyed the grinding of four pieces of warm," "Shipments V-type reversal.

In just 3 months, grinding four pieces of single product sales contributed more than tens of millions of dollars, the average turnover has been maintained at 5% of the high.

"Don't sell the steak, you'll have to sell the steak," said Ogilvy. How do they feel about this?

Commitment: Direct Pull basket rate

In the field of business, there is a marketing parameter, has been neglected by everyone, that is the decision-making cycle.

The so-called decision cycle, refers to the time interval between the consumer registering as a member and the first attempt to buy (if a better method is found to calculate the interval between a consumer's first login to the site and the first attempted purchase), the data for the decision cycle is more accurate.

The statistical value of the decision cycle is to quantitatively evaluate the brand trust of the Business-to-consumer website.

Why does it take a few days for a decision to think about a consumer from a single commodity to the last purchase? Why the entity consumption, but rarely see the coy hesitant, in the store door wandering tangled up for several days of the situation? The fundamental, or trust.

Some people will think that the decision-making cycle is long, anyway, sooner or later consumers will buy in me, not today, is to buy tomorrow, no loss.

In fact, it's a big loss.

All purchase behavior of the decision-making base, must be impulsive. Why do we have to do the vivid, why to promote, why to do all the best packaging, the purpose of only one: let consumers impulse up.

Why does the store have to drive so many cash registers? is to prevent consumers in the process of waiting for the cashier, the impulse to buy the goods from the shopping cart to take out; not the service consciousness went up, but afraid you at the cashier's more than 10 meters road, calm, back.

So, the longer the buying decision cycle, the more customers are lost, the more they may forget the site, the product, perhaps waking up with the product, or they've been on another site, and so on. The consumer is like the sand, inadvertently, from your fingers between the flow away.

How to maximize, so that those who have been impulsive consumers, shorten the decision-making cycle, immediately basket payment? There is only one way: Promise! A bold and sincere commitment! Dispel all his obstacles to trust!

You promise, I dare to buy!

Cross display: Pull up your customer unit price

As to the maximum value of the unit consumers, there are two key indicators in traditional marketing classics, one is lifelong contribution and one is a single contribution.

If the life-long contribution is by product line width, product quality, after-sales service, such as a series of comprehensive factors, then a single contribution, then directly test the sales force of the website, push a large single sales force.

The value of a single push is not just the sales contribution, but, more importantly, the profitability of the Business-to-consumer. As long as the customer unit price is high enough, and the product gross margin is appropriate, the customers should be decidedly no profit of the predicament.

There are usually three ways to push a big bill:

The first one is to reduce the number of groups. This way to make full use of online shopping small white-collar workers in the office of the sister coterie, 1 original price, 2 pieces of 90 percent, 3 pieces 80 percent ... As long as there is price temptation, and the number of threshold is not too high, small white-collar workers are willing to organize small group buying in the office.

Second, the fulfilment of the promotion. This way better operation, full 200 yuan free shipping, full 300 yuan to send gifts and so is this category. Do not underestimate this simple way of fulfilment, it to improve the customer unit price effect, simply call it is immediate.

Third, the combination of recommendations, bundled promotions. This approach is a test of product managers ' insight into the market, what to add and how many yuan, what to add what the gift, the form is very simple, difficult is the two bundles of goods, in the process of selection, must take into account the relevance of the product, and consumer combination of demand.

By the way, at present, the general people of the "Buy and buy, look at the" recommendation system, the general use of automatic system calculation, the lack of artificial guidance and intervention, the effect is very general.

In short, strengthen the vivid, reduce the bounce rate, strengthen demand guidance, with the help of point promotion lever, the basic skills of the site to do a solid, sales doubled in fact not difficult.