What Is Retail Marketing?
Retail sales is a timely indicator of consumers' major consumption patterns and adjustments due to changes in normal seasons, holidays, and trading days. In fact, it is a statistical summary of the retail sales amount. All goods transactions paid by cash or credit cards are the business scope of the retail industry, and the expenses incurred by the service industry are not included in the retail sales. Retail data plays an important role in determining the economic status and prospects of a country, because retail sales directly reflect changes in consumer spending. Retailing includes the sale of durable and non-durable goods, as well as taxes on services and inevitable charges on goods, but does not include sales taxes that are borne by consumers.
Retail sales
- Retail sales (Retail Sale) is actually a statistical summary of retail sales amounts, including all
- Retail data is an important guide for determining a country's economic status and prospects, as retail sales directly reflect consumers
- In the U.S., the Department of Commerce's Statistics Bureau conducts a nationwide
Retail Sales Overview
- As the market matures and competition becomes more and more fierce, sales representatives are no longer required to sell goods to dealers. They also need to help dealers ship goods, that is, to help dealers do retail store work. pin. Procter & Gamble has a marketing department that is resident in customers, and has a special sales promotion lady to do store maintenance and promotion work. Similarly, SALES around Motorola is also responsible for managing sales promoters and providing services for retail stores. The marketing concept has been the consensus of marketing experts and enterprises.
- However, the problem faced by enterprises is how to operate. They just know the marketing concept, and they may not be able to make good use of it. Even if it is used, it may not be able to achieve the purpose of managing the terminal well, increasing the loyalty of the terminal and expanding the sales volume. In general, visiting retail stores is to complete the tasks of the enterprise: sales of products, terminal maintenance, retail store clerk training, and emotional communication between store owners, etc., which are organized into steps for visiting retail stores.
Retail sales step one
- Advance planning
- The plan in advance is to let the market representatives make clear the purpose of the visit. This visit is to collect payment, tally, maintain the POP of the terminal, promote the sales policy to the boss, or strengthen the relationship. The different purpose of the visit directly affected the success or failure of the visit. Secondly, when planning in advance, market representatives should design the route of the visit according to the local retail store distribution and transportation routes. Which store to visit first, and when each store stays
- Retailer Profit Graph
- Attention should be paid to the information sheet of local retail stores, the distribution table of local market capacity, the situation of local competitors, and the market dynamic record table. Basic information of the customer and some basic information of the local market. In this way, his preparations are considered complete. When visiting customers, it is necessary to update the above information in time to analyze the market situation in time to enrich the company's "knowledge" of the market. Also pay attention to carry related marketing resources such as POP, gifts.
- When planning beforehand, you also need to understand the working rules of the shop owner. The shop owner's free time may be in the interval of 9: 00-9: 30, or the interval of 1: 00-1: 30 in the afternoon. Other times may be filled up with purchases, internal management, idlers, sales, etc. If the market representative has something important to talk to the owner, choose the right time and place. If it is a general visit, the market representative should appear in front of the shop owner as soon as possible, and become the first market representative encountered by the boss. In some stores, the sales volume is relatively large, and the shop owner is busy. He must make an appointment by phone before the visit. The hasty visit will appear unprofessional and affect the visit effect.
Retail sales step two
- Master policy
- In some industries, prices and market information change rapidly, such as the IT industry and the communications industry. Therefore, market representatives must communicate with the company's sales manager before setting off to visit customers, to master today's sales policies and market trends. At the same time, we must say hello to the business manager of the dealer covering this retail store, to grasp the dealer's policies and market trends. Based on the two aspects of the market dynamics, it is basically possible to accurately determine the changes in the market, whether prices are rising or falling; what other agents are doing; what other manufacturers are doing; determine the tone of communication with the retail store owner.
- Also understand the company's promotional policies. How and when new promotions will start. What stage is the promotion now, when will the gift arrive, how much will it arrive, and what is the distribution principle? This will attract the boss' attention when communicating with the boss.
- What about the financial policy? Is the promotion quota subject to approval? When will the previous quota be recovered? Not knowing your customers' quotas, receivables, and the company's credit policy is a taboo for market representatives, the source of the company's bad debts, and the company's biggest risk.
Retail sales step three
- Observe the storefront;
- Some market representatives went to the boss and went to the boss to conduct a so-called "business talk" with the boss. Did not look closely at the store. Observing the storefront, you can see the placement of your POP, you can see the situation of competitors POP, you can see the situation of competitors' promotional activities. This way you can get first-hand market intelligence.
Retail Sales Market Representative Duties
- One of the duties of the market representative is to be a consultant for the retail store. The boss is hoping that the market representative can give him some professional advice. The market representative can observe the mental appearance of the store staff and the flow of people in the store. This basically knows the mental appearance of the boss and the sales status of the store, which lays the foundation for business communication. Observant market representatives can often help bosses find problems, make suggestions, and solve problems to win the boss's trust. Market observers who are good at observation can also learn from observations. When exchanging retail store management experience with the boss, they can continuously improve their professional level and lay the foundation for future staff training. [1]