First of all, retail is a change.
The retail industry is changing all the time, the change is absolute, and the constant is relative. The retail industry develops with the development of economy, and the corresponding adjustment should also "keep pace with the times", including the format, commodity structure and organizational structure. The retail industry can only develop in the process of change, otherwise it can only be overturned by the huge waves of market competition.
The author once worked in a department store for eight years, which is a local state-owned time-honored brand. In the era of planned economy, "selling cold water makes money". However, in the process of entering the market economy, he was troubled by structural and institutional contradictions and was once struggling. Whether to maintain the status quo or change it in time, the mall leaders chose the latter. Facts have proved that through "backdoor listing", enterprises have realized "borrowing ships to go to sea" and moved towards the goal of a large international circulation enterprise group. Under the restraint of local egoism and egoism, it "broke through the cocoon", from debt management to near bankruptcy, and then it was set up as a model of capital financing by the municipal party Committee and government, becoming a large local taxpayer. These are the results of timely changes.
On the contrary, businesses that stand still, do not make progress, and only pay attention to immediate interests can only be ruthlessly eliminated by the market. From Zhengzhou "Asia" to 3C stores in Kun Can, there are countless such examples. The bigger the plate, the better. Only by adapting to the changes in the market and being brave in change can we cope with the changes.
Second, retail is convenient.
Retail is to provide maximum convenience for consumers. This convenience should be reflected in every corner and every detail of the mall, from gift packaging and free valet storage to providing baby trolleys and husband cloakrooms, businesses are quietly advancing with the times. Now, when you go shopping, you will not only experience the ubiquitous services provided by merchants, but also appreciate the modern humanistic care such as convenience, speed and comfort, from automatic shoe polishers, mobile phone charging stations and smoking rooms to member clubs and customer service centers. It can be said that consumers can increasingly find the feeling of God in shopping malls.
This is more obvious in supermarkets. As an imported product, what supermarkets let domestic retailers learn the most is probably the concept of "taking care of customers' convenience and doing our best" everywhere. On the contrary, the gap between old department stores and retail products created in China's planned economy era is all-round. Time-honored department stores can only catch up with "people-oriented, customers first".
Third, retail is a service.
Retail is to provide consumers with a full range of services. In a sense, retail is service, service creates value, and service management is in place, which is the shaping of corporate image and the appreciation of intangible assets. The service concepts such as "customers are our parents", "customer satisfaction is our eternal pursuit" and "customers are always right" are the essence refined through practice. Only when customers are regarded as gods will customers turn to the shopping mall as their home. With the feeling of home, both sides will benefit from "win-win".
The annual "3. 15" International Consumer Rights Protection Day is not only a festival for consumers, but also an opportunity for businesses to reflect on themselves and further improve their service quality. In today's increasingly fierce competition in commodity economy, whoever can provide better and more comprehensive services and make consumers feel more comfortable physically and mentally will undoubtedly gain a foothold in the market competition. "Those who win the hearts of the people win the world" should be understood as "those who win the hearts of the people win the market" in the retail industry.
Whether in state-owned enterprises or private enterprises, the author can personally feel the practical measures that enterprises attach importance to service work. Starting from the "Rainbow Bridge" service initiative of the old state-owned enterprises, we took the lead in putting forward the service concept of "returning goods if they are not satisfied, and how to deal with the customer's satisfaction", and improved more than 30 specific service measures in practice, especially the "three-door" service won the "word of mouth" of consumers. The "personal service brand" was launched and sold by * * * party member, * * League members, model workers and pacesetters, and a number of advanced typical representatives such as "XXX-style salespeople" and "XX-style model workers" emerged, becoming the birthplaces of municipal model workers and provincial model workers. In private enterprises and shopping malls, on the occasion of their tenth anniversary celebration, the declaration of "XXX solemnly promises to return goods if it is not satisfied" is put forward to the society, which should be a profound interpretation of its ten-year stormy course and the only constant purpose and "only law" for it to win in the market economy competition.
Fourth, retail is management.
Management is the eternal theme of enterprises. If we want to do a good job in the enterprise and make it develop by leaps and bounds, we must do everything possible to improve the efficiency of the enterprise. The management of retail industry should create a characteristic model, improve the scientific management level and further enhance the core competitiveness of enterprises.
In the market competition, an old state-owned commercial enterprise with a history of more than 40 years gradually realized that enterprises can win a new round of development in the market economy only if they want benefits from management. By studying the management experience of advanced enterprises at home and abroad, XX management mode with our company's management characteristics has been established, which has improved our company's management level from the following three aspects: First, give full play to the role of modern science and technology, establish an advanced domestic commercial computer network management system suitable for the development of enterprises, replace the traditional manual accounting, take computerization as the center, and implement computerization and paperless office in commodity procurement management, financial accounting management, fund management and personnel management, which is greatly followed by strict management and the rule of law. The essence of "XX management mode" initiated by him is to create a management mode of separation of purchase and sale and unified purchase and marketing; The management mode of the executive mechanism of enterprise legal management; Operation mechanism of property management enterprises; Distribution mode commensurate with work and salary; Evaluation criteria that focus on results rather than process. Establish an enterprise system consisting of three parts: working standards, working procedures and reward and punishment regulations. In specific work, several measures, such as endorsement system, work error reporting system and work supervision system, have been implemented to ensure that all work is in place in an all-round way, and a management mechanism integrating encouragement, restraint and supervision has been formed. The third is to strengthen management and ask for benefits from management. Doing everything possible to reduce the cost of all aspects of enterprise management is the eternal theme of enterprises. Through a series of measures, such as strengthening joint marketing management, warehousing management, setting up distribution centers and price centers, the operating costs of enterprises have been reduced, the problematic commodities have been digested, the prices of operating commodities have been ensured to follow the market, the mentality of commodities in the old XX building in the eyes of consumers has been changed, and more repeat customers have been won.
In the cry of "wolf coming", domestic single retail leaders have developed and expanded, stepped up enclosure movement and capital expansion, and formed regional and national chain groups, which made their own strength expand rapidly and the "stall" became bigger and bigger. However, in the process of capital expansion, management should go hand in hand and not settle for second best. Without the internal driving force of management, no matter how big the shell is, it is "big and empty". In recent years, with the intensification of expansion, as one of the three major retailers in China, the author's brain drain, loose management, leakage and many other problems have become more and more prominent. The system is not detailed, the management is not strict, and the implementation is weak. This is a common problem of domestic enterprises, and it is also a shackle that restricts the goal of moving towards an international large-scale circulation industry group.
Verb (short for verb) Retail is an activity.
Retail activities are the source of continuous vitality of enterprises. Whether it is cultural public relations or commercial promotion activities, it is the only magic weapon for enterprises to display their image and improve their efficiency. "If you don't engage in activities, you will die young." This is the heartfelt words of the owner of a shopping mall where I once worked. Now the competition in shopping malls has changed from the traditional competition of goods and services to the modern marketing competition. Shopping malls should not only practice their internal skills, but more importantly, learn to "fight". Activity is the carrier of competition and the passport for enterprises to face directly in the open market.
"Think together, there will be grinding"-only if you do it, the activity will definitely have an effect. This is also one of the feelings of the author engaged in marketing activities, but whether it is a crowded and lively activity, it is a good activity. There are many misunderstandings in domestic marketing activities, one of which is to look only at the momentum of the activities, not at the actual income of the activities. When I was the head of the marketing department, I was responsible for planning the annual promotion activities of the main stores and five stores of the group, implementing and deepening the feedback report on the marketing effect of the marketing department of the group headquarters, and absorbing the successful experience of many Japanese-funded stores, from which I gained a lot, and learned that we should not only look at the effect, but also analyze it from the aspects of cost index, actual growth rate, media effect, experience and lessons, so as not to make the activities endless.
6. Retail is a discipline.
Strong discipline ensures that the retail team is invincible. In a sense, discipline means rules, systems and legal systems. "Without rules, there can be no Fiona Fang". The retail team is like a fighting team, and the market is also a battlefield. Only with strict discipline can we win the battle. This involves team building, system implementation and many other aspects.
In the team building of retail team, we should not only coordinate actions, but also take "attacking the heart first" to make employees proud of the enterprise and take the enterprise as their home, and enhance the sense of collective honor and belonging. At this time, the party, government and trade union departments of enterprises should unite and make unremitting efforts in cultural construction, moral construction and activity construction. Or take the author as an example. My shopping mall is an old state-owned department store, so in the process of market economy, it is inevitable that there will be such ideological problems. How to make everyone think in one place and work hard in one place requires all departments of the enterprise to use their brains and take activities as the carrier to convey the corporate culture concept and entrepreneurial spirit to employees. When I was the head of the trade union, I held corporate cultural and sports activities almost every month to enliven the amateur cultural life of employees. Facts have proved that this form is very good, which not only enhances employees' sense of belonging to the enterprise, but also shows the good spirit of the enterprise to the society. Not only that, enterprises treat self-employed individuals and joint marketing employees equally, and treat them equally in welfare treatment, truly achieving more work and more pay, and "rewarding diligence and punishing laziness"; In dealing with the appointment of cadres, we insist on meritocracy, "the competent are superior, the mediocre are inferior, and the mediocre are flat", and a large number of grass-roots employees are promoted to middle-level management positions, which makes the internal integrity of enterprises become a common practice.
In the implementation of the enterprise system, it is even more necessary to "abide by the law, strictly enforce the law, and punish those who violate the law." Whoever violates the rules and regulations of the enterprise will be dealt with seriously and will never leave room and space for anyone. The retail team is complex, the personnel team is mixed, and the supplier relationship is even more mixed. Without a strong system to implement the system, enterprises will slowly corrode internally and collapse soon. In the management of shop assistants and suppliers, it involves the implementation of the system. In the lucrative retail industry, if the enterprise itself can't act according to the rules, the enterprise itself will eventually suffer. 80% of the loss of goods in supermarkets comes from internal theft. When I was training in the supermarket, the first lesson was about loss prevention and integrity. An impressive case so far. "A supermarket employee was fired from the supermarket because he ate a' gluttonous bean' and was never hired again. Although the value of goods is small, it reflects the "big" of a person's integrity. Those employees who get paid by the enterprise but lose their jobs in bending the law will eventually be eliminated by the enterprise.
Seventh, retail is an incentive.
Only by constant encouragement can the team maintain a strong desire to win. Motivation includes the motivation of indicators and the realization of personal value. Only when there is motivation can there be passion, and enterprises will maintain an inexhaustible motive force for sustainable development. The role of incentives is particularly obvious in the retail industry. When I was working in Shenyang, I experienced a panoramic view of the prosperous family for three days and sixty-six hours of sleepless nights. What I feel most is not the flow of people and the staggering volume of commodity transactions, but the unique incentive mode within the enterprise. The person in charge of each sales area will report the breakthrough sales figures from time to time, and then lead everyone to shout together and cheer for everyone. The store's broadcast system announced that the group would give everyone 50 yuan cash and a box of apples while broadcasting the good news that the sales exceeded a new high. Obviously, this kind of incentive is more effective than managers "keeping an eye on it" in continuous operations.
Eight, retail is the embodiment.
Retail is to reflect the format and scientific and technological capabilities. The embodiment of retail is all-round, and the degree of economic development of a region is most obvious in retail. The real shopping malls are still concentrated in megacities such as Beijing, Tianjin and Shanghai. Rich formats and commodity prosperity reflect the strength of the region in multi-level economy, logistics, transportation and other aspects.
The retail industry is inseparable from the development of science and technology. As early as the last century, Wal-Mart established a global satellite positioning system to standardize its stores around the world, which truly achieved "science and technology orientation", thus making it quickly rank among the top 500 in the world, and its scientific and technological capabilities contributed greatly. 1986, Wal-Mart commissioned Hughes Company of the United States to launch a communication satellite worth 400 million dollars, which is the hub and logistics of Wal-Mart's EDI system. Wal-Mart spent $400 million to launch communication satellites for data exchange and logistics management, which shows its management strength. The daily purchase, sales and inventory data of Wal-Mart's branches around the world will be transmitted back to the headquarters through Wal-Mart's own satellite for analysis and processing. The daily purchase, sales and inventory data of Wal-Mart's branches around the world will be transmitted back to the headquarters through Wal-Mart's own satellite for analysis and processing.
Nine, retail is efficiency.
Retail is to maintain high efficiency and high turnover. The number of commodity turnover is one of the important index systems of retail industry, which reflects the efficiency of retail industry. If this problem is not solved well, enterprises will fall into many problems such as inventory backlog and poor capital flow. The market is eliminating inefficient retail enterprises, and retail enterprises are also eliminating inefficient suppliers in their selection. "Last elimination" is not only applied to human resource management, but also paid more and more attention by merchants, thus being applied to the management of brands and distributors.
On the issue of efficiency, we should not simply pursue speed and quantity, but pay more attention to quality and quality, so as not to repeat the mistakes of "Asia" and Kun Can. Expanding the enclosure is very important to strengthen the strength, but it is not easy to ensure that "one family is successful". When the author works in Dashang Group, his "enclosure principle" is to choose the largest and best local department store instead of blindly accepting it. But even so, it is impossible to achieve high efficiency, and the characteristics of localization will still restrict the improvement of its strength, which is why Wal-Mart is more cautious in opening stores.
X. Retail is a system.
Retail is a collection of interrelated, independent and unified systems. How the coordination and organization between systems directly affect its overall progress, each unit in the system should play the greatest role, and how to maintain the optimal configuration and combination of each part in the system is the focus of retail industry.
Eleven, retail is the detail.
Retail is about subtlety. Details determine success or failure, which is particularly important for the retail industry. The gap between the domestic retail industry and the world retail giants is more obvious here, especially the supermarket format. From loss-proof receipt to customer service, operation and procurement, every link is interlocking, and tables and figures are everywhere.
During my study in China Merchants, I felt this most strongly. Whether it is Carrefour, the most successful retailer in China, Wal-Mart, Tesco and Dafuyuan, which pay attention to corporate culture and store quality, these new retailers all reflect the important reasons for their success in details. I have benefited a lot from the details of store hygiene, in-store broadcasting and store props.
1, store props. Carrefour and Wal-Mart's exhibition areas of fresh food, fruits and vegetables are very detailed, which fully achieves the artistic conception of integrating props with the environment. Carrefour's green food box, wicker basket and plastic basket for food, simulated wooden boat, mild warm light and goods are integrated; Wal-Mart's background bricks and large color pictures of goods on the wall give people a fresh and strong desire to buy everywhere.
DM and POP, as a part of store props, are produced by a special planning department. Wal-Mart's DM is mainly in black and white, which can not only reduce the printing cost, but also fully reflect its environmental awareness. Carrefour's DM theme has been changed in time, flexibly and in place. The whole storefront, whether it is the wall, main entrance, glass curtain wall or posters hanging on the ceiling, including the large TG platform (end frame) of the main channel, has been adapted into DM theme.
2. Store broadcasting. Shopping mall broadcasting is an important mouthpiece of shopping mall work. In Carrefour, customers use radio to find someone, and every time they say "thank you", it gives people a cordial feeling. The background music is mainly pop music, giving people a sense of fashion. In Carrefour, when we open the store and close it, we can't hear the music of opening the store and closing it. But on duty at the entrance to prevent damage, just can't get out. We inform the closing time through the public address system 2-3 minutes before the store closes, reminding customers to hurry up shopping. Slow, gentle music and friendly voice remind you to shop slowly, giving people a feeling of freedom. However, the background music of some retail stores in China is mostly lyrical light music, but fashionable dynamic music is rarely seen. When closing the store, there are strict opening and closing songs. Sometimes customers feel expelled, security guards are busy cleaning up customers, and salespeople are busy cleaning up things. This slight difference reflects the great contrast between format and concept.
3. Hygiene. Hygiene is an important part of supermarket environment, and the hygiene of foreign supermarkets is spotless. The ground is bright and clean, the goods are clean and fresh, and the clothes of the on-site processing personnel in the food area are clean and tidy. Several supermarkets have special cleaning company personnel to wipe the floor at any time, and some dead corners also have special treatment, which makes people feel very comfortable. The staff in the fresh food area are all dressed in white clothes, white pants and white boots, giving people a clean feeling. Our staff wear black boots, giving people the feeling of going to the market.
Twelve, retail is temptation.
Retail is to lure consumers to make profits, while constantly resisting temptation. The temptation of retail industry is embodied in two aspects. On the one hand, it attracts customers' desire to buy through store display, overall layout and commodity quality, which in turn leads to buying behavior; On the other hand, it is how retail employees resist the drive of foreign interests so as not to corrode the enterprise itself.
Thirteen, retail is a single product drive.
Retail industry wins profits by single products. With the intensification of market competition and the increase of commodity varieties, single product management has become one of the most important means in daily management of enterprises. Retail formats are divided into shopping malls, supermarkets, department stores, convenience stores, specialty stores, specialty stores and so on. Each format is divided into more categories, and the supermarket format is the most prominent. Food, fresh food and non-food sales areas are generally the three major sales areas of supermarket format; In the non-food sales area, it is divided into knitting, household department stores, washing and ironing, etc. Each category is divided into several commodity categories. For example, household department stores are divided into small household appliances area, household groceries area and household appliances area. The household sundries area can be divided into family arrangement series, cleaning and sanitation series, furniture series and so on.
Each series is divided into several commodities with different specifications and models, which is also the smallest unit of commodity management. The unit innovation ability of each single product directly affects the performance of the whole class and sales area, which plays a vital role in the survival of supermarkets.
Fourteen, retail is full display.
Retail industry is to win customers' "eyes" through full display. Terminal promotion is becoming more and more important in modern marketing. In addition to on-site promotional activities, such as discounts, price cuts, gifts, live demonstrations, etc. Commodity display and display and POP advertising are becoming more and more important. Strengthen brand exposure at the terminal and increase sales. For example, strive for a bigger and better display position, make a special display at the point of sale, and change the display mode of the brand to facilitate consumers to take and watch. The effect of impressing customers through vision is very remarkable. The quality of merchandise display determines customers' first impression of the store, and making the whole store look neat and beautiful is the basic idea of store display. The display should be rich and varied, and the effect of different display methods affects the sales quantity of goods to a certain extent.
During my work in Shanghai and Fushun, I once focused on store decoration and commodity display, and found some problems. Domestic storefront decoration companies are generally looking for advertising decoration companies. Their design styles are not necessarily in tune with the ideas and ideas of enterprises, and the follow-up support is obviously insufficient. However, the quality of the personnel in the marketing planning department of the enterprise itself can't keep up, so most retailers choose the form of cooperation between the marketing planning department and the advertising company, which has made some progress in technology.
Fifteen, retail is customer satisfaction.
Retail industry relies on customer satisfaction to win goodwill. How customer satisfaction will affect the intangible assets and goodwill of enterprises, so the management of commodity and service quality should be put on the important agenda, and the customer satisfaction rate should be controlled above 99%. The word-of-mouth effect of customers is huge, which will affect the consumer groups of enterprises.
Sixteen, retail is to solve the problem.
The retail industry is to solve problems constantly, simplify the complex and break the whole into parts. We are not afraid of problems, but we are afraid that if we find problems and don't solve them, it will only make them more complicated. The problems in the retail industry are more reflected in four aspects: goods, services, prices and channels. To solve the problem smoothly, we should not only equip professionals and professional managers, but also make the channels for solving the problem smooth. As a business leader, although you don't need to do it yourself, you should go to the grassroots level from time to time to understand different voices, so as to make government orders smooth.
Seventeen, retail is to reduce costs.
Retail is to earn more gross profit by continuously reducing costs. In the case of lower and lower retail profits, it is necessary not only to increase sales, but also to reduce costs.
Eighteen, retail investors are to control losses.
Retail investors earn more profits by controlling losses. Loss is an inevitable problem in the retail industry. The losses of general supermarket formats have a bottom line according to the different situations of enterprises. If it goes beyond this bottom line, we must find problems from ourselves and solve them in time.
Nineteen, the retail is rich and diverse.
Retail industry is to attract consumers by rich varieties and achieve the purpose of profit. The demand of modern consumption is more and more diversified and personalized. Only a rich variety can attract more consumer groups to visit and meet the needs of customers for one-stop shopping. However, the variety does not mean "big and complete", but we should work hard on the width and depth of the category and do "complete" and "big" on the basis of "fine".
Twenty, retail is crowded with people and goods.
The retail industry relies on popularity and the prosperity of goods to gather financial resources. Only when the popularity is prosperous and the goods are smooth can we gather wealth. The unpopular shopping mall is not far from closing, and it is not easy to do these two things well. In addition to accumulating the charm of popularity, the use of marketing means, and the creation of "from scratch" and events, shopping malls will always be in the focus of society, and popularity will naturally come; The smooth flow of goods requires the joint efforts of a strong supplier and a clean and efficient mining team. The richness and variety of goods will naturally attract more visitors and the shopping malls will prosper.
2 1. Retail is market-oriented.
Retail is a market-oriented business policy and strategy. Everything is market-centered and market-oriented, so that we will not lose our way and have self-knowledge. Don't despise any opponent, and don't imagine your opponent too strongly. Modern marketing pays more and more attention to the role of numbers and tables, and Japanese retail stores have given us useful lessons in this regard. During my work in Dashang, Michele Dalian Shopping Mall was a Japanese department store. Its marketing department is completely market-based, organically combining marketing and commodities, which is different from the traditional way of setting up marketing planning department and commodity department for domestic merchants. The marketing department is set as the core department of the enterprise, from social consumption trend analysis, market research, sales statistics of various industries and categories, joint sales contract management, promotion planning, membership management, store decoration and many other aspects.
Twenty-two, retail is selling goods.
Retail is selling goods. Literally, retail is selling goods, and retail is to study how to sell the goods produced by manufacturers through various means, thus generating economic and social benefits.
Twenty-three, retail sales.
Retail is sales. Sales volume is an important indicator to measure the success of retail industry. Only when the sales volume goes up, will it win the trust of more suppliers and earn more profits for the enterprise, and then there will be development. However, the pressure of indicators has also overwhelmed many retail enterprises, so retail is also one of the industries with the most frequent flow of management talents.
However, in practical work, there is such a misunderstanding in marketing indicators. As long as the sales volume goes up, the activity will be successful, but the actual effect of the activity has not been comprehensively evaluated. In fact, the evaluation of marketing effect depends not only on the current sales, but also on the sales in the same period and the previous period. The actual growth rate is obtained by subtracting the previous growth rate from the same period growth rate, which is the final effect of the activity.
Twenty-four, retail is different.
Retail is unique, unique. Only when you have personality can you have vitality and thrive in the competition. In a thousand stores, how to show their unique charm is one of the lessons that the retail industry must do. The difference of retail is reflected in the refreshing store style, accurate and distinct product positioning, high-value and efficient service and unconventional promotion.
Take promotion as an example. Now the price war and promotion war in big shopping malls are in full swing. "You send 50, I send 60; If you buy one get one free, I will give you a 10% discount. " The result of this vicious competition makes no difference to both sides, and will eventually lead to a dead end of promotion. When I was engaged in marketing, I was deeply tired of this promotion method and often rushed to the front. Although I didn't lose my helmet, it was full of loopholes. How to locate yourself accurately, so as to stick to your position and keep your own characteristics is the best policy.
Twenty-five, retail is to increase membership.
Retail is to make yourself invincible by increasing the number of members. For a newly opened store, how to lock in a fixed consumer group is an important measure to win a share in the market competition, and membership system is an important marketing means that retail industry pays more and more attention to. Jiang, a professional manager in Taiwan Province Province, once said, "If you give me 65,438+million members, I will build another new store." This sentence vividly reflects the role of members.
Membership cards are divided into membership cards and VIP (VIP) cards according to types; According to the category, it is divided into points card, discount card and stored value card. Different business membership cards play different roles. In supermarkets, the main function of business membership cards is to lock in ordinary consumer groups, with points as the main form; In the department store format, the main function of the membership card is to lock in the advanced consumer groups, with VIP cards and discounts as the main forms. However, in the actual application process, the role of membership card is not obvious. Some merchants' membership cards are not true, and consumers do not "catch a cold".
Take the three shopping malls I have experienced as examples. The membership card has the functions of keeping the value of points and redeeming points for gifts. But at first, it encountered many difficulties such as aging system, single function and little activity, which restricted the further development of membership card. The operation in actual work is far from being as simple as other promotion activities, but a long-term and solid work. This is the author's marketing strategy in membership promotion, please learn from it.
First, expand membership promotion channels.
In addition to the expansion of the group's own scale, the promotion of membership system must also have sufficient sales channels. In addition to the existing shopping membership card and 5 yuan card, we try to jointly promote it with the government and social organizations. For example, the Municipal Federation of Trade Unions has contacted whether the card can be promoted among the trade union members in the city.
Second, improve the universal benefit function of members.
At present, members only have the treatment of integral consumption, and members generally feel that they do not "quench their thirst". Therefore, on this basis, we are ready to launch member shopping discounts, member point insurance, fitness, beauty, bath tickets and so on.
Third, strengthen membership promotion.
On large holidays, members' parties, member fun competitions, birthday cakes and other activities full of corporate care will be held to enhance the feelings between members and enterprises, enhance the corporate image and make members feel at home.
Fourth, membership promotion should be integrated into promotion.
At the same time of launching large-scale promotional activities, we will add membership discounts to the promotional content to attract more consumers to join the ranks of members and experience the benefits and happiness brought by the membership system together.
Verb (abbreviation of verb) pays attention to VIP members
VIP members are important customer resources in the "28 rules" of enterprises. Grasping their hearts is equivalent to an 80% success rate of membership promotion. Because they can not only bring rich returns to enterprises, but also bring more members with VIP potential.
The above is just the author's experience in practical work. With the continuous development of market economy, the concept of retail will gradually merge with the world retail giants, and more new concepts will be derived and extended, hoping to discuss with colleagues in the industry.