Business Knowledge: Exclusive Store Marketing

There are more and more shops on the streets. They sell socks, sell fire goods, sell sesame cakes, sell combs. There are almost all stores that are related to our lives, which indicate that the store is an effective channel to meet the needs of modern society. Franchised stores only have so fast development speed, from the consumer's point of view, because she meets the needs of consumers for professional services; from the manufacturer's point of view, she adapts to the needs of factory control costs close to consumers.

In all kinds of product stores, the marketing ideas and characteristics of health food stores can be better. Especially in the health care industry, such as serious credit crisis, high transmission costs, poor access control and high professional requirements, franchised stores have become an effective way for many health care products companies to break through quickly. There are excellent Olympic brands such as rare Austria, green A, midrib and so on. In recent two years, specialized channel brands such as green century have also appeared.

　　 Exclusive shop The survival and profit mainly rely on two pillars: one is product, the other is service. Two. Product is form, service is soul. However, like all industries, the importance, effort and degree of implementation of this product is far greater than that of service. In the era of product homogenization and personalized demand, the impact of service on the survival and profitability of a health care product store will play a decisive role.

Prefetch, first of all.

Products sold in exclusive stores are more professional and reliable than those sold in other channels. Franchised stores can convey and express the image and strength of enterprises. Shop as a shop. brand The same way, through all aspects of the details, create a professional store, the image of integrity. In addition to the excellent products, we must work hard on the service, and we can make services to support the products approaching the platform and media of consumers. If the related services are added to consumers as a product, they will give consumers a sense of premium. With the feeling of premium, consumers will not accept and love your brand in their hearts. We can see some health care products shop selling free activities, new products trial, free gifts and other activities. The purpose of their activities is to capture the hearts of consumers through these petty favors, so that you can feel good about them in the first place. There is a popular saying in China: "eat your mouth soft and take your hands short". With these unpaid days, when consumers are in need, the first thing they think of is you, because in their hearts, you are closer to them. This is also an important reason for the achievement of experience marketing in these years.

A step closer to service

Most of the services are on the lips, few in the mind. Unless your product has the temptation to keep it low, you must put your service on your mouth and put it on your legs, because this is the most effective, economical and practical weapon you can win. It can even make up for some minor flaws in your product. Why do we buy appliances like Haier? It's not Haier's home appliances that make the best quality in the world, but Haier's service is world class. The author has served Zhang Guang 101 for a long time, and Zhang Guang 101 has been developing steadily and rapidly under the eyes of the world's daily chemical alligators and many domestic brothers. In the wake of many similar brands, it has entered more than 60 countries and regions of the world, and more than two thousand stores have been opened in the world. It has grown into a national brand with a history of more than thirty years and is very popular among consumers. Apart from its excellent product quality, close store stores and further professional services are an important reason for the victory of Zhang Guang 101.

　　 service Deeper level

If you can make the consumer approve and love your store, you need to work hard on the details of the service. Our stores may not be far away from consumers, but they are as old as they are. Nowadays, there are very few people who are busy with each other in urban neighborhoods. We must take the initiative to get out of the shops and get close to them. We must do a good job of communicating with them in the effective coverage of the franchised stores, and enter their minds through professional services, so that they can take root, blossom and result in the community. For example, the health food stores can take the initiative to go out to publicize through the community, school and business super platform, and combine their own services with the needs of the community and schools. With the spirit of dropping water and wearing stones, they can sincerely and voluntarily do some public and semi public promotional activities to meet their needs, and establish a professional, caring and trustworthy store image in their minds through activities. For example, we should carry out lectures on strong seasonal health care and disease prevention, and carry out mass interactive activities such as healthy families, healthy habits, angels, healthy birthday judges, and special publicity activities aimed at specific needs of specific target consumers.

For target consumers, we need to carry out targeted publicity activities for them. We maintain continuous and in-depth communication with them through SMS, EMAIL, community bulletin boards, DM direct investment, free medical examination, personalized service packages, etc., and through these activities and dynamically and dynamically grasp the cognition and attitude of consumption to the franchised stores, grasp their needs change trend, adjust the service measures according to these changes, improve the effectiveness and pertinence of services, and make the stores and consumers more closely and effectively through services.

In the service process, identify the target consumers in the community, integrate into the current effective customer service management methods such as integral system, membership system, database and so on, establish personal health management files for them, make them become health service stewards around them, provide them with targeted, effective and feasible personalized service programs, accumulate a group of loyal customers through personalized service precipitation, and a proprietary store can precipitate hundreds of loyal customers, and their viability and profitability can be guaranteed.