In today's increasingly fierce competition in various industries, it is becoming more and more difficult to open stores and do business, and many physical stores close within half a year.
But there are also some very smart businesses who use some wonderful marketing methods to keep their business booming every day.
Let's share a few physical store marketing cases.
1. Serial marketing
There is a Chuanchuan store in Chengdu that can make more than 3 million yuan a year, and they have a very wonderful serial marketing plan.
First, the promotion advertisement is launched. The string is only 0.1 yuan per string, and each person is limited to 8 strings at a time. The excess part is purchased at the original price. Then carry out overwhelming publicity and promotion throughout the city. This is called drainage.
After customers are attracted to the store, they will launch a recharge proposition that no one can resist. As long as the recharge of the membership card is over 100 yuan, they can become a member of the store. The audience will get a 12% discount, and then give the customer a card worth 198 yuan. VIP video card for video platform. This is called Eli Locker.
Then send another 100 bottles of beer to use in divided doses, and you can drink 5 bottles for free each time, which is equivalent to activating customers' 20 recurring consumptions. This is called returning gift lockers.
Finally, give the customer 3 coupons with 50% discount, which can be used by themselves or to friends. If the friend recharges to become a member after using the coupon, then he can add 30 yuan to the customer’s membership card. As a bonus. This is called customer fission.
2. Illusion discount
When faced with discounts, customers generally have this idea: when the price of something is cheaper, the quality must have deteriorated; or the price is only increased on the basis of the original price, and the price after the discount may be the price of the product itself . So many customers are not cold about discounts.
To eliminate this kind of psychology from customers, businesses must use their brains when doing marketing activities to make customers feel that they are actually making money. In fact, to put it bluntly, customers like taking advantage, not cheap products.
Japan's Mitsukoshi Department Store has done a successful marketing campaign. The description of the event: During the event, customers can purchase products for 130 yuan for 100 yuan in the entire mall.
As soon as this event came out, it immediately attracted the attention of many customers, who poured into Mitsukoshi Department Store to shop. Sales of stores that were on the verge of closing have soared.
This is actually an illusion discount. This kind of marketing method is aimed at the customer's mentality that "cheap is not good." Using currency illusion, not only avoids the misunderstanding of discounting and processing tailed goods, but also really plays a role in promotion. Using this method in one month, Mitsukoshi Department Store's sales soared to 200 million yen!
Compared with direct discount promotions, illusion discounts are more obscure, more artistic, and more attractive to customers.
3. Cost stealing
Cost stealing has given customers a lot of benefits on the surface. In fact, the merchants did not spend a lot of cost, but it greatly stimulated the customer's desire to consume.
For example, near the end of the new year, a shoe store launched an event to buy shoes and get a New Year's calendar. As long as the purchase of 200 yuan, a beautiful desk calendar will be given. There are also vouchers worth 240 yuan in the calendar book, which can be used in installments. , You can use 20 yuan per month, and the 8th of each month will be marked, because the 8th is the store’s membership day.
In this way, when customers look at the desk calendar, they will think of this store, especially on the 8th, they will notice that the store’s membership day has arrived, and they can enjoy membership discounts, and the 20 yuan voucher for that month has not been used. In this way, you can greatly increase the repeat purchase rate of regular customers.
4. Tiered price
This method has actually been used for a long time. Although it has been around for a long time, it is still very useful. This marketing method is also called automatic time-sharing price reduction. For example, "10% off sales on the first day of the event; 25% off sales on the second day; 50% off sales on the third day; 20% off sales on the fourth day". Generally speaking, customers are waiting on the first day to accumulate popularity; on the second day, a small transaction; on the third day, a big sale; on the fourth day, the discount is lower, but the merchandise has been sold out.
The owner of an electrical appliance store used this method for marketing activities, and sales volume increased 10 times. He launched a batch of small appliances with a cost price of 100 yuan and a list price of about 300 yuan for activities. They will sell for 300 yuan at 6 pm, 240 yuan at 7 pm, and 180 yuan at 8 pm. If they are not sold out at 9 pm, they will be all 100. Yuan clearance processing.
Finally, no one came to buy it at 6 o'clock, but during this time period, many customers who wanted to buy had already gathered, and they were all waiting for the time. By 7 o'clock, a small group of people will place an order directly when they are impatient. Wait until 8 o'clock, during this period of time, it will be a big sale, because the customers present see that there are fewer and fewer goods that can be bought, and if they don’t buy it again, they may not even be able to enjoy a little discount. Of course, some people think about buying at 9 o'clock, but at 9 o'clock, they find that everything is sold out.
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