[Marketing] What Is The "Murder" Rate Of Entry?

The most valuable asset of a store is not the size of its store.

How luxurious it is, but how many customers are willing to shop in the store every day.

Therefore, the store owner regards opening up the tourist source and increasing the rate of entering the shop as the core work of the store, doing it every day, doing it every month, and doing it every year, but is it better to enter the shop more directly?

Case study:

A shop director, when he was engaged in activities, he bought many exquisite decorations, soft props, and made the flagship store very beautifully, because he thought the higher the rate of entering the shop, the higher the conversion rate, the higher the try and wear rate and the turnover rate, but after a period of time, the performance of the store went down.

Analysis:

The activity of this store is very good, and the rate of entering the shop is very high. But why has the performance declined?

It turned out that this shop is a brand of high-end clothing for women around 40 years old. The price of clothes is generally around 3000 yuan, that is to say, customers who can spend 3000 yuan are the effective customers of this store.

And now attracts shops.

Generally speaking, about 30 years old, the cognition, identification and consumption ability of the brand are far less than the effective consumption ability of the customers. However, the number of people entering the shop is far higher than that of the effective customers. The number of people who come in is much more than that of the effective customers.

The slide is certain!

So, the higher the entry rate, the better the entry rate of the effective customer group. If you want to improve your performance, you must grasp the accuracy and link the effective customer base.

Linking effective customer groups requires attention:

1. focus on analysis and grasp precise customers.

Do not over emphasize the rate of entering shops, blindly operate. When doing activities, we should pay attention to analyzing the needs of the customers targeted by the brand, precise positioning, so that effective customers can enter the store to maximize the conversion rate and turnover rate.

2. old customers emotional link and invitation

It's hard for you to make a phone call. Customers will appear in the store on the second day, so you need to keep in touch with the old customers, such as 5 phone calls per person per day. Maybe the customers you call today will come to your store in ten days.

3. lock and fix consumer groups - Members

Membership is an important means of marketing that retailers are increasingly paying attention to.

Membership is also the most effective customer group in our store. The conversion rate of members, the frequency of return to members and the trading cycle will help the members to invite when they are in the activity. Then the entry rate and turnover rate of members will greatly enhance our performance.