Collection combat supermarket promotions

Collection combat supermarket promotions

the author for 15 years in the retail industry, supermarket chains in marketing for nearly 10 years now promotional work experience are summarized below. First, the target
served as head of a company's marketing department that years before the stores started to organize activities required the application or department activities copywriting case, the first sentence is often .
behind this copy reflects the often , or that a set of programs really racking our brains can be useful to enhance sales.
In fact, before determining a program, you must fully understand the market, the opponent, their premise, specifically to their needs, tailor.
competitors such as new stores result in visitors encountered segregation, many stores tend to rush to the price war, the Activity soon as he launched crowded outside the gate every morning waiting for stores to open the door of buying groups also seem to support the activities of the effect. But a check of data, found that sales continued to decline in passenger traffic in the shop, gross profit margin is slid by 7% or even lower. A closer look, they directed at low prices to customers in the store, grab a cheap want to buy eggs, rice, will be immediately rushed to the cashier check out, because he (she) wanted to go to a competitor rush out to buy low price of sugar and laundry soap.
In this case, on the one hand, the costs of marketing store sales continue to be running customer joked. It is said that 40% of normal conditions the costs of marketing outlets will be the customer base digestion,Red Bull Hats, special status is even higher) phagocytosis; the other hand, this type of price war will only make the existing small increase in the number of customers to shop part, it is difficult to add new customers and customer loyalty are spending, the inevitable result of store performance and continuous streaming down your opponent. If the company stronger or the better performance of the original store, and can still make profits at the expense of maintaining stores of the
Experience has shown that the increase in the number of stores within the shopping district on the side and imagine the impact of different, because the customer buying habits, store location, product differentiation factors such as the existence of group lessons for all time the impact will inconsistent. To store different class groups and the number of daily visitors to make up different time, you will find some terrible, some Quesihaowei affected, regularity is obvious. We should be based on analysis of the regularity, targeted promotions, rather than blindly attack.
have a clear goal, would be more effective. For all the different situations, the means of sales promotion, publicity in different ways. For example, the new stores the main objective is to enhance the visibility and penetration, through event promotions, competitions, public relations, media advertising and other methods; the old store the main goal is to increase loyalty, frequency and visitors to shop in both consumption approach free membership cards, rebate points, limit buy, sale and other topics; season's main objective is to improve the number of customers, through price cuts, discounts, clearance, average price, the second half price or free of-season promotions, etc.; Mid-Autumn Festival, Chinese New Year peak season, etc. The main objective is to enhance the visitors are spending, can be filled to capacity donation, redemption, sweepstakes and other methods.
In addition to background data analysis
to clear objectives, another way is to market research.
far as I know that many of the stores in the market research has been hastily reduced to the store to adopt price competition, regular or irregular tone for a true work of the city very few stores. So to emphasize that, through effective investigation, control of the market information, understand consumer shopping habits and changes in consumer demand and competitor dynamics, and to guide the direction of their own decisions on sales promotion ideas, ways to make timely and appropriate adjustments is to improve sales, the only way to promote efficiency.
currently a popular term - refinement of marketing, the supermarket, to say nothing more than white is to target more carefully. For example: within the district specifically to attract students to store promotions, special district to attract residents to shop A promotion, specifically to enhance the class group of passengers were cleared to buy with the promotion for the store to buy fresh produce often members of the customer promotions, customers for promotions with diabetes and so forth.
Second, methods
classification of sales promotion methods, a variety of modes. Direction divided by the implementation, there are internal (employees, departments, sales contests between stores) and external (for enterprises, members of customers, general customers, specific customers, etc.); by means of communication points, there are one-way (price, discount, price, price cuts, bundled, etc.) and two-way (contest, redemption, lottery, etc.); by the length of time points, there are long-term (points, public relations activities) and short-term (in addition to points,monster hats, public relations activities, almost all other activities).
if more segments, the method is ho types, such as desert, while the ever-changing, therefore, here to a few common activities, for example, roughly addressed.
price point of the activities of three attention
1. instead of increasing the number of items, as increased price cut.
100 个 items as each drop a hair reduction of 10 items 1 yuan for each effect. Of course, the annual anniversary celebration the company, and DM received from suppliers to charge more than the increase except in the case items.
2. pre-emptive.
In many cases, customer inability to learn the precise commodity costs, judgments of whether the goods are often cheaper obtained by comparison. In this context, many supermarkets used to be taken
price of 4.0 yuan / 500g egg, competitors launch price of 3.4 yuan shocking, if you think 3.3 yuan sold to provide lower prices to show their strength, to beat their competitors and attract passenger traffic is tantamount to asking for the impossible. The only effect of this is thanks to you for every 500g of 1 cents more than just rivals.
understanding the customer, the competitor's price lower than the full price of 0.6 yuan, very shocking; and when you follow up on the back of the opponent, because of orders, publicity, etc. caused by the time difference, In the message to the customer, the customer will think your price is only 0.1 yuan cheaper than its rivals, an insignificant difference. Therefore, sales price, must be pre-emptive. If some of the items, the opponent has the first bite, then you do not have to grudge, you can choose to deal with other varieties, you do him rice, roast chicken,red bull cap, cucumber him you do potatoes.
There is also a multi-use Sunzhao not, that is, a price not available. Opponents eggs sold 3.4 yuan, 2.9 yuan you sell, but the introduction of a few pounds a day, most of the time only had a eggs to the customers, had no loyalty.
3. always a price reasons (theme) and different means.
simple frequent price promotions, will form a marginal effect, although this is also a lot of stores continued to do special, but the number of customers are still important reasons for the decline. Therefore, we should constantly changing the subject and content of price promotions, such as the May fan mat is listed in June with a clear sale, in July-season down jacket, etc., rather than simply taking a few items over and over again to hype the people's livelihood.
a perfect promotion, should be a beautiful combination of boxing and not a single punch. Speculation on the formula to take an example, if both do the following, it is more perfect: three to four ultra-low-cost sales of sensitive items, the other 10 to a variety (note the price with options) price is slightly lower than usual; big brand manufacturers are more than two weeks, there is more intensive than usual, giving toys, stroller and other activities; weekend held Of course, the premise is to publicize the work of Chen to do business bit.
drawing attention to points of the two
1. must be hundred percent winning
According to consumer psychology, customers benefit, we will choose risk aversion, so the supermarket sweepstakes to succeed, we must set a number of small awards, or even a hundred percent winners, in order to attract more customers to participate. Put yourself to think about, if you spend at least tens of dollars to buy the merchandise, and then carrying several large packet came, long lines, the results able to get a
2. Awards two large
supermarket sweepstakes awards set, it should be dumbbell-shaped (two large) instead of olive (middle large), the cost assigned to a major awards and benefits to attract the eye of a small group of general award, the less investment in the middle of awards the better.
set up a prize (nominally no more than 5000 yuan, if more than to have to say is that customers get the prize of the speculation customers come to consumption.
to invest in more small prizes, you can make more even the benefit of all customers to participate in activities.
the middle of awards, the intensity enough to impress the customer, quantity not make a lot of people have participated in the activities of the satisfaction experience, so as long as you can a bit of meaning.
points redemption activity of the two attention
1. activities of commodity goods must be the people's livelihood.
use livelihood activities merchandise goods, make the majority of customers feel the need to redeem the goods at the same time easy to estimate its value, clearly their own income.
2. redemption amount as possible.
The reason

redemption activities to attract customers, the most important thing is to spend the money to buy a small amount of value for money products. This
in promotional activities, it is taboo point is: activities for the customer feel that he paid the extra money or energy. Redemption amount in 5 or 10 yuan to rise, the customers feel the money, is to buy things and not take part in activities. A redemption to the original 2 million dollars of goods, customers will be satisfied; 5 yuan redemption of 6 yuan of goods, to redeem the basic loss of meaning.
want more customers to buy more incentives to stimulate consumer customers can redeem 2 million in the same amount of conditions, can be purchased at least 4 yuan 48 yuan worth of goods, over 88 to buy 7 yuan value of goods, over 188 RMB 12 yuan worth of goods purchased, the effect is better than 5 yuan over 88 out of 10 yuan purchase of goods, over 188 out of 20 yuan 10 yuan purchase of goods. In addition to the above mentioned reasons to pay less than pay more and allow the customer to accept, but because the comparison between theory, customers will find the former more attractive. For example over 188, the former is 6 times the rebate, which is 2 times.
matter how attractive your activities, we must try to make customers aware of this activity, attention to this event, he (she) was probably because of activity results in a purchase.
by the author's view the importance of publicity as much as the event itself. Includes four broad promotional means, and propaganda areas account for three quarters, including advertising, public relations and personal selling. So here it is necessary to emphasize publicity.
We know that promotional information dissemination process is a funnel-shaped process of gradual loss, and our goal is to turn it into a straight pipe.
the flexibility, timeliness, efficiency, emailed supermarket advertising is currently the most important and most commonly used means of propaganda.
delivery must be handed over to a professional company to do, although the cost may be slightly higher than the hourly or work-study students, but due to its focus on the degree and skills, the effect is much better than the latter two. I have contacted a professional delivery company, they have even mastered the local security of each building door lock password. As long as stores are institutionalized tracking of delivery rate, which the company's efficiency is very high.
on the delivery of the planning, execution, tracking, and does not say, but the caveat is: Do not use clip newspaper. A habit of reading newspapers, not the family who are basically responsible in the main shopping; the same time, the cost of newspaper clip than professional delivery company charges.
DM
make your customers to avoid being thrown into the waste basket before fully reading the fate of, except in design, spare no effort on the merchandise mix, the main way is to raise the added value of your DM.
example: a large stack of ads from the paper stand out in the DM Design
Currently, most supermarkets
DM is based on the arrangement of goods class group to the department stores, such as drinks and beverages together with a clear and clean with together; if you try to combine several properties by using the will found to have unexpected results. Such as breakfast food, the group originally by different classes of milk, bread, coffee, biscuits together; another example, cleaning supplies, and furniture will be cleared with the class group of products grouped together and so on.
coupled with the display inside the store, not only to enhance the readability of your DM, and your store's customers are spending.
ways to enhance value-added
DM are two:
1. shear Corner
derived shear Corner There are many ways, directly as a cut out coupons to use, has been cut senior vice president at the standard price of goods purchased, there are cut after the discount. I have tried a success for customers specifically and carefully to preserve or even to find stores DM approach: 1 year 2-4 times a DM for gifts or vouchers activities (activities not participate in current DM).
2. interspersed with interesting content
out a little bit layout, increase the number of non-commercial content. Such as: fresh layout, add some simple recipes or nutritional knowledge; summer supplies layout, add some heatstroke tips, tricks and other manufacturing ice; also be put in a DM in a few small jokes. Not too much text, layout must attack, basic no-cost inputs, but will greatly increase the popularity of DM.
addition to DM, the use of promotions for the supermarket there are TV video and subtitles, SMS blasts, radio, newspaper, word of mouth, publicity floats, to send the play to the countryside, across the street banners, arches, shop front posters (giant sites), store broadcasting, store POP, etc., although most of the existence of the limitations of one kind or another, but each have different market environment in the use of significance. Especially in some major events (opening, major festivals, anniversaries, corporate celebration), the information should cover the more consumers want to have to take more propaganda.
in the supermarket all the propaganda means, in any condition and environment for use and can produce good results, in addition to the above-mentioned DM, there are shops inside and outside the two POP and word of mouth.
outside the shop POP: LED, banners, vertical banner, large printing, airborne, etc., can pass the customer focus and function is to increase the number of customers; pictorial or written description of activities, gift show, mainly to shop for customers can improve customer expense.
store POP: store entrance door decoration, logo, shaking his card, price card, display and other fancy goods, and the activation function is to guide the consumer environment, the main purpose of enhancing customer expense. If the customer to the door of your store or stores within the promotional period you can not perceive the subject of appeal, which the results of promotions certainly not satisfactory.
POP
outside the shop's production process, must not be lazy and let the advertising company to produce some simple inkjet and photo tag. Heighten the atmosphere of the store, the most affordable way, is a few cents one of the balloons and fancy display of goods without cost.
oral communication, with emphasis on the novelty of the program of activities, can cause a great sensation, the customer is willing to put your activities, like word of mouth as news. When you let the customer advocates for free, first of all this activity should be small businesses or have never held, or the content, prizes, etc. Contrary to customer expectations; followed by the activities clients can not be complex and difficult to understand; again is a good use of well-known person or event of customer concerns impulse. For example, the

Third, the implementation of
a good sales after the introduction of the promotion programs, activities, half the battle; but only half. For any chain, it will encounter such a situation: a similar market environment, the same program of activities, but the final results to differ materially between the various stores. Because without him, led to the results of the implementation of the merits of the pros and cons.
two years ago, I show in a place where the company stores, to be taken by way of a Short Message propaganda. I was asked to receive information store phone calls should be in the hundred yuan monthly, issued two days before the opening time is 18:00 and the day before the 12:0 0. Local mobile companies had informed the matter, specifically with the author on the phone, saying that after the previous payment customers are randomly selected by the mobile company number segment mass text messages from time to time, and he demands of us are curious to learn more about our intention.
author's answer is that choice in the yuan or less on calls, because calls in the month, motorcycles, mostly high-income people, these people are not very sensitive to business promotion, to improve the benefit-cost ratio should be exclude them; and we ask for time, dinner time for most people, if you work their way under such circumstances, most people receive the advertising messages may be readily removed, the meal, not only have some free time read likelihood of information content and will share meals together, a message can influence a few people.
cite this example, the author is to illustrate the implementation of sales promotion on the very important detail.
stores for the activities of the various stages of implementation, I will present some problems, if the answer is yes, then congratulations to you, your activities will be able to achieve the desired objectives.
before opening file
1. to get the program of activities and whether the contents have been fully aware of the activities, rules? Doubt whether the storage place be resolved through communication?
2. store has held a special meeting is to implement the activities of persons responsible for various tasks, track people? Whether it has set events calendar?
3. whether the moving target refinement, decomposition of the target groups to the various departments of the courses?
4. class group to develop promotional merchandise merchandising plan and pre-sales, management has to look over whether to amend?
5.DM is released as planned? Whether follow-up inspections?
6. away from the store on the banner, flags and other light poles knife may be damaged competitors propaganda tool, is checked regularly? Newspapers, television, radio and other public media, whether at the agreed time, the form of published ads?
7. promotional merchandise, gifts whether the prospective amount of time to reach stores?
8. promotional merchandise, gifts and other factors, such as buy stocks because of an exception, whether the emergency replenishment? Or is ready to replace the goods?
9. stores, radio promotions are recorded? POP inside and outside the shop will open the night before the arrangement is in place?
10. ambience whether the layout of the theme to highlight the appeal?
11. will open the night before whether the enlarged display of promotional products?
12. promotional products for the computer whether the price change? Check whether the price change in place?
13. all employees have been familiar with activities of rules and deadlines to prepare for customers in the stores in response to inquiries at any time (such as excellent cashier, in full capacity during the event, the customer shopping experience slightly less than the amount of activity required amount, recommended that the other party to purchase the cash register next to the chewing gum and other commodities to meet the requirements of the amount)?
14. reception classes, art classes and other activities in areas related to staff,DC Hats, whether a simple training to ensure that control activities according to specifications?
15. if they ever do a small survey to find upcoming events store customer awareness and acceptance?
16. whether the requirements requested performers, vendors ahead of a live demonstration of personnel arrived at the scene?
17. Activities props (debug), gifts, prizes and whether the activity area has been placed in advance?
18. large-scale activities, has drawn up plans for major events?
large-scale activities for the safety plan is essential to work activities, some businesses painful lessons are clear. If the advance thoughtful, many things could have been avoided. High point of the accident with a glass door at the entrance, escalators, super-cheap merchandise display point, activity areas.
19. Has the relevant departments (urban management, industry and commerce, public security, etc.) be reported? Schedule of
20. whether the time concerned about the trend of promotional merchandise, and check the daily rate of PDMS to achieve?
21. If the rate of promotion than expected to reach sales of goods, whether in time to find the cause and exclusion?
22. such as promotional merchandise sales are inconsistent with expectations (high or low), whether through the emergency replenishment, allocation of means to make corresponding adjustments to inventory in order to prevent shortages or schedule after the schedule in the backlog?
23. whether the observed activities of the customer's participation? If less than expected, is to understand the reasons and take remedial measures?
24. is to understand the customer's suggestions and complaints about the activities (field / phone call),Prada Sunglasses, and in time?
25. whether the activity has investigated the response of competitors? If the intense response of the opponent, is there response?
26. whether the arrangement of regular inspection activities and propaganda props atmosphere, good price indication? Stores are normal broadcast radio promotions?
27. whether the regular site inspection activities, the atmosphere of activation, order maintenance, gifts, etc. to maintain control of high standards?
28. limited participation (purchase) of the activities in the share of the exhausted and whether the time a notice informing customers?
29. large sweepstakes, contests, activities, whether the announced customer's winning time winning situation?
30. Are there measures to prevent negative customer hedging super cheap goods? Customers or employees to prevent the seizure of abandoned small-ticket cash register to participate in activities?
31. whether the gross profit generated from the loss or cost control within the budget?
32. is carefully check the daily operation of indicators, to track activity on target to achieve?
33. whether, after closing at night, arrange for gifts, prizes for inventory, control ledger audit of activities?
run at the
34. whether it has cleared up the event, notice, gifts?
35. OTC atmosphere of all the expired layout, promotional props have been removed?
36. all the promotional merchandise whether it has returned to the original price? Whether to adjust the restitution of goods on display? Check whether the price has been adjusted back to the original price?
37. schedule of promotional merchandise after the inventory is too high, it has been handled?
38. prizes, gifts whether the write-off? Discount coupons, whether arrived in gold vouchers archived or destroyed according to specifications? Ledger control whether the audit activities and seal?
39. whether the activity costs in time to settle?
40. whether the effect on the activities carried out with the review, summarize, to guide future sales promotion activities?
IV check
scientific process and the outcome careful analysis, can effectively guide future promotions.
check the process, means, standard, all the major supermarkets have their own specifications, so I can not provide a universal model, where the only talk about some of the focus of attention.
activity check, first of all, during the event sales, gross profit (gross profit rather than gross profit margin must be), the number of visitors, visitors are spending the same period. Basically, the chain does not make sense, special cases, can be used for chain analysis, but is generally up the chain.
of promotional merchandise sales check, and the proportion is generally looking to achieve. Rate reached 80% -120% was excellent, too high or too low to be the cause. Many stores on the goods will reach a low rate of serious analysis, but no analysis of the habit of reaching high rate. In fact, if the rate is too high to reach, then the sales forecast is too low, this is bound to the order, display, and a negative impact. A single-product sales 2000 forecast, the actual rate reached 200%, if the schedule prior to the 4000 estimate, the actual sales will more than 4000.
promotional merchandise store sales in the proportion of the total, is also an important data. Affected by high gross margin reached the shop; low, indicating inadequate promotion. Many supermarkets have ultra-cheap promotional products and low prices of the points, the former is used to establish the price of the image, generally no or even negative gross margins, different companies have different names, more Ultra-low proportion of sales of goods to 7-8% is appropriate, according to the price sensitivity of different, fresh> groceries> Department Store; cheap goods can reach 15% or more. For each supermarket chain stores, because you can share data, quadrant analysis is a good promotional product analysis.
In addition, after the promotional schedule check inventories of goods is also an important work.
for two-way communication functions, except during the event year on year analysis of data, some valuable data also include participation in activities of customers than the total number of visitors, accounting for the customer to achieve the conditions for participation than the cost of reaching rate. Carried out on members such as customers, Type activities, the cost of two-way communication to reach rates of 70-80% under normal conditions between (except limit activities), below this range, indicating that insufficient attention to customer activity, if it reaches more than 90%, that would be gifts, prizes control out of the question.
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