As we discussed in the last article, small supermarkets should decide which goods to sell according to their business circle. For example, if there is a school near the store, they will buy more snacks and drinks, and if there is a factory, they will buy more braised beer.
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But reality is often much more complicated than theory. Just like Xiao Liu, the boss of Shandong, there are schools, hospitals and communities near his shop. The customers who go to the store every day are different. After reading the article, they looked blank and didn't know how to purchase goods.
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It is not difficult to solve this problem, just need a clear understanding-focus on serving high-value customers.
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For an extreme example, if the store can only sell one of batteries, facial tissues and instant noodles, two out of ten people who come to the store will consume and only buy instant noodles, and the others will walk away at a glance. Which product should we choose to sell? I must choose instant noodles to sell.
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Expanding this question is the process of selecting the purchase type by screening the target customers.
The famous management scientist Pareto once put forward the 2/8 theory, that is, 80% of the income is brought by 20% of customers, and these 20% of people are "high-value customers".
We should devote 80% of our energy to these 20% customers, instead of simply distributing them equally. By concentrating our limited resources on them, we can get more rewards for every job and every penny.
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Three calculation problems to help you identify "high-value customers"
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We are not only worried about finding high-value customers, but also many large companies and wise management scientists are trying to find them.
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Many things happen and everyone has really found a model, which is very suitable for supermarkets and convenience stores to find target customers. You can easily identify "high-value customers" by doing three simple arithmetic problems.
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Who knows you best?
First of all, we have to calculate when the customer last came to the store to spend money. The shorter the interval, the more familiar I am with you.
For a customer who has just arrived recently, you can recommend some new products in the store to keep him fresh.
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Who likes you best?
This question needs to calculate the frequency of customers coming, that is, the "purchase frequency".
The more diligent people come, the more they like or need our store. At this time, we might as well add a WeChat after the customer agrees, inform him if there is preferential information, help him deliver the goods to the door, and make him more willing to spend in the store.
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However, it should be noted that if you are doing WeChat business, the circle of friends should block customers. Otherwise, customers will open their circle of friends and see advertisements, and sooner or later they will delete our WeChat, which will greatly reduce their goodwill towards the store.
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Who is the richest?
The third is "how much money is spent", that is, to see who has the most money.
For those who spend a lot of money, we can recommend some expensive goods to him, such as imported food and high-grade milk. To increase the unit price of customers in the store.
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Come often and spend more money-the key to take care of the rich
Seeing this, everyone must understand that we should focus on those who are familiar with and like our store and are generous at the same time. Write down what they usually buy and buy more when they buy in the future. Don't be out of stock and affect business.
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We can also buy some products with different brands and similar functions according to the situation of our own store, so that this group of high-value customers can feel "great, everything I want can be bought here."
Small stores can also use big data.
There must be a boss who wants to ask. We don't have a cashier system that can record this information, and even if we know the method, we don't have a calculation tool. What shall we do? In fact, this model is very simple, and we can calculate it manually.
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Take Boss Liu mentioned at the beginning as an example. There are communities, hospitals and schools near his shop. You can prepare four different notebooks to record the situation of four consumer groups. At least three kinds of information should be recorded in the notebooks: consumption time, consumption amount and commodity type.
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Another boss asked, how do I know where the customers come from?
It's actually quite simple. We can judge the tourists according to their appearance first. For example, students in schools generally wear school uniforms, and guests in residential areas generally wear pajamas at home or even come down. If you can't judge by clothes, you can also try to chat with guests, which not only enhances the relationship with customers, but also helps us to accurately record customer information.
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In addition to classifying customers according to the buildings near the store, customers can also be distinguished by other latitudes. For example, it is divided into children, young people, middle-aged people and the elderly. But in the process of classification, we must be careful not to repeat, for example, we can't divide into young people and high-income groups. Repeated classification can easily make us make wrong judgments. Giving a child a cram school with the wrong goods and losses is real money.
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Opening a shop and doing business is all about making money. It is always those high-value customers who can really make you more money. Finding them, pleasing them and finally selling things to them is the most important job for every boss.