traditional physical stores usually wait for customers to come to their homes. The physical store uses the natural traffic of the store to reach a deal. With the development of e-commerce model, this passive sales model is becoming more and more difficult to maintain. Coupled with the impact of the epidemic in the past two years, the income of ordinary people has decreased, consumption has shrunk very obviously, many physical stores are difficult to maintain, and a large number of stores have closed.

it's hard to say whether the existing customers can support the persistent stores. In this bleak reality, in order to survive, physical stores must change this passive transaction mode, actively change the way, actively use the advantages of the network and vigorously promote active marketing. Imagine that the e-commerce has opened the store to the consumer's mobile phone. Your physical store is still waiting for the customer to come to the door, and you still want good business. How is it possible?

generally speaking, the natural flow of physical stores can only cover the range of 1 km, and the coverage is not large. Coupled with the squeeze of e-commerce, the offline passenger flow is even less. Once the natural flow can't support the cost of opening a store, the store will fall into a loss, and the final result will be bankruptcy. The traditional push-to-push mode, which is inefficient and costly, has been eliminated.

the process of receiving orders and selling in physical stores is also the process of realizing profits from the products of merchants through transactions. In this process, the quality of each link also affects the final result.

1. whether the design of the door head can accurately express the category of goods or services of the store. This aspect should be said to be the most basic requirement, and many businesses still have to make such low-level mistakes. For example. At the restaurant, the door reads "braised chicken rice". When consumers look at it, they will know what your shop is for. If they want to eat braised chicken rice, they will naturally enter the store. Does this achieve accurate drainage? If you write a Lv Dongbin on the door, how will consumers know what you do? Explain it to every consumer. Do you want the cost? Therefore, the door of the store must let consumers understand what business your store is doing.

2. Can the display of products enable consumers to quickly lock the products they need? This aspect is also a science. The basic principle is: make good use of the exhibition space as much as possible, and display all the products for consumers to choose easily. There should also be some tips. Try to put the best-selling but low-profit products in the bottom so that consumers can see them, but when you get them, you must go through the high-profit product area. Put the products you want consumers to buy in the place where consumers can easily get them. In this regard, putting some thought into it can help you bring extra profits invisibly.

3. Can communication make consumers feel at home? Compared with e-commerce, the biggest advantage of physical stores is that they can communicate face to face with consumers. Shops must make good use of this advantage. When consumers enter the store, they smile and say hello, hello, please, and thank you. These polite expressions do not cost money, but also bring people closer and facilitate transactions. Why not use them every day? Unfortunately, many businesses don't understand this truth. When customers enter the store, they love to ignore them, even staring at them like thieves, for fear that others will steal things, which really makes people speechless. I don't want to go to this shop again unless I have to.

4. operate with integrity. All products or services should be listed, preferably with pictures, indicating the name, specifications and unit price, so that consumers can buy with confidence. This one, some businesses can't do it. Always thinking about taking advantage of consumers' ignorance, it is a pit. Don't you know, the consequence of dishonest management is that word of mouth is getting worse, and it won't be long before consumers spit on it, and the outcome is only bankruptcy.

5. treat consumers as friends and use professional knowledge to solve difficulties for consumers. Consumers come into the store not because you are beautiful or handsome, but because they want to solve their own problems. As a store owner, we should make use of our professional knowledge to reasonably recommend suitable products to consumers, instead of treating consumers as Kai Zi and selling some products with inflated prices for our own profits. To tell you the truth, I am very disgusted with the store's promotion of products or members. When I meet such a store, I usually stay away from it.

6. Can the membership system bring tangible benefits to consumers? Nowadays, the membership system is popular, and stores always ask consumers to apply for cards. Consumers are basically immune to this membership system, and even more wary of those members who need to be recharged. Promoting membership system, if the design is not good, the effect is likely to be counterproductive. The membership system I approve is like this. There is no discount for the first time to buy products, but customers can become members by simply registering, and they can enjoy the membership price as long as they spend in the store in the future. There is no need to apply for a card or recharge it, which not only gives consumers benefits, but also makes consumers willing to spend in the store for a long time.

7. Can you maintain a good interactive relationship with customers and bring long-term satisfaction to customers? It is best for a physical store to build an old customer group, interact with customers in the group, listen to customers' opinions, continuously improve product performance and service level, and enhance competitiveness.

the above items are the links that need to be done well in the process of receiving orders and selling in traditional physical stores.

with the rise of e-commerce, the future order-taking and sales model of physical stores cannot be separated from the internet. Merchants can achieve product transactions through online drainage into the store and private domain group operation.

the specific methods will be discussed in later articles.

The next article is: Beating E-commerce Series 17: After-sales of physical stores.

Welcome friends to discuss, supplement and forward.

thank you!