First of all, the shiny storefront image.
Shopkeepers must remember that the image of the store can be sold. For cosmetics marketing, the store image is the product value. In 2008, a professional conducted a field survey in 25 towns and villages in northern Henan Province, and found that the image of cosmetic stores in towns and villages was 50% poor, 40% average and 10% good. The so-called poor, refers to the store inside and outside the environment without ceiling, floor or wall decoration, unified counter image or outdated counter and product display image, poor store tactics. Generally speaking, the floors and walls of shops are basically simple decoration, with a relatively unified counter image, although it may be outdated or very old.
The problems existing in many stores are mainly in three aspects:
1, lack of eye-catching signs:
A big yellow m, customers can know it is McDonald's from a distance; A rotating three-color light box, which customers know is a barber shop. Then, many shopkeepers don't pay much attention to the role of signboards. In the above picture, customers will not know that this is a cosmetics store unless they look carefully. How many customers walking up and down the road will see from the rows of signs that this is a cosmetics store?
2, mixed dark light:
Customers have phototaxis like moths, and are willing to go to bright and clean shops, especially cosmetics shops, which attract female customers who love beauty. Just like the shop in the picture above, the lights are dim, the owner saves electricity, but many customers are lost.
3, messy display
Second, attract customers with commodities.
The owner of the clothing store will decorate the window clean and bright, put the latest clothes of this season in the window, and tell the passing customers: We have the latest clothes in the store, come in and have a look. The owner of the restaurant will arrange the first customer who comes in for dinner in a window seat, suggesting that the passing customers: the food in our store is delicious. Look at so many people in the shop. Come and have a taste.
Cosmetic store owners should also learn marketing skills from them: attract customers into the store with goods.
Shops can also display new products, brand-name products and products with high purchase frequency in conspicuous places at the door, and sell them at slightly lower prices to attract customers interested in new products, brand-name products and local popular products to the store.
On my way to work, I passed a cosmetics store and saw a table in front of the store with several cosmetics on it. POP was 60% off. This is to put the promotional products in a conspicuous place in the store to attract customers interested in promotional products. Shopkeepers can set up temporary counters and put some special products on sale at the door.
Third, use promotions to attract customers into the store.
1. Render promotional information.
Introduce in-store promotion activities through POP, leaflets and banners at the door of the store. According to some surveys, the probability of customers entering cosmetics stores or beauty salons is 40%.
Stores use posters, Persistent organicpollutants (persistent organic pollutants), flags, shadow lamps, balloons, bouquets, etc. to create momentum, attract attention and achieve remarkable results.
2. Carry out promotional activities to attract customers.
A cosmetics store launched an "empty bottle exchange" campaign. Choose sunscreen, facial cleanser, shampoo, shower gel and other summer products to break through the psychological bottom line of consumers at shocking prices. Each product is charged a nominal fee of one to two yuan or even one or two cents, and it is promised that empty bottles of similar products (empty bottles of facial cleanser can only be replaced with facial cleanser, and so on) can be bought at the indicated price. For example, a facial cleanser worth 18 yuan can be bought by customers with an empty bottle of facial cleanser and a penny. And it is stipulated that other brands can add a few cents for similar products in our store. The purpose is to win over customers who used to consume other brands and become their own customers. And indicate the number of products purchased, and limit the number of bottles purchased by each person. Once this promotion was launched, it was warmly welcomed by customers, and customers were full for a time. After customers enter the store, through follow-up activities, expand customer purchases, attract customers to become members, and realize profits.
Use the media to pull the momentum
The appeal of a store itself to consumers is limited. If you want to attract more people to shop, you can use the power of the media to incite and lure consumers. In the use of media, we should be good at spreading information effectively, so as to achieve the propaganda effect and drive the fashion trend. If we can create interesting topics for this, we can save a lot of advertising expenses and quickly enhance our popularity, which can kill two birds with one stone. In a typical case, a food brand published such a message in Yangcheng Evening News. This advertisement has three answers. Just come to the first floor of Store Beijing Road 132 and you will get the answer. Anyone who sees the newspaper can get a set of exquisite cosmetics from our company as long as they fill out this newspaper and send it to us. The activity lasted for three days in a row. Although some newsstands doubled the price of newspapers, they were still not enough to sell. Of course, it goes without saying that the store is lively.
Here, it reminds people of another brand's practice, using three series of advertisements in the newspaper, consumers can go to the counter area of the store to draw a lottery. As a result, as soon as the newspaper came out that day, more than 50 thousand people gathered to patronize the store, and the activities were colorful and the effect exceeded the original imagination of the enterprise. This plan, coupled with the effective spread of advertisements, has greatly increased sales.
There is also a successful case. In the island price store in Guangzhou, a campaign to buy three pieces of ladies' underwear for one yuan was recently launched. As soon as the news was published in the newspaper that day, it caused a big panic buying phenomenon. You may say that this way can't make ends meet, but let's not ignore it. From the perspective of "publicity", it is definitely a big profit, which not only drives other products of the company, but also establishes popularity.