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When it comes to the LED lighting industry store promotion, many market planners will shook their heads with great helplessness. The promotion of this sword has already been played by all the high-ranking people. In the harsh form of hurting one thousand and hurting 800, the promotion Did not bring unlimited business opportunities to the business, turned into a stable drug, do not feel uncomfortable to eat, but everyone knows that eating too much will leave serious sequelae. In the home building materials industry, where the product category, sales method, and store image are seriously homogenized, the promotion is an effective magic weapon to attract customers to enter the store to form a transaction. The furniture and building materials market sings every day to sing me to the promotion drama, not only let Customers fall into the fog, and even the business can not help but feel the long-term, how is it? In the rehearsal of the promotion drama, not only the customers began to be more critical about the content and form of the promotion, but also contributed to the attitude of the customer waiting to see and see. It seems that there is no discount and no discount, and the customer will never place an order.
How to play LED lighting industry store promotions?
Promotional homogenization is one of the most serious problems that cause sales to become a chicken rib. To solve this problem, the first thing the event planner should do is not to slap his head and think about the plan, but to think about the purpose of the promotion. The traditional promotion view is that promotion has three main purposes: to enhance the brand image, to quickly increase sales and digest inventory. However, if you apply these three objectives to the retail store, you will find that the coverage is too wide and the problem cannot be reached. Therefore, it is necessary for us to reorganize the purpose of the store promotion. First of all, the brand image is generally organized and organized by the manufacturers. Planning, for this point, most furniture building materials stores are not very cold, pay attention to me is not that it is not important, I just said that dealers are not interested, they are most interested in digesting inventory and increasing sales. Event planners need to continue to think deeply about how to increase sales along the way of increasing sales, instead of planning to buy gifts and lottery activities with such a big purpose.
What are the characteristics of customers when purchasing home building materials? Since home building materials are cold attention products, customers usually make several rounds of comparisons to determine the products when they purchase them. Therefore, sales personnel must patiently and carefully introduce our products to customers. Everyone's shopping behavior is impulsive, the sales staff just ignited a heat, often the customer is blown out by various cold winds as soon as they leave the store, what should I do? Use promotional activities to stimulate customers to place orders in advance, in case of night long dreams, this is the first purpose of home building door store promotion. Since the customer does not understand the home building materials, it takes a lot of time to stay in the store, and how to extend the time the customer stays in the store becomes the second purpose of the promotion. In addition to taking into account the customer's time issues, but also consider the customer's money problem, that is how to make customers buy more, buy more expensive, this is the third purpose. The fourth purpose is how to encourage customers to become your brand volunteers and willing to help you bring people.
Promotional purpose one: stimulating customers to place orders in advance, buy gifts and lottery are the three main forms of store promotion. Many event planners focus on the innovation of activity content and form, but ignore the purpose of promotion. what exactly is it? Stimulating customers to place orders in advance, there are two ways of stimulation, one is positive incentives and the other is negative stimulation. Among the many promotions, I personally prefer the deposit upgrade activity and installation fee refund.
Deposit upgrade: It is a positive stimulus, and you will get more if you buy in advance. When the customer has not yet reached the purchase time, the deposit can be paid in advance to the merchant. If the merchant's product is finally purchased, the deposit can be upgraded according to the purchase amount. For example, if the total amount is 3,000 yuan, the deposit can be used for 500 yuan. If the total amount is 5,000 yuan, the deposit can be used for 1,000 yuan. Of course, in addition to the deposit upgrade, the preferential conditions for attracting customers to pay the deposit in advance, if there is no choice of merchant deposit, can be unconditionally refunded. Many building ceramics merchants have already used the deposit upgrade activity, and the discount is being upgraded. If you pay a deposit of 200 yuan, you can also receive a gift worth 200 yuan on the spot, and no matter whether you will buy it or not, you don’t need a gift. return.
Cost refund: It is a negative incentive promotion, if you don't buy it in advance, you will lose a lot. When the customer enters the store, the customer will be issued a cash passbook. This cash passbook contains a certain amount of decoration and installation cash. For example, the decoration cash is 500 yuan, from January 1, 2012 to June 30, 2012. The use of the effective, this 500 yuan install cash to implement the daily return policy, then the date you receive the cash card is the date the passbook is effective, the later the date of receipt, the less cash you can enjoy.
Promotional purpose 2: Extend the customer's stay time. Are there any promotions that can attract customers to stay in the store for a longer period of time? It seems that few stores are doing this through promotional activities. We are more likely to extend the customer's stay time through the store's product display, store atmosphere and shopping guide service. If a promotion is used to attract customers to stay in the store, then such promotions are mostly activities of the game experience and product experience. In the past two years, there has been an angry bird, crazy in the chain store. This bird from online games has been captured by many event planners. The real person plays the bird. After the customer buys or consumes, Using the slingshot in the hand to shoot the bird, how many people care about whether to get the grand prize at this time? Looking at the two birds jumping and squatting, they laughed at the onlookers, and few people were willing to leave.
In order to extend the time of the customer's stay in the store, you can add some experiential promotions to the customer in the store. Of course, such promotions must be related to product sales. In the past few years, we especially liked to use scratch cards when doing promotional activities, because such promotions can stimulate the interest of customers, but then we found that scratch card is such a thing, only the lottery customers feel the deepest, others seem They are indifferent. Why not let the lottery process be announced to everyone, so that everyone can see the results of the lottery like watching a horse? Simply do not play scratch card, change to a large turntable, when a customer is turning the big turntable, you will find that many customers are onlookers, from time to time screaming laughter and sigh, many people are gearing up With the urge to eagerly try, the promotion is the result.
Promotional purpose three: stimulating customers to raise budgets Many people are accusing the sequela of sales promotion, saying that promotion is a double-edged sword, which will often cause a big blow to the brand while increasing sales in the short term. This kind of argument is not unreasonable, especially when the promotion means is single. Everyone is killing the price war. Whoever has a lower price can win a group of people. I want to say that customers who rely on promotion are never your loyal customers. Therefore, the unsuccessful promotion is often due to the fact that the event planners have chosen the price promotion form too much, but have not been able to carry out in-depth analysis on the purpose of promotion. There is also a promotional purpose while stimulating customers to purchase, is to stimulate customers to increase the purchase budget? From the perspective of improving store performance, there are two ways to increase customer purchase budget: let customers buy more and make customers buy more expensive. Promotions also need to think in both directions.
Let customers buy more, that is, when planning the promotion, the customer must buy the product does not have to give the maximum profit margin, but the profit margin of the related product must be large enough, for example, if the customer buys the lamp If you do, you can give a large discount on the light source products; if you want to do brand alliance, then the profit margin of the front-end products is not the biggest, and the greater the profit margin to the back end, the only way to ensure customers in the alliance. The more you buy in this portfolio, the more you don't want to go to other brands later, because the more you move back, the more active you are.
To make customers buy more expensive is to say how to guide customers to buy high-end products or high-priced products. You will find that most of the customers who buy for the promotion want to buy cheap, but even those low-cost consumers know the price of one point. Buying home building products is different from buying clothes. Regret, once the home building materials have been bought, there is no way to regret it. Therefore, guiding customers to do high-end product experience is a way to promote high-price sales to customers, such as free use of high-end products, installment payment and purchase of high-end products to send related products, and send value-added services are good methods.
Promotional purpose 4: Encourage customers to bring people to the store. This kind of promotion is what we usually say about group buying activities. But there is a very big problem in group buying. Is the number of people must reach a certain amount to carry out? When I was renovating, I didn't have time to wait for so many people to buy it together, and our home decoration was very urgent, and the master waited for the materials to enter the market. What should I do? Why can't our home building materials industry make a purchase like a movie theater, and the promotion of two people? To put it simply, a customer comes to the store to buy a product. As long as he can pull in a customer, they can enjoy a half price discount. Don't underestimate the fact that a customer brings a customer in, so if they are linked together, the consumption potential is still very large. What I said is that when the customer is hesitant before they buy it, we can encourage him to pull people to buy it. We can no longer call the group to buy it. We can call this name the neighborhood price. The second customer customer brings people to the store for promotional activities, which are aimed at old customers. Many stores do not have clear old customer promotions. Usually, old customers bring people. Everyone sends a gift to express their wishes. This method is impossible. Promotions for old customers can send points or send services, give gifts, but there must be clear rules of activity.