Focus on the performance of furniture single store to find new growth points in the exhibition

The above focuses on the three systems of the significance of the increase in the store rate and the increase in the store rate, eight ways.

In the case of the same turnover rate, the number of people entering the store doubled, and the performance can be easily doubled. In the case of an increase in the number of people entering the store, there is an increase in the transaction rate, and the performance doubles at a fingertips.

The increase in the transaction rate is not a one-win victory. It can be quickly improved by one point, but consists of three systems:

First, the product store image optimization system

Second, personnel quality skills upgrade system

Third, the sales service tool management system

This issue focuses on the analysis of the storefront image optimization system. At present, all enterprises have their own store display standards, and their uniform image is to show the brand's tonality in visual recognition, create a buying atmosphere, and stimulate customers' purchasing motives. The store can be implemented on the hardware with reference to the decoration standards provided by the company, but there is no standard for the display of the products. The size and type of each store are different, and the dealer's selective sampling of the products has led to a large area of ​​invalid display in the store.

On the basis of a unified image, it is necessary to optimize the static power of the product and increase the output per unit area through display optimization. A store has multiple import and export, customers have different walking routes, product profit margins are different, and the products sell well, so there are many differences in the display. There are four key steps in the store display optimization:

The first step: product contribution analysis

The process of optimization is mainly to increase or decrease, what products to add, and what products to remove. The aim is to expand the advantages of the product, make up for the short board, and give up the dross. The basis for the increase and decrease is the grasp of local consumption trends and consumption characteristics, and the contribution of products in store sales. There are two dimensions to the analysis of product contribution: category contribution analysis and model contribution analysis.

(1) Analysis of store category contribution

The analysis tools are shown in the table below:

Through objective data measurement, it is analyzed whether the proportion of display area and the proportion of product sales contribution match. The analysis reference standard is the internal ratio: whether the proportion in each category is balanced; the second is the external ratio: whether it is balanced compared with other stores of the same brand, and whether it is balanced compared with competitors. For example, the display area of ​​the bedroom accounts for 35% of the entire store display area, but the sales account for only 15%, which is a serious imbalance, the display area of ​​the bedroom needs to be compressed; the living room display area only accounts for 25%, but the sales ratio Up to 40%, the display area of ​​the living room needs to be increased.

Compared with other stores in the same brand, the bedroom area also accounts for 35%, but the sales contribution is low. It is necessary to find the reason that the difference of competitors or the sales skills of the clerk are different from the words, so as to make adjustments. Compared with competitors, whether there is a difference in display area and sales contribution, and then optimize measures.

(2) Product model contribution analysis

On the basis of category analysis, extend to the category analysis, the analysis tools are as follows:

The analysis idea is like the analysis of the total contribution of the category, and the display area is proportional to the sales contribution, and the adjustment and reduction plan is made.