What Are the Best Tips for Salon Marketing?

Store marketing is a concept corresponding to non-store marketing. It refers to the activities of selling goods and providing services in a fixed place of business to obtain profits.

Store marketing

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Store marketing corresponds to storeless marketing

With the advent of the new economic era, traditional store marketing is facing a new test. Online sales of online products are popular, and the convenience and low cost of their products have attracted a large number of consumers. According to data from AC Nielsen, in 2005, the proportion of Chinese netizens shopping online was 63%, and the proportion in Asia Pacific and the world was higher. , Which are 70% and 77% respectively, and this number is still on the rise. ^[1]

The traditional store marketing in the 21st century requires differentiation and innovation. The revolution in traditional store marketing (continued on the previous page of the letter) is a revolution in systematic marketing thinking instead of fragmented marketing thinking. In 1990, the famous American management scholars Prahard and Hamel proposed the concept of core competitiveness. They believed that with the development and change of the world, competition has intensified, product life cycles have been shortened, and global economic integration has been strengthened. The success of the company is no longer due to short-term or accidental product development or smart market strategies, but to the external performance of the company's core competitiveness. According to their definition, core competence is a unique skill or technology that enables a company to bring special benefits to customers. It is an important issue for traditional stores to adapt to the market demand and to shape the core competitiveness of individualization and specialization. ^[1]

Utilizing good techniques can make store operations very easy. During the operation of franchised stores (shops), you can quickly resolve profit barriers through shopping basket management and effectively improve business performance;

When it comes to shopping basket management, you have to talk about time management. In operation rectification, shopping basket management is two important points that are closely related to time management. Shopping basket management is a level of time efficiency improvement. In order to better facilitate Understand that we will temporarily operate the time management and shopping basket management as two separate points.

As we all know, aging refers to the sales generated by the store every hour during the unit's business hours. For example, the normal business hours of a store are 10 hours a day from 9 am to 7 pm. Assuming that the daily sales are 3,000 yuan, The average efficiency per hour is 300 yuan, and the immediate effect is 300 yuan. Finding out the minimum sales period of the day is the aspect we need to rectify.

In the process of rectifying the profitability of the store, aging is a very effective basis for rectification. From the aging performance, we can analyze the distribution of customers in a single time period, and infer the division of the store's daily busy season.

Shopping basket management is to analyze the composition of customer groups to carry out corresponding marketing measures. In simple terms, we can determine the composition of the consumer group in each time period according to the sales categories displayed in the shopping receipt and the consumption time;

[Example]: Take a jewelry franchise store as an example. Through aging evaluation, we found that the store's sales from 9 to 12 are the lowest. At this time, if we analyze the shopping basket again, the consumption from 9 to 12 am The crowd is a tourist crowd. The main consumer groups from 12:00 to 2:00 are working groups with a radius of 3 kilometers, while the main consumer groups from 5 to 8 pm are working-class workers after work. Through this group analysis, combined with the aging situation , We can carry out overall profit rectification, there are two tasks to do, one is to increase the categories that tourists like, and appropriately increase the display of products that are highly recommended for tourist groups before 9 to 12 o'clock. The second is to expand the marketing of commercial districts, do affiliate sales in commercial districts, and set up limited-time promotional activities from 9 to 12 o'clock. The effects of these two methods are immediate.

There is also a simple and effective way to effectively solve the problem of low timeliness, which is to implement membership-based marketing and market conditions. You can operate the member pin-type in the off-hours every day. The development of loyal members is an effective solution to the low timeliness and can drive A variety of profit sources; the profit model of membership system is currently the best way to use a profit, the operation method can be found in my other article (membership profit model to promote high profits).

When shopping cart management has a small ticket data analysis, the price band generated by sales should be an analysis-focused one. The franchise headquarters sometimes ignores this when guiding franchise store operations. When investigating the performance of franchise stores, After combing the price bands of the generated consumer products, we will find the distribution of the commodity prices in the price bands, and use this to determine whether the high-output price distribution area is a gross profit product. If it is, the sales are normal. If the price bands are concentrated, It is not a high-margin product, so it is necessary to formulate rectification measures to promote it.

For example, the jewelry store analyzed the price band and found that the price band is concentrated between 5 and 15 yuan. The problem will be obvious. The customers who consume are all aimed at low-priced products and promotional items. The gross profit margin of such products is very low. , Can not produce too much leading effect on profit. The work at this time is very easy, how to convert popularity into high gross profit. First, increase the sales of high and low-priced products. Second, change the display position and train shopping guides to promote high gross profit products. These two methods can also quickly drive store sales .

Timeliness and shopping basket management need to be carried out simultaneously. Many stores operate these two items separately during rectification, which will not only cure the symptoms but also the overall impact. In fact, during the operation of franchise stores (stores), there are a lot of profitable measures that can be rectified on the spot. As long as the methods are proper, they can quickly increase store sales.