How to make a monitor that sells well? ( 1)

There are countless goods in the store, and the question we face is: Has the intention of commodity planning really been conveyed to consumers? And consumers themselves will hesitate when choosing goods. If you want to sell well, you must first do it well. The book Selling Well is about how to place goods, what benefits it can bring, and to what extent it can increase the sales of goods. The author Yukio Takashima has been engaged in comprehensive consultation on business guidance and promotion since 197 1. The basis of marketing is AIDMA (Edma) rule or AIDCA rule, so how to apply this rule to the actual store marketing? The book gives a detailed explanation. By comparing the illustrations of "best-selling display" and "slow-selling display", it explains the skills of store head marketing. 80% customers will decide what to buy in the store. The results of various shopping questionnaires show that nearly 80% customers will decide what kind of goods to buy in the store. Some goods are even bought in stores as high as 95%. Generally speaking, most customers will decide what they need to buy in the store. For example, in food, most customers will decide the menu for dinner only when they see the actual goods in the store. Even for high-priced goods such as durable consumer goods, although customers may have decided on some candidate goods before coming to the store, most people will eventually decide which goods from which manufacturer in the store to buy. Therefore, the store is the decisive battle place for customers to decide whether to buy their own goods. However, can stores make consumers aware of the characteristics of goods? Some people think that "the smell of wine is not afraid of the depth of the alley. As long as the quality of the goods is good, people will naturally buy it." It is true that good products will naturally be bought by customers. However, if we pay more attention to the display of goods, we can get greater sales promotion. Or, instead of relying on the goods themselves, it is better to sell the goods better only by some tips displayed in the store, isn't it? Chart 1: the importance of in-store marketing. Customers who patronize this store have obvious purchasing motives, that is, "potential customers with strong purchasing desire". Therefore, as long as some tips are properly used in the store, sales will naturally increase by leaps and bounds. However, if the display is not suitable, it will lose the potential customers who have worked so hard to come to the store, and may even lead to all the marketing efforts being wasted. So, what are the best-selling skills of the goods in the store? Please refer to Chart 2, the structure of in-store marketing. Chart 2: The structure of in-store marketing can effectively increase sales by targeting potential customers who come to the store. What's the difference between in-store promotion and other publicity media? For example, TV advertisements, magazine advertisements, news advertisements and so on can also bring good advertising effects. But these advertisements are aimed at a wide range of people, not a specific group. On the other hand, in-store publicity is aimed at "potential customers who have a strong desire to buy". They have already visited the store and stood in front of the goods in person. Therefore, compared with the non-specific public, its response rate is dozens of times higher. Even if media advertisements can bring people the desire to buy goods, people can't buy them immediately on the spot. People in shops can buy whatever they want. In other words, from the seller's point of view, in-store publicity is a kind of publicity media directly linked to sales. In addition, the cost of in-store publicity is much lower than that of advertising media. Even if you don't set up promotional tools in the store, as long as you put more effort into the display of goods, sales can also grow by leaps and bounds. Therefore, store head marketing is naturally very important for large manufacturers, and it is also a method worth trying for small and medium-sized manufacturers, which will bring good results. Applying AIDMA Law to Store Display Let's take a look at the classic AIDMA Law in marketing. Please refer to Figure 3. This chart reveals the six stages of customers' purchasing psychology and reflects the psychological changes of customers before they actually buy goods. Chart 3: Six stages of purchasing psychology and their display 1. Only when attention can attract customers can goods be sold. For example, if 10,000 pedestrians or vehicles pass by the store every day, if the store publicity can effectively attract people's attention, the effect is equivalent to sending 10,000 advertisements every day. 2. Interest Through certain skills, it is very important to remind customers of a good product image through display and POP advertising, even without consulting sales staff. 3. Desire promotes customers' desire to buy, and it is quite effective for customers to experience the goods themselves. How to convey the characteristics of goods to customers intuitively and easily and arouse their "desire to buy"? 4. Be sure that sometimes the customer can confirm the purchase through the above three steps. In order to let customers have no worries when buying, it is also very important to show the credit and added value of goods. 5. Memory Sometimes even if customers have a desire to buy a certain commodity, they will not buy it immediately on the spot. For example, some people will want to "come back when they get the bonus ..." and so on. We need to make such customers leave a deep memory of the goods in their minds and let them come again. 6. Action This is the stage when customers decide to buy goods, but it should not be taken lightly. For example, if goods are out of stock, customers' enthusiasm for buying will naturally decrease suddenly. Sometimes customers have a strong desire to buy, but sales can't be improved. The novel display that is not bound by common sense attracts people's attention, and the unprecedented new display method can sometimes exert amazing effects, which can not only facilitate customers to buy and attract customers' attention, but also set off a craze for a certain commodity. Throughout the ages, there are countless such examples. Nowadays, self-service sales are not uncommon, but when it was first used in the United States in the 1930s, it was once hailed as an epoch-making brand-new sales method. The premise of realizing this sales method is to package the goods before displaying them. Fresh food is processed in the store, packaged and displayed in an open refrigerator. Fresh food processed in the store is convenient for customers to buy, so fresh food has become one of the main commodities in the supermarket. Chart 3: Novel display methods to create focus goods Novel display focus goods Pre-packaged fresh food Fresh food has become the main commodity in supermarkets. With the display, the academic spirit set off a craze from hairstyles to shoes. The custom of stacking and displaying Christmas cakes in shops has gradually formed, which makes the model put on pantyhose and show it to people quickly. Jeans are displayed on boxes and shelves, and denim shops have appeared. It also triggered a cowboy craze, and samples of waterproof watches were displayed in the sink. Waterproof watches became popular rapidly, and the image of a shoe store with sneakers on its side was completely new, which triggered a sports shoe craze. Small printers are displayed together with New Year cards, and small printers have become a hot commodity. Shirts of different colors are displayed in stripes according to colors, and colored shirts are popular among the audience of white shirts. Shops in the form of specialty stores, design brands and well-known brands have set off an upsurge of building underground shopping malls, delicatessens and popular restaurants. There are countless examples of these focus goods and focus displays. We may be used to it now, but when it first became popular, it was all in an epoch-making way. This is how focus goods are created. Give another concrete example. This is the socks displayed by a sock manufacturer. Earlier, the display methods used by manufacturers were popular shelf display and hook display, which gave people the impression of volume display and could not bring customers a sense of fashion. In addition, the display is easily destroyed and the product image will be greatly reduced. Chart 4: The novel display is eye-catching. Therefore, we try to break the common sense of the past and boldly put socks in rattan baskets to give customers a fashionable and trendy feeling. Moreover, putting socks in the basket itself is an irregular display, and there is no need to rearrange the goods. Of course, this kind of loading display is also "irregular planning", that is to say, it is necessary to stipulate that only one type of single item can be placed in a basket. If a basket displays a variety of goods, it will be difficult for customers to choose. This is just a simple example. We can see that different display methods can bring a brand-new product image to customers. Therefore, please don't stick to the previous display methods, and boldly consider new ways! Did you really let customers know the characteristics of the goods? Do we really let the customers who come to the store know the characteristics of the goods? I'm afraid many goods can't be understood by customers because there are no instructions in the store, so customers can't be interested in them, which leads to unsalable goods. Especially functional goods, it is difficult to increase sales only by putting them on the shelves. For example, a kind of sports shoes made of a new material with good air permeability is characterized by being able to absorb heat when wearing, giving people a "cool feeling". Therefore, stores provide a "product experience" and strive to promote new products. "Product Experience" provides two sets of products at the same time, one is sports shoes made of ordinary materials, and the other is sports shoes made of new materials, so that customers can easily experience the "coolness" brought by new materials. Chart 5: Commodities need to be explained in more detail. For example, a men's clothing brand sells a suit that is not easy to wrinkle. In order to let customers personally experience the characteristics that suits are not easy to wrinkle, they also choose to provide "product experience" for the store, so that customers can personally rub the cloth and experience its characteristics of not easy to wrinkle. In addition, the price tag can be used more flexibly. Some goods are hung with big price tags, but they are not effectively used. For example, the price tag on the golf club bag only prints the product name and price. If the product function is printed on the back, interested customers should also increase. "Best-selling products" arouse customers' interest. Popular goods can arouse customers' interest, so you can consider showing the popularity of goods in the store. One way is to show samples of best-selling charts. Chart 6: Show the best-selling list and create a popular atmosphere. Please see Chart 6, which is a best-selling list displayed by a gift shop. The store displayed the first five products with three uses (ceremony gift, birthday gift and wedding gift). This is the most convenient and quick information for hesitant customers. The counter is a sample display cabinet, and the goods actually sold are displayed on other display platforms. Therefore, it is necessary to post a POP guide after the display counter arouses customers' interest, so as to link it with actual sales. You can mark "Please ask the staff for product description and counter information" on the POP. It should be noted that although the best-selling list is displayed with samples, if customers can't find out where the goods are displayed, they still can't increase sales. In addition, if the reasons for the popularity of the product are indicated on POP, the effect will be better. So while showing the samples, we need to work harder on POP.