The competition in the flooring market is becoming more and more fierce, and the pressure on the industry is huge. If the floor enterprises want to maintain continuous growth, it is indispensable for the construction of terminal channels. As a terminal retailer, service is undoubtedly the most probable weapon to regain the situation.
During the economic boom period, the five major tools of the retail industry - "business scale, management informationization, process standardization, personnel professionalization, service specialization", are unfavorable. However, the author believes that in the market is not good, in addition to the five artifacts must be brought to the extreme, "business network, service facilitation, personnel diligence" must also be the "new three" of the retail industry and stores during the economic recession Artifact."
Add value to the product with increased service
Cheap is not productivity, convenience is. Although the marketing perspective of customer 4C and 4R based on internet marketing has been introduced to China for nearly 10 years, there is no doubt that the retailing concept or means of retailing in China still stays at "product-centric, price is Means, promotion is the form, the channel is the end of the 4P marketing stage.
With the arrival of the economic downturn, how to reduce the time, traffic, energy and physical cost of customers coming to the store? How to improve the customer's willingness to shop, purchase experience, service satisfaction and brand loyalty? How to enhance customer interaction and improve customer relationship Activating the dormant member is bound to be a question that must be considered, formalized, and put into practice by Chinese retail companies and stores.
Based on the convenience of productivity and convenience for customers, the core business district stores in the parking, rest, catering, etc., through the signing of parking lots, opening up leisure areas, dining areas, etc., to enhance the convenience of floor stores to customers; / Township stores through the introduction of water and electricity, gas, cable TV, telephone bills recharge, and other recharge services, map sales, umbrella rental, emergency assistance, home improvement appointments and other convenience services.
Renovation of existing conveniences and convenience services for existing stores, thereby improving the customer's visit rate and improving the customer collection capacity of the stores; the new store location is as far as possible to avoid individual independent stores, with the help of the integrated or professional market, "shop-in-shop" "Sexual survival, to achieve the convenience of one-stop shopping for customers, to create a "three convenient" store that is "convenient, convenient, and cheap", or to be the "evolution" of China's retail service facilitation .
Effective use of network advantages
When the expense rate is no longer falling, when the gross margin is no longer able to rise. In addition to strengthening financial management and transforming business methods, there is no “living way†for floor retail companies or stores. Reducing the operating costs of enterprises and improving the efficiency of business operations, finance and network are undoubtedly two irreplaceable “system optimization†tools for business management. When the relative fixed fee reduction space is extremely limited, the three major means of closing the store, reducing staff and energy saving, suppressing the rising trend of rent, labor and hydropower, become the necessary choice for most retail enterprises or stores. And financial management is like a mirror of selflessness, which provides data support for judgment, trade-off, and decision for the above three methods.
On the other hand, one server serves hundreds of millions of people. The server should also be the heart of the physical store, and the network is the virtual nervous system diverging from the physical floor store. Each computer (or mobile smart terminal) is theoretically the nerve ending of the physical store. The key is how you activate it. Personally, physical stores do not need and have no reason to exclude online marketing, but should use online marketing tools, use online marketing, online booking, online customer service and other network marketing methods to improve customer service efficiency, enhance the store's customer power is undoubtedly a physical store. The only choice for converting business methods.
Use of quality talents
The level of performance growth and profitability have always been two key habit indicators for the company as a whole and cabinet stores. It is also a measure of the quality of management cadres (including) store managers and the level of management.
However, during the economic downturn, good store managers may not have good performance, but they must work hard. In other words, the performance of the store manager does not depend on individual ability, but depends on the market external situation, industry trends, and business environment. The general trend is also non-manpowerable. A good store will have a "good" store manager in the eyes of the leadership, and a garbage store is simply impossible.
Growth, gross profit is higher than the floor industry or company average, and the store managers who hold the “fashion, advertising, promotion, transportation, and service†five sales-linked floating cost bottom line, regardless of the loss or not, are “good store managersâ€. The growth is lower than the industry or company average. Because the three relatively fixed cost factors are not the operating factors that cause the store to lose money, the store manager may not be a good store manager. Because the store manager who can do the above two points must work diligently, not only can sell goods well, but also maximize the customerism, keep the store's customer power, visitor volume, store purchase rate, service satisfaction rate. The "hardworking" store manager.
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