building a strong store manager

how to do a good job in the management of "people, money, goods and information" in "brand" specialty stores

Among many management elements of stores, the management of people is the first key.

□ Training of shopping guides and public relations work with relevant units and personnel of specialty stores.

1) to cultivate the psychological and compulsory quality of the shopping guide.

A to cultivate the psychological quality of shopping guides:

a, the significance of shopping guides to their work purpose is consistent with the prosperity of specialty stores. Therefore, it is necessary to make the shopping guide be able to meet the urgent needs of the operators and always be consistent with the operators.

b, the job responsibility of the shopping guide should be to serve the interests of customers sincerely. The business purpose of specialty stores and the realization of the benefits of shopping guides are closely related to customers. Therefore, we should always adhere to the business purpose of "customer first, service first" in the specialty store.

c, promote the shopping guide to serve customers faithfully and wholeheartedly, and establish their confidence in the sales position.

B Cultivation of business quality:

Cultivate the ability of shopping guides to properly handle interpersonal relationships with store managers, colleagues and customers, and recommend products for business explanation.

a, often take the initiative to communicate with the shopping guides, and cultivate their mentality of obeying the arrangement and taking care of the overall situation.

b, cultivate shopping guides to care for and care for each other among colleagues, and have the spirit of unity and cooperation.

c, train shopping guides to treat customers correctly, and constantly improve their shopping guide ability and service skills.

d, the content of training for shop assistants shall be carried out according to the training courses of shop assistants and other relevant materials.

e, care in life:

At work, we often encounter shopping guides who are upset, listless, unhappy or angry when they take up their posts. This phenomenon is caused by family disputes, quarrels between husband and wife (lovers) or excessive hilarity with colleagues at night, insomnia and lack of sleep, financial difficulties and many other reasons. As a store manager, we should give timely care, understand the situation, and help them to relieve their worries and worries in time, so that they can maintain an optimistic, positive and happy psychological state when they take up their posts.

2) Operators (store managers) should properly handle the relationship with the marketing department of the company. Specialty stores are the circulation channels of clothing products, and the marketing department and customers seem to be the source and tail of specialty stores, which are indispensable.

a. don't make excessive demands on the marketing department of the company. Such as: beyond the franchise agreement, credit for the amount of goods returned, asking for gifts, promotional expenses, etc.

B, timely settlement of payment. Credit will affect the reputation and image of the store, and the store manager should raise funds in time to keep cash purchases.

C, actively cooperate with the marketing department, and share all kinds of expenses that are beneficial to operating efficiency and promotion. Such as the sharing of computer installation fees, promotional gifts, advertisements, commodity discounts, etc.

3) Operators (store managers) should coordinate the relationship with customers:

A. When there is a dispute between the shopping guide and the customer, the store manager should stand on the customer's side. The store manager should try his best to think of customers everywhere, and try his best to make customers spend money and buy satisfactory goods. If the clothes purchased by customers are defective, they should be returned. This tangible loss will be much less than the intangible loss of refusing to return goods.

B, don't argue with customers at the counter. When a shopping guide quarrels with a customer, he should not help, let alone be indifferent. He should take the customer to a secluded place and patiently persuade and explain, so that the customer can calm down and avoid adverse effects on the store.

C, eliminate the hidden trouble of quarrel:

a, keep the goods in the customs, and don't let inferior goods go on the shelves. Free exchange of inferior goods.

b, eliminate the quarrel caused by too long waiting time, too slow service speed or being left out.

c, the store manager should do everything possible to construct a quick service environment and completely eliminate hidden dangers.

□ Organize the management of store commodity circulation:

1) Organize the purchase work correctly.

A, the varieties, styles, colors and specifications of the "brand" clothing franchised by the exclusive store must be purchased. The mainstream clothing should be complete, the secondary clothing should also be complete, and even the clothing outside the specifications (such as oversized and ultra-small clothing products) should be properly purchased, so as to meet the different needs of customers. Therefore, more business opportunities can be created.

B, in terms of the purchase quantity, we should master the purchase in economic batches, that is to say, we should master the basic principles of "advance by sales, advance by diligence and sell quickly, promote by sales, and store to ensure sales".

2) highlight the brand image of "brand men's wear" and plan the promotion work. In the monopoly sales management, the store manager should not only train the shopping guide to do a good job in sales service from the moment the customer enters the store, but also pay attention to highlighting the brand image of "brand" clothing, and plan the promotion of clothing products in a timely manner to expand the monopoly sales benefits.

A, highlight the brand image of "brand".

B, according to the unified design of the window, shelf display goods.

C. Plan and organize effective promotion work:

A. POP advertisements in specialty stores, that is, selling some advertisements to stimulate customers' determination to buy, are usually planned and arranged by brand clothing companies.

b, apply for membership points method: apply for membership in currency, adopt the points system and give discounts, so as to satisfy old customers, reach a tacit understanding with customers, and at the same time usher in a new customer base.

c, new product listing gift promotion: taking advantage of the seasonal change of goods, it is natural to sell at a discount, and sometimes it will satisfy the vanity psychology of customers who are usually financially strapped to buy famous brands.

d, reward guests for promotion on holidays. Use New Year's Day, Spring Festival, May Day, Mid-Autumn Festival, Seniors' Day, National Day, Christmas, Teacher's Day, Valentine's Day and other major festivals or traditional festivals to give gifts and reduce prices, which reflects the company's return or reward to consumers, which is very attractive to customers.

in a word, all kinds of effective activities engaged in by specialty stores for the purpose of creating consumers' demand or desire to buy are within the scope of promotion. Brand clothing companies will arrange the annual promotion plan reasonably every year, so the above promotion activities will also be carried out under the advice or guidance of the company, thus ensuring the consistency of brand actions.

□ Strengthen the management of goods and materials in the store:

1) For the clothing goods sold, displayed and stored in the store, it is necessary to establish a classified ledger for accounting management, so as to ensure that the accounts and materials are consistent.

2) The goods in the warehouse should still be stacked by category. Pay attention to the prevention measures such as fire prevention, moisture prevention, moth prevention, dust prevention and wrinkle prevention.

3) at least twice a year in spring and summer, before autumn and at the end of winter.

□ Carefully calculate, pay close attention to the accounting of benefit indicators, and reduce operating expenses

The ultimate goal of the shopkeeper who specializes in "brand men's wear" is to obtain rich profits and returns. Analyze the reasons for the profit and loss of the store, take corresponding measures in time to ensure the realization of business objectives, and never blindly operate. Therefore, among many indicators in the accounting of specialty stores (such as commodity purchase index, sales index, capital index, circulation expense index, etc.), it is suggested that we should first firmly grasp the accounting of total operating profit or profit rate.

The specialty store should establish and calculate the itemized ledger of operating expenses, and the operating expenses include the following items:

a. Transportation and miscellaneous expenses; B. salary; C, welfare expenses; D, packaging fee; E, commodity loss fee; F. store rental fee; G. depreciation of fixed assets; H, repair costs; I. Amortization amount of the value of low-value consumables; J, interest; K. other expenses.

□ Pay attention to the use and management of information.

A, using computer information management. The purchase, storage, sales and analysis are all carried out by computer, which is simple and convenient and avoids risks.

B, each specialty store has a "customer suggestion box" to collect customers' opinions on goods and services

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every shop assistant must keep the above service details in mind and be familiar with its operating procedures, so as to make our store more perfect and become a first-class specialty store.

Second, sales management

□ Effectively increase turnover

The daily turnover of a retail store is an extremely sensitive and most concerned issue for the industry; Through the decomposition of the following formula, I believe that everyone can have a certain understanding of the true meaning of turnover and how to use various marketing factors to improve store performance, and take effective measures on this basis.

turnover = passenger flow (store location selection) × customer entry ratio (store atmosphere )× customer transaction ratio (sales promotion skills, service attitude and hospitality skills) × average number of goods purchased (additional sales promotion )× average unit price of goods purchased (providing goods with higher added value).

from the above formula decomposition, we can know that the turnover is the multiplication effect of five factors, such as passenger flow, customer income ratio, customer transaction ratio, average number of goods purchased and average unit price of goods purchased. If we want to improve the turnover of stores, we must of course analyze these five factors, and stable and sustained marketing performance cannot be separated from effective management and control.

Passenger flow

As the amount of passenger flow can affect the performance of stores, we should first consider setting up stores in areas with frequent population flow, followed by the effective use of business promotion activities, which is also the reason for the increase in traffic volume, but the fundamental task: we should make efforts in expanding the company's stores and cultivating basic regular customers.

customer entry rate

even if the store is located in a place with frequent customer traffic, it is difficult to drive the store's performance if it lacks the charm to attract customers into the store. Therefore, it is necessary to effectively shape the characteristics of the store, such as the charm of window display, the beautification of store layout and the attraction of related promotional activities, and the diversification of store service mechanism, which can not only attract passing customers into the store, but also attract customers who come specially to increase the rate of entering the store.

customer transaction ratio

how to arouse customers' shopping motivation and action after entering the store depends on the exertion of the overall commodity power and sales power of the store. Such as the atmosphere of floor decoration, the characteristics of product composition, the display effect, the service attitude and hospitality skills of sales staff, etc., will affect the transaction ratio of customers' shopping.

The average number of goods purchased

depends on the completeness of goods collection in stores to meet the needs of customers; Furthermore, it depends on the correlation of commodity composition and the sales staff's understanding of commodities, so as to provide customers with a series of interrelated commodities. At the same time, with the in-depth knowledge of goods, sales staff can make appropriate explanations and suggestions for customers at any time, so as to promote customers' confidence and demand for goods and increase the number of goods purchased for store customers.

average unit price of purchased goods

The above-mentioned average number of purchased goods is aimed at the increase of "quantity", which is aimed at the improvement of the "value" of goods and also related to the price of the whole series of goods. Even for the same transaction, customers should strive to increase the unit price. Therefore, in the collection of goods, we must be able to provide goods with higher added value according to the needs of customers.

from the analysis of the above factors, it can be seen that the way to improve the turnover of retail stores is through the combination of site strength, commodity strength, sales strength and other factors, rather than relying solely on some efforts.

□ Analysis of daily operation profile (see Daily Report of Terminal Operation Profile)

With the increase of terminal competitive sales, the corresponding work requirements and workload have also increased. In order to alleviate the work pressure of terminal owners, a new report with various report forms and management information functions is hereby formulated, which has the functions of store sales commodity form analysis, sales format analysis, sales energy trend analysis, payment method and fund management, commodity inventory management, customer service management and so on.

1), operating revenue and expenditure management

A, category analysis: the key point is to provide all kinds of sales information, and at the same time, it can effectively reflect the average unit price and total unit price of all kinds of goods. The effective collection of this part of information will provide high participation value for the store's merchandise ordering and merchandise transfer.

net turnover = turnover-sales discount-return and exchange.

net sales ratio = all kinds of net sales ÷ total sales ×111%

number of sales pieces: according to the sales on the computer receipt, the number of sales pieces will be consistent with the sales column of inventory management, otherwise it will be an error.

proportion of sales = category sales ÷ total sales ×111%

calculation method of unit price of goods: unit price of various goods = net sales of goods ÷ sales of goods.

average unit price = total net sales ÷ total number of sales pieces

checking method: the proportion of each single category (net sales and number of sales pieces) adds up to 111%

b, discount proportion analysis: through the statistics of daily sales discount, we can clearly see the consumer groups of store customers, such as company related households, store main customers and group buying units.

discount proportion analysis: make classified statistics according to the discounts of computer receipts, and fill them in correctly and truthfully.

C, sales period analysis: it mainly reflects the customer flow, the number of transactions and the transaction amount in each period, and then calculates the customer unit price in each period, so as to facilitate the shop manpower allocation and handover period. More importantly, it can analyze the consumption habits, purchasing characteristics and consumption level of passenger flow in each period.

sales period analysis: separate the transaction amount and the number of transactions according to the business period, and then calculate the customer unit price in each period.

D, sales trend analysis: mainly based on the sales situation and average sales in the last two periods, predict the sales trend thereafter.

upward trend = (this week's sales-the sales of the same period last week) ÷ this week's sales

2), cash management

A, analysis of payment methods: mainly monitor the payment methods of daily sales of stores, and effectively predict and supervise the expected cash return of stores.

B, cash receipts and payments statistics: it can monitor the cash flow direction (expenditure and remittance) and cash balance of the store's operating funds on the first day, so as to facilitate the implementation of the responsibility of fund handover and custody.

C, cash receipts and payments transaction record: record the overpayment, overpayment, short receipt and short payment. It mainly reflects the abnormal situation of cash during the operation of the store, and at the same time ensures that the events can be truly reflected, reported and solved in time.

3), inventory management

A, commodity inventory management: it mainly reflects the daily purchase (return), sales (return) and inventory of various commodities in the store. It is convenient for shops to analyze the rationality of commodity inventory according to the sales situation, so as to take corresponding commodity management measures.

B, goods replenishment and transfer management:

according to the sales situation, report and transfer the information about goods transfer and replenishment in the store. It is conducive to tracking commodity information and ensuring the smooth work flow of the department.

if the goods are exchanged, if the styles and colors are changed, should we know the sales situation of the returned money? Whether it is not selling well, respond in time.

a, "current day's inventory" = current day's inventory+purchase-return-sales+refund.

determine the transfer-in and transfer-out number and the number of pieces by analyzing the inventory of each category on the same day and combining with the sales. If the inventory of good goods is running low, you need to apply for transfer-in; For products with large inventory but not good sales, apply for transfer out or be included in the main products.

replenishment quantity = estimated daily sales (average sales in the past period) × turnover days-cash.