[精选]超市陈列管理培训课件.pptx

《[精选]超市陈列管理培训课件.pptx》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

1、WhyWeBuy:TheScienceofShoppingTirthankarSutradharWhatisShopping?Idon’tmeanwhatisbuyingIt’swhatwecallthe“grabandgo”IthinkShoppingismorethanthesimpledutifulacquisitionofwhateverisabsolutelynecessarytoone’slife.ShoppinginvolvesusingoursensesSightTouchSmellTasteHearing3bigthingsthatstoresalo

2、necanoffershoppersa.Touch,trialoranyothersensorystimulib.Immediategratificationc.SocialinteractionButt-BrushEffectGoodKeyPerformanceIndicatorsforRetailConversionRate:HowmanyofyourvisitorsarebuyingTimeSpendRate:Theaveragetimeshoppersspendinthestore(moretime=moresales)InterceptionRate:The

3、numberofshopperswhohaveinteractionwithanemployee(morecontact=moresales)Waitingtime:Customersdon'tlikethatTherearecertainphysicalandcommonanatomicalabilities,tendencies,limitationsandneedstoallpeople,andtheretailenvironmentmustbetailoredtothesecharacteristicsTransitionZoneInanysectionofa

4、store,thefirstproductcustomerseeisn’talwaysgoingtohaveanadvantage.SometimesTheoppositewillhappen.YouNeedHandsCustomersonlyhas2hands.Andiftheycarryabagonly1:Helpthemwithprovidingbaskets,sotheycancarrymoreBiggerbaskets,oftenmeansmoresalesRight-handedtakesproductsfromtheshelveswiththeright

5、hand:IfyouwanttopushanewproductthensetthetopsellerinthemiddleandthenewproducttotherightofitWhatRetailersandMarketersdon’tknowHowtoavoidShopliftingTheStoreWindowsConversionRate:HowmanyofyourvisitorsarebuyingTimeSpendRate:Theaveragetimeshoppersspendinthestore(moretime=moresales)Intercepti

6、onRate:Thenumberofshopperswhohaveinteractionwithanemployee(morecontact=moresales)Waitingtime:Customersdon'tlikethatTheStoreWindowsChangethewindowdecorationsoften,sothepeoplepassingbywantstocomeinandbrowseCustomershavetheireyesinfrontoftheheadandgoforwards,notsideways:Thatmakesitdifficul

7、ttoseeproducts/signs/windowstothesideTHESTOREENTRANCEOnthedoortothestore:Thecustomeronlyhastimetoread2-3wordsThetwilightzone:Don’tplaceanythingimportantattheentrance.IttakessometimeforthecustomerstoorientatethemselveswhentheyenterastoreThefasterwewalk,thelesswesee:Makethecustom