If the store environment is hard power, then the service is soft power, and the soft power is more powerful.
Editor’s note: This article is from WeChat public account “Linked Network Information” (ID :lingshouzixun), author Liu Erbai.
Today, new stores are emerging, and the newly opened store is decorated with grandeur and refreshing.
Whether it is facilities or shelves, equipment is at the leading level in the industry.
In contrast, those stores that have been in business for a long time and are outdated by facilities are dwarfed, and the value of looking at them is slightly inferior.
Therefore, the store upgrade has become the most urgent need of some old stores. The increase in the value of the face – upgrading the facilities and equipment, renovating the store, this is undoubtedly a big move for a store that is open. This requires time, material, human and financial support, and not all stores have the conditions to adjust dramatically.
The upgrade of most stores has been upgraded without affecting normal business and investing too much equipment and facilities. Such adjustments pay more attention to the internal improvement and try to defeat the value with “connotation”.
This is a difficult challenge. After all, in this era of looking at the face, the status of Yan is above all else. However, the appearance can only achieve a temporary advantage, just like the interaction between people and people. After a long time, the charm of connotation will be highlighted. The connotation of the store can show its value in the long-term interaction with consumers. InsideYan is a longer-term competitive. In the store upgrade adjustment, the shaping of the connotation is the most important.
01 Improve the content: update the product management philosophy
The store upgrade, the core should be the upgrade of the goods. After all, for the customer, the goods are the most important. The quality, price and function of the product can have a more positive impact on the customer’s purchase.
On the surface, it is an upgrade of goods. In fact, behind the upgrade of the product management concept.
First of all, to break the old commodity managementRead. In the traditional concept of commodity management, all of them are managed by the middle class. In the middle class, for the convenience of management, the products of the same brand are displayed nearby, which obviously brings a lot of conveniences, such as: convenience Vendor communication can also charge a fee. In the extensive management mode, it is also easy to breed problems and hidden dangers:
1. Floating on the surface of the middle class, without deep excavation, it is not easy to establish the depth of the category with the role of “moat”.
2. Over-reliance on brand owners, major brands have become the dominant players in the store. Although the counters and special displays have highlighted the brand image, they have weakened the image of the store.
3. Although the store saves time and effort in managing goods, it has gradually lost its ability to manage goods.
In some mature stores with commodity management capabilities, it can be seen that brands must be subject to the rules of store merchandise management. Many of the same types of brands are no longer displayed on a brand-by-brand basis, but are broken up. Planned into a fine class. This kind of meticulous and meticulous management method, although it will bring a lot of management troubles, seems to increase the management cost, but it plays a positive role in promoting the depth of the fine class and establishing the advantages of the fine class.
It’s the season of peach ripening and listing. In a store, there are six kinds of peaches in the promotion area, from red to yellow, from round to flat, from peach to peach, which attracts many customers. Onlookers and picks. We will deepen and make a seasoned fine class, and enrich the variety while establishing the depth of the fine class.
This fine-tuned way of fine-tuning can build a fine-scale scale within a certain range. This scale is displayed in the store, and the effect is that the strong and lively sales atmosphere can stimulate consumers’ desire to buy. In the peach promotion area, under the influence of the scene atmosphere, the onlookers mostly purchased a peach.
Secondly, the core competencies behind merchandise management are key. On the surface is the sale of goods, but behind the competition in the supply chain. Store upgrades, the most important thing is to upgrade the supply chain. If there is no strong supply chain to support, the best store environment and advanced facilities are like good-looking clothes. It is not difficult to upgrade the store environment and facilities. It is difficult to upgrade the operating strength.
The creation of a supply chain is an important part of the upgrade of business strength. However, the supply chain is not so obvious that it is not so obvious. Like the self-collection of the base, it needs to find a base for cooperation. According to the observation and pre-judgment of the market, it guides the production of the farmers, and then picks and sells them on the market. Every link requires a lot of time and effort, but also material and financial support. And some retailers want to develop the supply chain in a short and fast way, rather than really investing in the actual work of shortening the supply chain and optimizing the supply chain.
When choosing a business method,Some retailers hold the way of consignment and joint ventures. Of course, there are important reasons. These modes of operation are labor-saving, time-saving, and easy to produce results. The only problem is to give the dealers the opportunity to exercise and improve. I safely became a “watcher.” When the market competition is more turbulent, “watchers” will definitely be the first to be eliminated.
The last thing to do is to cultivate managers who love life. What kind of goods are purchased and in what way they are presented, which requires the participation of managers. Retail is an industry that is closely related to life. Every store reflects the manager’s understanding of life. Those odorless and boring stores, you can imagine, the manager of the store will not be interesting where to go, he must be a person who has no thoughts and no feelings about life. He can’t draw inspiration from life, feel the needs of consumers, and reflect this inspiration and demand into the operation of the store.
When I want to buy oyster sauce, I found that the oyster sauce in the supermarket is a common one, and the price is mostly around ten yuan. So I went to Jingdong to search and found that Li Jinji had a Lao Zhuang oyster sauce. The price was over 30 yuan, but the sales volume was high and the comments were many. As can be seen from the buyer’s comments, this oyster sauce has high purity, good freshness and many loyal consumers. So I bought a bottle and tried it. It was really good and worth buying. Lee Kum Kee is a regular seasoning brand, almost every supermarket sells, but the supermarket that sells this old Zhuang oyster sauce in the three-kilometer business district does not. Is it because of the high price that the managers of the supermarket have turned this oyster sauce out? Still do not know the existence of this oyster sauce?
Supermarket managers need to have a keen sense of finding products that have potential and characteristics. It is now more and more difficult for traditional retail to establish differentiation. Only by finding those products that are free of me and popular, this is the foundation for establishing differentiated operations.
02 Improve the content:Value added for the service
If the store environment is hard power, then the service is soft power. Soft power is more visible to the power. Convenience stores are now more and more like a small community supply station, where you can provide the services that many families need every day, which is a value-added service for convenience stores.
Other traditional retailers can still extend the extension of services in the store to provide consumers with more convenience. In the upgrade of the store, Target has created a new area: Snack Bar is a take-away area, equipped with self-checkout in this area, allowing consumers to find goods as quickly as possible and end shopping as quickly as possible.
Several retailers are doing the job of trying to extend the customer’s shopping line, and let customers turn to all areas through various means, but with the change of consumers’ time concept and changes in consumption habits, consumers are taking this initiative. The act of wasting their time is veryTogether, they hope to meet the shopping needs as soon as possible. The establishment of this area in Target is clearly more consistent with the current consumer spending habits.
Tagit’s approach is like opening a hole, so we can open our minds. For example, in order to meet the needs of cooking enthusiasts, concentrated areas display those specialties, not easy to find condiments, form a special area; you can also love food as the center, start a food class, organize live events, and attract consumers. These value-added services seem to be not directly related to sales, but they are like a fulcrum, inciting some aspects of the consumer’s feelings, to build a closer relationship with consumers.
In Juye Jiahe, they provide free gift wrapping service at the service desk, cut the pants corners for customers free of charge, and set up an ice station where customers can self-serve ice; the supermarket also provides self-service water service… free service items Too many to mention, the establishment of these services allows customers to experience a more intimate shopping experience. Jiahe’s value-added service is more focused on the digging of internal potential, bringing convenience to customers as much as possible.
The service is like a treasure. Every time you dig, there will always be some gains.
The added value of the service is not only limited to the surface of the article, but also to the customer’s point of view, truly consider the customer, let the customer are willing to enjoy the value-added services provided in the store, and thus increase the goodwill of the retailer. The CEO of Target said that one of their visions is to make Tagit “the most convenient shopping mall in the United States.” Therefore, Taggit thought of various ways to provide convenience for customers.
Therefore, even for value-added services, there is a need to set goals: what kind of service experience to provide, what effect to achieve, as long as there is a goal, can focus, in order to create more popular value-added services. Supermarket upgrade, the promotion of “connotation” is, in the final analysis, a process of self-learning and improving, bringing better service to customers.
03 Connotation enhancement:Upgrading of executive thinking
The store upgrade, you can not ignore the upgrade of the software – the upgrade of the management’s thinking mode. All upgrades are led by managers, but if the manager’s thinking is still in the past, it will not be able to fundamentally promote the upgrade of the store. Infused into the store upgrade, it is actually the thought soul of the manager.
The upgrade of many stores is destined to be a failure. Even if the store is renovated, the facilities are replaced, and some of the products are introduced in a messy manner, these surface changes will only bring temporary effects, like a forcible needle. After the drug effect, there is still no big improvement.
The change and improvement of the way of thinking is an important measure to truly guarantee a long-term mechanism.
Technical update is now faster, operatingThe pattern is constantly iterative, the competition is becoming more and more fierce, more and more diversified, and the market environment is becoming more and more complex. This puts higher demands on the managers, and the people who are stuck in the place are very out of place. Employees need to work with retailers to help employees improve their thinking and invigorate their business.
First create a learning culture. Continuously improve employee skills and establish a stable and formal training mechanism on a broader scale. Retailers must create opportunities to help employees grow. Retailers can introduce management courses and introduce new technical means to help employees improve. Training opportunities can also be provided to employees anytime, anywhere through a combination of online and offline courses. Training can expand the horizons of employees and increase their industry insights, which can provide more ideas and ideas for store upgrades.
Secondly, carry out the necessary talent pool and establish a ladder of talented ladders. In the process of upgrading the store, I often encounter the situation that “people” hate less when they use it. There is a shortage of talents and no one can be found. This is the retailer’s talent reserve is not enough. Reserve talents are a kind of work like “planting trees”. They can’t see results at the beginning, but they are the cornerstone of store development and upgrading. It is difficult to build a high-rise building without a “stone” store.
Finally, the industry is growing rapidly, and managers must be trained to respond quickly to change. The store upgrade is the best time to cope with market changes, predicting the development of the industry, changing the status quo of the store, and more consistent with the needs of consumers. But all this requires the response and judgment of the manager. Therefore, in business, we must create more opportunities, let employees get exercise, and let their thinking have the opportunity to practice. Employees think positively – practice – rethink, and in the process they can be greatly improved. The upgrade of the store is precisely the best way to combine thinking and practice.
Time flies, the face is easy to be old, but the connotation can be renewed for a long time. The store upgrade is a climb without an end.
*This article only represents the author’s point of view, does not represent the position of the joint venture