A number of Japanese retail bosses summarized: 60 small secrets of physical store operation (6)

54. Please consider the unique market positioning strategy of your store.
For my store, I hope to know exactly what the core competitive advantage of my store is. Compared with competitors, the part of the market where you have an advantage can be divided and made independent.
Products that are not available elsewhere, special relationships with customers, distribution, company and specific period, customer data information, store location selection, special merchandise purchase channels, etc., I hope to accurately recognize the competitive advantage of my store. Then give full play to it and launch individual sales based on its own competitive advantages.
55. Ask merchants to concentrate on sales.
Whether home appliances or other products are good, don’t people think they are like fresh food? New products will soon become obsolete and unsellable. Because the new products are easy to sell, they move the old products into the stocking area and move them into the warehouse soon. Is that how you handle it?
If fresh food is moved into the warehouse, it will rot soon. We should find ways to sell them out. Returning to the warehouse and then returning it to the factory is not what the retail industry should do.
56. Do you consider your own store as a "
business type store" and consider what kind of products it sells, and "business type store" how to sell products. Today the needs of sellers affect how we sell goods. As long as it is a TV set, all models are complete;
as long as it is a stereo, some shop assistants can answer any questions; some shop assistants are very knowledgeable about assembling computers; it is very important for the store to have such store building ideas and store features. .
If the idea of ​​"how to sell" is not clear, this store cannot become a professional home appliance store, no! Nor can it become a professional store.
Regarding customer complaints
57, I hope to keep a record of customer complaints and listen carefully. Don't simply transfer the problem to the manufacturer to avoid your responsibility.
Sometimes the attitude of retail owners becomes a problem. Correspondence is possible in accordance with the regulations or operating instructions, but customers often have a sense of being a victim.
Customers can’t be divided into wordy customers and amiable customers. Customers can fully exchange information. Merchants should be treated equally. Differentiating treatment for different regions will lead to loss of credit.
58. When the merchant responds to the customer, even if the customer says something unhappy, I hope not to forget the smiling face.
A couple of friends want to buy a computer. The store manager accepted, but the couple took out the leaflet of the rival store and asked if the store manager could lower the price even higher. For a product of 350,000 yen, the price indicated on that leaflet is about 10,000 yen cheaper.
At that time, the store manager didn't smile at all, with an unhappy expression on his face, he said, "It can't be cheap," so he left the seat. The friend was also speechless, "How could it be like this".
59. Tracking the services of existing customers A
friend bought a printer, but because there is no tracking service, he said, "Go to other stores to buy the second printer."
"We won't have no tracking service here." Last time I heard the clerk say that, my friend bought it back, but the printer has been bought for about a year, such as "How is your toner going?" Is it enough?" There are no such tracking services in turn, so my friends feel dissatisfied.
Now is the era of one-to-one marketing. Please consider how we can do a good job tracking service for existing customers.
60. Please also be concerned about intangible commodities.
Maintenance services, education services, etc. are all intangible. International collection services are leasing services. International calling card service is a service that sells phone numbers. For products other than tangible products, please also provide customers with some suggestions.
For more details, learn about "Looking off the Demon Class"