However, there is a phenomenon: because the management ability of the same brand and product in the specialty store is different, the business performance of franchisees is very different.
Based on years of experience in terminal retail management, the author summarizes several work contents of underwear store management, hoping to discuss with colleagues and help store operators.
Professional shopping guide
Underwear shopping guide pays great attention to professional knowledge, which requires the shopping guide not only to master the general shopping guide skills, but also to have a comprehensive and professional understanding of the product itself, wearing characteristics, matching methods, washing and maintenance, and to know better than the customers what specifications and styles of products should be purchased. In addition; Learn to grasp the psychology of customers and the popularity of the market. A very professional shopping guide can deeply win the trust of customers and establish a loyal consumption relationship.
Excellent underwear shopping guide needs long-term training because it involves a lot of professional knowledge. Therefore, in normal times, store operators should make proper personnel reserves, on the one hand, it can prevent the passivity of personnel management, on the other hand, it can also avoid possible personnel flow risks.
Commodities and sources
When underwear products were originally designed, designers spent a lot of time on the styles and colors of the products, and also paid great attention to the serialization of styles and the complementary colors. Due to the different internal structure, internal environment and geographical location, the styles and characteristics of products will be displayed in different ways. Only the correct display can effectively reflect the brand's personality characteristics, which requires the store to exchange and learn with the factory and related personnel, and conduct professional operations on color matching, main and auxiliary styles and series themes. At the same time, we should learn more and accumulate more in clothing display concepts and collocation methods, improve our appreciation ability and display level, and make our own store characteristics.
The rationality of commodity inventory is very important for specialty stores. Too much goods will waste sales opportunities, and too much goods will occupy funds and increase costs. Moreover, many shopkeepers have experienced such a thing: the products that sell well quickly break down and cannot be replenished for a long time. Because the good products you sell may also sell well in other stores, it must be a process for manufacturers to get information and then organize replenishment. This requires the shopkeeper to strengthen communication with manufacturers in the sales letter on the one hand to ensure timely feedback of information; On the other hand, it is necessary to strengthen the ability to predict product sales, and to be able to grasp whether a new model meets the consumption habits of the local market and what the sales prospects are.
Image and promotion
Due to the short development time of underwear industry and the lack of mature business atmosphere, many internal specialty stores pay great attention to the image of the store at present, especially some details are often ignored. For example, customers will feel different when they walk into a boutique in a five-star hotel. The price here is higher, they can accept it easily, and there is no discount. And if they find mops and buckets in the fitting room, or a corner of the poster is scratched and hung there, their feelings will be different! An excellent store image can stand the test of the most discerning customers.
The same promotion method, some people operate very well, some people have poor results, and some people always try their best to "plan" a shocking idea to become famous in one fell swoop!
Some shopkeepers have experienced such a situation: the discount works well, and no one patronizes after the original price is restored. They came and said they would wait until the store analyzed it before buying it! Some people complain that there are often no discounts, and others complain! Even lost a lot of old customers. This is an obvious consequence of not dealing with negative effects. This requires doing a good job in product promotion and atmosphere layout, finding "appropriate" reasons for promotion, and emphasizing the conditions for promotion (such as festivals, store celebrations, out-of-season treatment, etc.). ), and emphasize the promotion atmosphere in the layout of the store, which is quite different from the usual regular price sales. The greater the difference, the smaller the negative impact.
Good financial management can make a lot of money.
Shopkeepers have accounts, shop assistants have accounts, and manufacturers have accounts. At the end of the month, the owner will check with the manufacturer according to the detailed account of actual receipt and shipment, and check with the clerk according to actual receipt, actual shipment, sales, actual inventory, and everything can be seen at a glance.
As for the price policy in sales, it can either be clearly stipulated that it is consistent with the manufacturers and implements a unified retail price. The shopping guide has no preferential right and sells clearly. Or that right to a restrictive discount. For example, you can give a minimum discount of 8.5%, but the premise is that the full-price sales must be above 80% of the total monthly sales. In this way, by giving shop assistants the right to discount sales, they can show their trust, not only improve their enthusiasm for work, but also effectively grasp sales opportunities and improve efficiency.
Perfect financial management can also help shopkeepers grasp the operating conditions accurately and timely, and play the most valuable reference role in making daily sales plans, making sales surveys, replenishing goods, and making promotion plans. , earnestly do a good job in daily operations.