Beauty salon owners often encounter a problem: every day, bustling people pass by my shop, but why don't they come into my shop?
The most valuable asset of a store is not how big the store is and how luxurious the decoration is, but how many customers are willing to buy products in the store every day. Shopkeepers should take customer development as their core work, and do it every day, every month and every year.
There is a joke "Full House", which is about a theater full of people every day! What drama attracts the audience so much? It turns out that the heroine always changes her costume, which the female audience especially likes, but when she simply changes it on the stage, the male audience likes it even more.
This joke tells us several marketing secrets:
The first is to maximize customers. Popularity is wealth, and gathering wealth must first gather popularity.
Second, the heroine uses the psychology of different customers to provide targeted products and services to attract customers to the maximum extent.
In order to attract more customers, shopkeepers should first understand the types of customers and then take targeted measures.
Customer classification:
1, new customer. First time customer.
2. Old customers. Customers who come back to your store many times to buy products.
Lost customers. Customers who have bought your products before, but have not returned recently.
New customers can be divided into the following three types according to the reasons for entering the store:
1, customers who pass by the store door and take the initiative to enter the store;
2. Customers who go out to develop stores;
3. New customers recommended by old customers.
To sum up, there are five ways to develop customers:
1. How to attract customers passing by the store?
2. How to go out and develop customers?
3. How to attract repeat customers?
4. How to get old customers to recommend new customers?
5. How to turn the lost customers back? ?
To develop customers, we must first consider how to attract customers passing by on the way to the store. Almost all shopkeepers also hope that customers passing by the store door can come into his store and have a look. The key is how to do it.
An electric car shop owner said: "I can sell two cars for 10 people as long as I bring consumers to the shop." There is an average rule in sales: the sales volume of a store is directly proportional to the number of customers in the store. The more customers, the higher the sales. How to attract consumers to specialty stores? The owner of this exclusive store summed up 18 tricks to attract customers, including electric auto show, free test drive, exhibition tour, electric car race, car rental at scenic spots, first report, sponsored news, soft articles, banner wars, group introduction, online publicity, safety lectures, selling by rent, customer service, trade-in for new ones and delivery to the store. Then, whether it is a cosmetics store or a beauty salon, can the boss also explore the 18 trick to attract customers into the store?
In order to attract customers into the store, many bosses have come up with many ways: an American restaurant put a big beer barrel in front of the door, and it said in big letters: "No peeking!" " The customer put out his head and saw a sign in the beer barrel, which read: "Our beer is sold at 60% discount, welcome to taste it". This is to use the curiosity of customers to attract customers into the store.
Specifically, the store should conduct in-depth research from three aspects in order to attract customers into the store:
First of all, the shiny storefront image.
Shopkeepers must remember that the image of the store can be sold. For cosmetics marketing, the store image is the product value.
The problems existing in many stores are mainly in three aspects:
1, lack of eye-catching signs:
A big yellow m, customers can know it is McDonald's from a distance; A rotating three-color light box, which customers know is a barber shop. Then, many shopkeepers don't pay much attention to the role of signboards. In the above picture, customers will not know that this is a cosmetics store unless they look carefully. How many customers walking up and down the road will see from the rows of signs that this is a cosmetics store?
2, mixed dark light:
Customers have phototaxis like moths, and are willing to go to bright and clean shops, especially cosmetics shops, which attract female customers who love beauty. Just like the shop in the picture above, the lights are dim, the owner saves electricity, but many customers are lost.
3. messy display?
Products are randomly placed, disorganized, and there are no outstanding star products and flagship products, which dazzle customers. Customers don't know how to choose, how to buy smoothly?
Second, attract customers with commodities.
The owner of the clothing store will decorate the window clean and bright, put the latest clothes of this season in the window, and tell the passing customers: We have the latest clothes in the store, come in and have a look. The owner of the restaurant will arrange the first customer who comes in for dinner in a window seat, suggesting that the passing customers: the food in our store is delicious. Look at so many people in the shop. Come and have a taste.
Cosmetic store owners should also learn marketing skills from them: attract customers into the store with goods.
New products, brand-name products and products with high purchase frequency are displayed in conspicuous places at the door and sold at slightly lower prices to attract customers interested in new products, brand-name products and local popular products to visit the store.
On my way to work, I passed a cosmetics store and saw a table in front of the store with several cosmetics on it. POP was 60% off. This is to put the promotional products in a conspicuous place in the store to attract customers interested in promotional products. Shopkeepers can set up temporary counters and put some special products on sale at the door.
Third, use promotions to attract customers into the store.
1. Render promotional information.
Introduce in-store promotion activities through POP, leaflets and banners at the door of the store. According to some surveys, the probability of customers entering cosmetics stores or beauty salons is 40%.
Stores use posters, Persistent organicpollutants (persistent organic pollutants), flags, shadow lamps, balloons, bouquets, etc. to create momentum, attract attention and achieve remarkable results.
2. Carry out promotional activities to attract customers.
A cosmetics store launched an "empty bottle exchange" campaign. Choose sunscreen, facial cleanser, shampoo, shower gel and other summer products to break through the psychological bottom line of consumers at shocking prices. A symbolic fee of one to two yuan is charged for each product, and it is promised that you can buy the desired product with empty bottles of similar products (empty bottles of facial cleanser can only be replaced with facial cleanser, and so on), so as to attract customers who used to consume other brands and become their own customers. And indicate the number of exchanged products. After customers enter the store, through follow-up activities, expand customer purchases, attract customers to become members, and realize profits.
Three Principles of Tokka Design
The beauty salon extended warranty card is not only a discount card, but also the image embodiment of the whole beauty salon.
1. Edit the blog card like a business card.
The design of beauty salon extension card is the banner that can best reflect the brand culture, so we must be very careful in the design. Before the event planning, when making blog cards, you must communicate with relevant designers. Explain in detail what the beauty salon's blog card needs to write and how the text needs to be organized. Don't feel trouble. You should know that the customers of beauty salons are all female consumers, and almost all of them are visual animals. Therefore, the more novel and ornamental the design of the beauty salon extension card is, the more likely it is to attract them and arouse their curiosity.
2. Different styles can be designed according to different seasons.
Beauty salons can issue different styles of blog cards according to different seasons or festivals. The style or content in the card must focus on the characteristics of the season or festival. In addition, the expansion card can also specify the use time, such as when it was used before or on the same day, which should be marked. In addition, what form should the Tokka style be made, and what drawings should it match. What color and font are used for the text on the inner page? All these require repeated communication between the boss and the designer until a good result finally appears.
3. Treat the blog card as a work of art.
Issuing Tok cards is a very important process. If your beauty salon Tokka is well designed, it will be taller. But if you can't get an audience, it's all in vain. Therefore, how to make the designed blog card visible to the audience also needs some effort. Publicity materials can be designed into paper products and then made into cards. Send these promotional materials to the e-mail address of the target customer. So that customers can see it as soon as they go online. In addition, you can also negotiate with some local high-end places and send free blog cards to the members' mailboxes of these places for publicity. You can also set up a blog for your own beauty salon and change the name of the blog to something related to your own beauty salon. The blog records the detailed process of the growth of beauty salons, and updates the introduction and publicity materials of in-store activities in time. This will not only shorten the distance with customers, but also make others feel friendly and interesting.