First, independent facade.
First of all, I think that to improve the enthusiasm of sales staff, we must have customers. Who can the salesperson sell to if the guests don't come in?
Secondly, what kind of glasses are they, myopia glasses or sunglasses?
If you are nearsighted, you can start from primary and secondary schools or college students. You can make some brochures about this brand of glasses and distribute them to these students. Set some questions in them, and you can take part in the lucky draw by sending the correct answers by mail or mail. Activity prizes include vouchers, diaries, ballpoint pens, etc. Buy glasses at different prices. In particular, vouchers are very important to encourage them to spend more. Of course, at this time, it is necessary to give full play to the advantages of salespeople and introduce products to customers as much as possible. College students have a high myopia rate, so we can start with them. )
Sunglasses should start with college students, who have no social pressure and more money. Methods can also refer to the above, but some may not be interested in some small items. You can try "moving your store into the campus". Every year, when freshmen enter school, there are many stalls selling things on campus, which can be tied up. For example, buy glasses, send towels, toothbrushes, washbasins and so on. And bicycles can also be given away at a high price. Of course, it depends on the grade of your glasses.
Second, the shop is in the mall.
First of all, the quality of the waiter is required. A good shop assistant should dress appropriately and have a warm service attitude, which is the most basic. In addition, they should be trained in marketing and how to grasp the consumer psychology of customers. In addition, the commission point should be changed, the turnover should reach a certain level, and the "bonus" system should be implemented. If the turnover is below a certain level, they will be dismissed, so there will be some competition among salespeople. Of course, on the whole, we should maintain unity and harmony, which depends on the level of leadership.
According to the marketing environment, you can carry out the following two marketing strategies:
First, the out-of-store marketing strategy
1. Pursuing mutual understanding and trust with various brand glasses suppliers and seeking long-term cooperation. Establish the common interests of both supply and demand sides. Introduce well-known brands suitable for students, such as "Haichang", which shows the elements of fashion and personality.
2. Pricing strategy: Since students will not spend much on glasses (a suitable pricing range can be obtained according to the students' survey), at the same time, we should consider which models are used as students' exclusive models, whose prices are about 20% lower than those of similar products in other stores, and emphasize through publicity that this is a preferential price for students, and you can enjoy preferential treatment with your student ID card.
3. Promotion strategy:
(1) Seize several key time points, make an impact and boost sales.
★ Starting school: At the peak of students' consumption, students have the most desire and ability to consume when they start school. Especially freshmen, if they can rely on the admission notice, they can enjoy preferential treatment.
★ Big holidays: discounts can be offered during holidays.
★ Important school activities: These activities must be of concern to students, such as sports meetings and large-scale parties. For these activities, merchants can donate some money to sponsor these activities, whether it is title or banner, which is conducive to expanding their influence and popularity.
(2) Promotion means:
★ Additional transactions-such as "buy a few for free" or buy "contact lenses" for free "sunglasses" and so on.
★ Gifts-During the promotion period, customers who buy our products can get small gifts according to the price of the purchased products, such as briefcases, handbags, calendars, ballpoint pens, etc. The name of the through train supermarket is printed on it, so that they can spend very little money and maximize the visibility of the company.
★ Membership system-All customers fill in complete information and automatically become members. Members will enjoy many additional values, such as shopping points for contact lens care solution. The promotion of membership system is conducive to the establishment of store visibility and customer loyalty, customer segmentation and the implementation of targeted personalized marketing activities.
Second, in-store marketing strategy
1, service process:
(1) Control every detail action of the staff in the store, including how to greet customers, how to ask customers' background, how to effectively display products, how to effectively handle customers' objections, how to promote customers' purchase process and so on.
(2) The service process of glasses industry is divided into pre-sales and after-sales. The service process before sale lasts about 45 minutes, which is divided into optometry (about 20 to 25 minutes) and sales recommendation (about 15 to 20 minutes). We should grasp every link of optometry process, communicate with customers, establish interactive feelings, understand customers' needs, let consumers have a "professional" image of our store, and then win trust.
(3) Strengthen the after-sales service management system, register consumer information, and take the initiative to call after one month to ask whether wearing our glasses is comfortable and satisfactory. According to the types of goods purchased by consumers, we will send new glasses leaflets and glasses fashion information every month (which can be sent by mail). The first purpose is to get consumers' comments on our store and facilitate the spread of the brand. The second is to increase the subscription frequency of consumers.
If employee training is in place, the result of the service process will be satisfied customers and the most direct and important marketing.
2. Shopping environment:
(1) The physical environment of optical shops must imply fast and effective service. The external and internal design of enterprises should be neat and lively, and the decoration of shops, the display of products, the layout of promotional materials and the pedestrian passage should be carefully designed and planned to make the whole more reasonable and create a beautiful shopping environment.
(2) Posting posters of fashionable new glasses on the wall, making brochures (with tips on wearing glasses correctly and eye care) and distributing them free of charge in conspicuous places. Brochures should be printed clearly and pictures should be carefully selected.
(3) Corporate Identity System (CIS) should be embodied in store display design, focusing on brand management strategy and long-term development. Let consumers feel comfortable, worry-free and satisfied when consuming through-train glasses.
Here is an activity plan:
Time: weekend
Location: Set up two points on the bustling campus and two points at the school gate.
Theme: Caring for students' eyes is the theme of the activity.
Activity content: 1. Contact the school and explain to the university your free aid project: free optometry and glasses for the first batch of 100 students with family difficulties, excellent academic performance and myopia. (the cost is not big, and you can get the support of school venues and policies. These students who put up banners and posters are role models for students to learn. So if they put on your glasses, they will have a demonstration effect, not only selling the products, but also winning a good reputation. You can contact the media to report. Carry out public welfare activities, remember to collect information about potential customers, and lay a foundation for further promotion.
1. According to the resources of our own enterprise, after comprehensive evaluation and investigation, we made an integrated marketing plan to increase the sales of glasses. Cooperation between magazines, clubs and cultural marketing agencies, how many issues (books) magazines order to send glasses, how much money clubs spend to send glasses and so on. Because this part involves unknown factors such as operating expenses and product costs, it is impossible to determine now. Therefore, I am willing to provide free tracking service in the next six months.
2. On the occasion of the upcoming new semester, hold a series of large-scale publicity activities:
2. 1, all students are discounted, and the specific discount rate is determined by the enterprise;
2.2, three good students and poor students, more concessions;
2.3. Provide free cleaning and maintenance for students who already have glasses;
2.4. Provide free eyesight test for students who don't wear glasses;
2.5. Invite medical professors to hold free lectures on eye care and glasses maintenance in various schools;
2.6. Provide free cleaning and maintenance for students who buy new glasses for one year to life;
2.7. Hold special competitions for students in calligraphy, painting, handcraft and piano performance;
2.8, jointly organized with the local newspaper students poetry, composition and other prize-winning competitions;
2.9. Provide employment opportunities for (unemployed) parents of "Miyoshi" students and poor students;
2. 10, providing free special movies for students of all schools;
2. 1 1. For the students who won the title of "three good students" in the coming year, promise to provide prizes as encouragement.