First of all, we literally understand the meaning of AIDA mode:
"A" indicates concern, that is, attracting attention;
"I" is interest, that is, to induce interest;
"D" is desire, that is, to stimulate desire;
"A" is action, that is, promoting purchase.
According to the famous AIDA model, the specialty stores of sugar-free food and diabetic food in Kang Yin attract attention, stimulate interest, stimulate desire and promote purchase. First of all, they should attract or divert the attention of diabetic patients to the main series of products in Kang Yin. Since it is a Kang Yin store, it is necessary to make diabetics interested in all the products independently owned by Kang Yin, so that their desire to buy will follow, thus prompting them to make a purchase decision, reach a deal, and finally realize the recognition of Kang Yin brand. The four stages of AIDA model can be completed in a specialty store, which is a terminal sales method of Kang Yin products. Of course, Kang Yin also advocates establishing cooperative relations with other diabetes service institutions, hospitals, pharmacies and clinics. Let's skip these sales methods in this article.
Specialty stores are the main positions that can generate direct sales power. So, how to make Kang Yin's products more attractive in the whole shopping mall? How to make Kang Yin's products attract patients' attention in stores? This requires a good use of display and auxiliary sales tools. Of course, product display is not a simple display, and the quality of product display directly affects the final sales of products. From the patient's point of view, the basic premise is to facilitate customers to contact and see in the door.
First, the clever use of classified display
Clever use of classified display, that is, appropriate regional display according to the attributes of goods. Specifically, it can be displayed in different areas according to the type of products. For example, set up a series of foot protection counters to display: Kang Yin diabetic shoes, memory sponge insoles, anti-crack silicone socks, antibacterial fiber socks, Kang Yin foot protection oil and other related products; Such as seaweed fiber rice, noodles, dietary fiber and other products. , printed in Kang Yin, was put together as a diet series; Make POP eye-catching cards with the words "recommended by the manager" and "hot sale" on the containers of Kang Yin series products in categories; Place all sales aids (such as Yi Labao, X-frame, posters, product leaflets, etc.) provided by Kang Yin Headquarters. ). In addition, if the products with more than half of the validity period can be concentrated as counters or special stacks.
Second, grasp the height and width of the display.
The height of the container specified in Kang Yin Decoration Manual is 2.4m, and the height of the display part is 90- 180 cm, which is equivalent to the height from the customer's chest to his eyes. This is the best place to display sugar-free food on the display shelf, and at the bottom is a storage cabinet for making a small amount of inventory. Usually the customer's line of sight moves from top to bottom, so the height of sugar-free food on the display shelf needs to be arranged reasonably according to the law of customer's line of sight. The depth of the container specified in Kang Yin Decoration Manual is 40 cm, which is slightly higher than the display plane at the outer edge to prevent the product from slipping off the container.
Three, sugar-free food display rules
According to the packaging shape, color, price, seasonality or popularity of the product itself, the display methods suitable for customers to choose and visit are also different. Generally, it can be divided into four types:
1, small goods come first, big goods come last, so as to avoid big goods covering small goods;
2, dark goods in front, light goods in the back, so as to avoid light goods over dark goods;
3. The lower-priced goods are in the front and the higher-priced goods are in the back, giving customers a comparative impression of "cheap and good quality";
4. Seasonal commodities (such as sugar-free drinks and sugar-free moon cakes) or circulating commodities (such as alpha biscuits and slimming cakes) are ranked first, and ordinary commodities are ranked last, giving consumers a different hint. This is a well-known brand or the best-selling product in the sugar-free market to attract patients to buy.
Fourth, inform the special products.
Each product has a corresponding price, which is the minimum display requirement (please refer to the price tag provided by Kang Yin). When a product is "discounted" at a certain time, be sure to mark "Special Price" and put the original price next to it (for the price marking, we will explain in detail how to set the special price for members during the training process). The purpose of this is to attract customers to compare, "I don't know, I'm surprised." The original products on sale are so cheap, which can effectively arouse customers' desire to buy and make customers feel that they are very cheap. This is often overlooked when some franchise stores in Kang Yin offer "special discounts" to some major products. Actually, this is also very important. When we only use art or other beautiful fonts to mark the words "special price" in the position of the main product, we ignore the original price. As a result, many patients don't know the original price of the main products, and they can't feel the real special price, which leads to a great discount on the promotion effect of special products.
Fifth, create a lighting atmosphere.
All franchisees who have been to direct stores in Kang Yin should clearly see that the lighting of our direct stores has always maintained a certain brightness, and the lighting of diabetic food stores should be able to let diabetic patients who come to shop see the products clearly, so as not to make the whole store environment dark to save electricity and affect customers' shopping mood. Furthermore, some goods can also create a special atmosphere with the help of lighting, highlighting the uniqueness of the goods themselves, thus mobilizing customers' shopping desires. Lighting is not only to make the whole store look bright, so that customers can see the products clearly; But also can effectively highlight products, display products, and let customers focus on the main products. Especially in the counter of diabetic shoes (we see that many shoe stores have special lighting on the shoes they sell, which can make customers feel that these shoes are more beautiful and attractive. This kind of special light is very different from the feeling under natural light, which can make the shoes they sell more attractive in certain circumstances.
The product display of sugar-free food specialty stores needs to stand from the customer's point of view, so that customers can easily contact and see it. We will explain it in more detail in the relevant training process.