The development of the Internet age is becoming more and more mature, and the mining of online traffic is becoming more and more difficult. As for physical stores, we generally have the impression that the offline operation cost is very high. In fact, the online and offline customer acquisition cost has almost reached the same critical point.
Now that new retail is in power, giants have returned to overweight physical commerce. Brands that once focused on the online market have also begun to move offline, and retailers have returned offline to seek new opportunities. So, how should physical stores operate to make profits?
1、 Product: provide users with what they want
With the same cup of milk tea, the tea can be made like this.
In terms of product strategy, you should treat yourself as a consumer. If you are not satisfied with your products, don't lose your reputation. In the era of big data selection, consumers need to provide what stores want, and customers have too many choices. You are not so important to them.
High quality products need to be polished and optimized by huaxinsi. The same cup of milk tea can make different stores have the same taste. In addition, physical store merchants should also consider whether they can provide customers with other valuable services in addition to the products themselves?
Take the barbershop as an example, you can teach some nursing knowledge; Selling confident cars can share some repair skills with customers, etc. How to better meet the needs of customers than competitors is what physical store businesses should think about.
2、 Service and experience: making customers comfortable is the best service
Compared with e-commerce online stores, the biggest advantage of physical stores is that they can have face-to-face contact with customers, display the products in the store, provide services to make customers excited, and then place orders.
If the service and experience of a physical store are not done well, there will basically be no second chance for customers to come to the door, so "bankruptcy" is natural. In staff training, we should also emphasize that we should not be blunt, be natural, smile naturally, address naturally and walk naturally. Making customers comfortable is the best service.
So, how to improve the customer's store experience? There are many people queuing at peak hours, resulting in a decline in user experience and a poor impression of the store.
You can try the law of peak and end, which roughly means that if the experience is pleasant at the peak and end of an experience, the feeling of the whole experience is pleasant. IKEA is an expert in applying the law of the end of the peak. I don't know how many customers' hearts the ice cream at the door bought.
3、 Increase sales: flow x conversion rate X customer unit price x repurchase rate
Traffic: the cost of buying traffic is too high, and the result is unpredictable. The best thing is to make good use of natural traffic. If you pass 200 people in front of the store every day, how can you attract them into the store? The front door is very important. If the customer looks at your front door and doesn't know what you sell, change it quickly. The front door should explain what the physical store does. It's best to convey what benefits you can give customers. Users only care about their own interests.
Conversion rate: how do customers convert after entering the store? Seize every point of contact with the customer. Your service and store design can be improved at every point to affect customers' purchase. When you walk into this store and see the above sentence "hot sales of more than 150 million", do you want to buy some?
Customer unit price: how to make customers buy more? Beer and diapers wet together? Because many wives often ask their husbands to buy diapers for their children after work, and the husbands bring back beer after buying diapers. Think about whether customers need anything else besides the product itself, and think more for customers.
Repurchase rate: the purpose of the merchant is to let consumers consume many times. Mr. Song Xiaoma wrote an advertisement for Guming milk tea: "one cup a day is not greasy"; And we are deeply affected by it, "it's better to chew two tablets together". Methods are constantly changing, and improving product and service is the key.
4、 Membership system: operate carefully and develop secondary services
Many physical stores have set up membership systems, hoping to increase the repurchase rate of customers. But most of them stay on the surface and fail to achieve their goal. Members just change their titles.
Members can enjoy points cashing and lower prices. In addition to these material benefits, it is more important to love and care about your members and become friends with them, because these benefits can also be given by other businesses, and may be more favorable.
When collecting member information, there will be a birthday item. When customers fill in the information, they will also have some expectations. Will they receive gifts on their birthday? Wait until your birthday, the merchant will indeed send you a message, just some coupons and so on. Can't you prepare a small gift for the customer carefully? Even a simple birthday wish. When customers become your members, they give you a chance to continue to serve them. Do a good job.
5、 Activity: thinking about consumer needs
The most popular activity in the physical store should be the recharge activity. 500 for 500, 1000 for 1000, and even worse, 10000 for 10000. It seems that the discount is very large, but do consumers need it? Can it really attract consumers? The starting point for businesses to do these activities is to bind customers' long-term consumption, rather than really want to give concessions to customers.
To be honest, customers can't feel the so-called gratitude, and why charge 1000 yuan? Is it because you can get 1000 yuan more? I only ate Teppanyaki once for a long time, and there were only a few people eating together. When will it be useful? Maybe I will invite more than a dozen people to dinner today. It is estimated that it will cost 2000 yuan. Maybe I will charge it, because I can save 1000 yuan.
Before doing the activity, think about it. Do consumers really need it? Under what circumstances can consumers perceive the discount? Can you sincerely give consumers some concessions?
Summary:
If you are not satisfied with your own products, you'd better spend more time polishing and optimizing.
Treat your customers with heart. You are not the only choice for him. Cherish the opportunity to contact customers.
