用芝麻打开零售之门--细节的魅力（Open the door to retail with sesame -- the charm of detail）

1、用芝麻打开零售之门-细节的魅力（Open the door to retail with sesame - the charm of detail）Xin Lu usually prides himself on purely rational consumers and will not be caught up in the "tricks" of the business. "I play with these, too little play a big knife before Guanggong" Xin Lu often think. It

2、's no wonder that Xin Lu engaged in market work for many years in the world famous consumer company, work is the ultimate consumer, the main work is always trying to change all kinds of consumer attitudes. If consumers are more or less a little emotional, then Xin Lu this kind of person may be m

3、ore rational.The appeal of "one word" - triggering a mall warX city is the Northwest Central City, and the two or three largest shopping malls in the downtown area have been fiercely competitive. A few years ago, B stores, in order to occupy a powerful position, the surprise launch of the

4、theme "buy two hundred, send one hundred" promotional activities, a message will be boiling Yang Yang. Xin Lu belongs to the number of men love shopping, he decided to field a look, even see a few days found: first, the flow of people than in the past has increased significantly, an increa

5、se of at least 15% (he often go to the mall, can be compared; in addition, out) promotions are not carried out in the whole business field, but only limited to clothing shoes and hats, gift shopping coupons, must be in the area of consumption. Xin Lu know that the original shopping malls in the 30 p

6、ercent off concessions, is now more preferential it? He first contrasted the discount rate:Commodity price, discount rate, actual purchase price, merchant parlanceIn fact, it can be seen: the discount rate is only 3% lower than in the past, Xin Lu further thought: Mall turnover comes from the consum

7、ption of two people: one, the original people (not to engage in promotional activities will patronize the consumption of people) two, new people (for promotional activities to consumption of people, not the original consumption stream) reduce the promotion, new people will bring some of the extra sp

8、ending, even if people did not add any consumer, the supermarket is only weak price: increase the discount rate of 3% for the traffic growth of at least 15%, in the competitive environment this is undoubtedly a very good result. In contrast to other competitors, the many shopping malls have tremendo

9、us effort, huge investment promotion costs but have little effect. Think again: if the shopping mall only under the banner of "new 97% off discount", what kind of return will it get?. Later, several other competitors had to follow suit, for a time, "buy 300, send 200", "buy

10、100, send 68", one after another, so as to become a few years later, X city business circles can not be wiped out of the landscape.In a word, "small tricks, one trick", Xin Lu thought. He felt he would never be caught. However, things are not absolute -Additional sales method - cake f

11、oreign flagMaky cake is the most famous brand west of the city of X, just a few years, has branches throughout the high streets and back lanes. The earliest main milk birthday cake, the current products include various types of West Point series of dozens. The recent launch of the "Beatles"

12、; series maky cake creative design bold new, far more than similar stereotyped style, really attracted a lot of attention. In fact, the production of milk cake tastes are similar, not much difference between, and many competitors, including the strength of the people, why can The Legendary Swordsman

13、 Miqi now? Xin Lu always wanted to know why. A symplectic way overtime late to buy something belly pad, stroll to a bakery nearby maky, he chose a block before eating the cake, feel a bit a bit, look at the other varieties but still did not buy, it found the cashier placed a few blocks have never se

14、en grass green appearance is lovely trendy cakes. At the cashier cashier ready to play a single hand stopped, she seemed to notice Xin Lu's eyes, then seize the opportune moment to recommend: "Sir, this is our new mung bean fragrance bread, would you like to try?" The shop girl's s

15、mile was sweet and soft in the soft light of the shop. The idea of buying or not buying was at war, but Xin Lu finally failed to refuse.Afterwards, Xin Lu rather regretted, because the mung bean bread didn't suit his taste, but how was it in the meantime? The eye-catching display, mung bean brea

16、d novel and attractive cashier appearance, the clerk Miss kind recommended one float now Xin Lu head, is composed of the three additional sales factors, to Xin Road step by step closer maky "trap", contributed to a would not have any business. Xin Xin originally heard of a statistic, McDon

17、ald's, Kentucky Fried Chicken, a similar sentence recommended every year will bring XX% turnover growth, he now a little faith. In addition, although the road is not symplectic taste love bean bread, but there may be other people love, if not maky make this effort if it knows how many people lov

18、e this kind of bread? It is important to know that new products have to be tested to succeed in today's competitive environment,Without constant and successful new product launches, how can the enterprise stand and develop? Look at McDonald's and KFC all time is no surprise.Two packs of Yang

19、 contributed to a loyal consumer - Watsons internal strengthOnce, Xin Lu for his girlfriend to buy their favorite XX brand bayberry, this bayberry, other supermarkets are out of stock, only Watsons supermarket may still have little inventory. Xin Lu just on the way, he thought to himself: "wait

20、 until six o'clock in the afternoon, and then go to buy may be out of stock, it is better to make an attempt.". About four in the afternoon, he found the Watsons phone call in the past, go to the shop staff immediately after receiving the call, "and two" Xin Lu burst Qiexi "t

21、o leave the goods?" Asked the clerk further, Hsin Lu was a little surprised. He made an immediate appointment to shop at the shop at seven. After work, rushed to the store, the price is not required for Xin Lu Yang Mei, he is a little disappointed then asked the clerk, the results are a little

22、more than an accident, the original shop received after a phone call in the area of Xin Lu specially reserved for him the two bags of red bayberry.This is an accidental or inevitable, Xin Lu do not know, but this behavior completely let Xin Road this rational customer, from now on Watsons has a new

23、understanding. This is not so easy, in today's complex business society, trying to do ten things may be difficult to pull consumers to you, instead of a thing may let consumers away from you. Xin Lu thought: at that time only stores have two options: first, ignore the Xin Lu reservation, then th

24、e store will have other buyers, but is just a too ordinary business, change the mentality of buyers did not, and at the same time, the store will give Xin Lu leave a bad impression. Two, the shop is reserved for Xin Lu Yang Mei, then the shop will risk - but this is not life to risk losing a sales o

25、pportunity from 4 points to 7 points. Moreover, the shop will by two packs of less than ten yuan. Completely win a customer's heart. So it seems very easy to make a choice, but how many stores can think of this beforehand and carry it out? "Do you want to keep the goods?"" Just fo

26、ur words of timely follow-up, it completely changed the mentality of a consumer.Christmas Eve hot - flaw in the plan failedSo far, Xin Lu was impressed by the company's Christmas Eve promotions last year. Many high school students in X City, Christmas is always their favorite, the annual Christm

27、as Eve from seven around the downtown main commercial street will have tens of thousands of people surging until morning, usually the strict control on both sides of the road there is no limit on the night will not. Value camera set is the company's strategic point, target consumer groups happen

28、 to be high school students, the company decided to use this opportunity to promote. Xin Lu as the main lead of the activity, personnel first made careful preparation, from promotion personnel, selling point POP, sample sample display to the arrangement of the site, all without exception. Almost all

29、 people believe that this is bound to win, and Xin Lu is also full of vision, set the site sales target XXXX taiwan. List late 6:30, stream of people, such as, the plan is scheduled to carry out, Xin Lu were inspected several major promotion points, and then the results almost everyone disappointed,

30、 sales are far below expectations. Xin Road has organized many similar hot selling activities in the past. It can not be said that there is no experience. What exactly is the failure?He thought: Although the overall sales are not ideal, but is located under the center of a famous building Z marketin

31、g point of sales, and other promotional sales in advance is considered the geographical position as well as the Z. Xin Lu cause analysis found a very important point, Z point is near the famous buildings to below the projected light bright, like a free lamp, and the ground around Z is also open a lo

32、t, compared with other promotional light weak, narrow space, will be submerged in the vast sea, how can to attract more consumer attention? Even if consumers can get understanding, for this fine camera of consumer durable goods, he can not see the products, how to buy?! Xin Lu elaborate product disp

33、lay, POP layout, and the magic: free shot fast image display, all these means there is no adequate light, like smoke and mirrors, greatly reduced. In addition, cameras are used to take pictures, and perhaps more should be prepared for consumers to buy cameras on Christmas Eve, Xin lu.The stereo disp

34、lay on the middle and lower compartment of the CellStar Telecommunications "X mobile phone terminal market has been fierce competition, gradually occupied the CellStar Telecommunications stores catch up from behind the lead position. Xin Lu went to the store to visit CellStar Telecommunications

35、 many times, he found a CellStar Telecommunications has significant features different from other stores: vertical display cubicles, about 2 meters high,The length is unequal or continuous or interrupted. There are 1 square square compartments with 30 cm square inside. 1 compartments display 1 mobil

36、e phone samples and are equipped with two small spotlights. A small compartment interior light yellow, the whole exterior decorated with black, yellow and black color and uniform in addition to CellStar Telecommunications; the same height, the width of about 1 meters of vertical independent brand sh

37、owcase, used to display a brand series of prototype and promotional gifts. Most of the other mobile phone stores have only two main display props: 1, with the waist flat sales counters; 2, at about 2.5 meters high layout posters and so on POP. There are more than two kinds of bee props, but other st

38、ores are not the CellStar height of two meters, is dedicated to the display prototype vertical compartment counters and brand counters.Xin Lu found CellStar Telecommunications unique display props have many advantages: first, full of detailed investigation of the consumer and the waist to flush the

39、sale counter often at this time, the "vertical CellStar Telecommunications cubicle" display counters will attract other store, do not squeeze into the lower selling counter, four or five meters more consumers near look, thus increasing the number of eye of the overall concern; second, prov

40、iding additional special display space to phase area and other mobile phone brands of other manufacturers, is strong in the manufacturers, but also conducive to business; third, "cubicles" this "art" display for the mobile phone consumer goods added a lot of elegant and delicate

41、taste, a strong improvement of the mobile phone category image, stimulate people's minds indelible vanity impulses; fourth, from the overall rows. The Bureau and other mobile phone terminal market differences, highlights the positioning high-end retail stores as a bee.Mobile phone stores, CellSt

42、ar Telecommunications, three-dimensional display for:On: 2.5 meters or so highly arranged brand identity, price / promotion POP attract more distant consumers;In: 2 meters high, CellStar's unique vertical compartment display combination; brand display counter;Next: the sale counter that is about

43、 1 meters high and waist flat;At one time, "Starbucks experience very much enamored"Starbucks's Lujiu Xin Wen, a trip to the coastal metropolitan city of S, naturally can not miss the opportunity to visit. After a cup of coffee and a half hours disappointed: store layout decoration no

44、odd, no odd, no taste of the coffee shop, no price, odd odd leaflet etc. POP., Starbucks advertised the coffee culture does not seem to make any Xin Lu feel, he even suspect that he is not the wrong place. The. Sure a seat for a moment, a clerk came to his side, holding a cup of coffee, "Sir, t

45、his is our new XX new taste of coffee, you can have a try?" Xin Lu could not refuse, but he thought to himself: "free drink, although not seen in the coffee shop, but also in many other occasions, it is not surprising.". The new taste fresh and unique, let the people willing to accept

46、, after drinking coffee completely, Xin Lu feel a subtle change. As he finished preparing to leave, the clerk appeared before him. "How do you feel about our new taste of coffee, sir?"" "It's not bad," Xin Xin was surprised, and casually replied, "could you please t

47、ake a look at this questionnaire?"" The clerk handed a small one page. Xin Lu looked at an inquiry voucher. The design was exquisitely printed, and there were not many questions. When Xin Lu answered it readily, he handed it to the clerk. It was only two minutes before and after.Sample delivery, free tasting, is currently almost rotten promotions, businesses often complain: "now send things can not be sent out these days.". Xin Lu also noted that many food and beverag