How do stores increase passenger flow?

First, the factors affecting the flow of shopping malls

Simply put, store flow = business circle coverage * business circle population density * business circle penetration. Therefore, in order to find the factors that affect the store passenger flow, we only need to start from these three aspects.

1, covered by store business circle

The coverage of the store business circle refers to the radiation range formed by the stable customers coming to the store around the store, which can be expressed by taking the store as the center and the farthest distance from the stable customers to the store as the radius. According to the radiation intensity of the store, we can divide the store business circle into core business circle, sub-core business circle and general business circle. Generally speaking, the proportion of customers in the core business circle is about 50-60%, the sub-core business circle accounts for 20-30%, and the remaining 10-20% is the general business circle. Therefore, for stores, the main concern is the customers in the core business circle and sub-core business circle.

Among the factors that affect the radiation area of shops, there are not only relatively objective factors such as the format of shops, the size of their business area, the distribution of shops, the convenience of transportation facilities around shops, but also subjective factors such as the service quality, management level and cost performance of goods.

2. The penetration rate of shops and business districts

The penetration rate of store business circle refers to the proportion of stable customers to all target customers in the core business circle and sub-core business circle covered by the store. In fact, the penetration rate of store business circle is equivalent to the market share of stores in a sense.

The main factor that affects the penetration rate of the store business circle is the competitiveness of the store relative to those alternative stores that can provide target customers. If the store can provide more cost-effective goods than the alternative stores and provide more warm services to customers, then the penetration rate of the store's business circle will be higher under the same storefront area.

3. Population density of shops and business districts

The population density of shop business circle refers to the total population living on the land per unit area in the business circle covered by the shop. Generally speaking, this is a very important indicator when a store is located, and once the store location is determined, it becomes a "precipitation" indicator, which is an external environment that the store itself cannot change.

Second, how to improve the store passenger flow

1. Improve the store passenger flow from the perspective of improving the coverage of the store business circle.

From the experience process of a shopping brand-customer cognition-shopping experience-satisfaction-loyalty, the coverage of store business circle should first solve customer cognition, and then customer shopping experience. We can solve these two kinds of problems in the following ways.

First, the choice and adjustment of product structure in shopping malls

After the size and format of the store are determined, the depth and breadth of our products are actually mostly determined. Convenience stores/supermarkets/hypermarkets/specialty stores will have strict division and cross-format operation, which is unrealistic from the point of view of a single store, because a series of support in the background is difficult to change. However, there is still room for selection and adjustment of the product mix of the store. You can do something according to the level of consumers in the surrounding business circle and the situation of competitors in the business circle to highlight your own business advantages. As long as we have a unique selling point, we can avoid our slightly remote target customers being intercepted by the surrounding competitors.

B, improve the convenience and convenience of customers to the store;

The convenience and convenience of customers to the store is also an important factor affecting the coverage of the store's business circle. We can facilitate customers to reach the store by increasing free shopping buses, improving the parking environment of the store, and increasing bus lines or stations in our store in cooperation with the public transport department.

C, use the spread of promotional advertisements and service word of mouth to expand the business circle.

In order to improve the residents' awareness of the store, it is a good choice to spread the word-of-mouth brought by service quality through effective use of promotional advertisements and expand the business circle by using this diffusion. For example, you can consciously go to those weak areas to organize public relations activities and distribute promotional advertisements to improve residents' awareness of the store.

Strengthen the marketing in marginal areas.

Customers in marginal areas are the easiest to lose, and customers in marginal areas are also the easiest to be attacked by competitors. If we can establish an effective defense system in the marginal areas, it will be relatively easy to consolidate our overall market position. Therefore, the marketing of these marginal areas must be intensively cultivated, and an effective defense system must be organized, such as customer visits in these areas, community public relations activities, and the spread of promotional advertisements. These are the basic skills that stores need.

2. Increase the store passenger flow from the perspective of increasing the penetration rate of the store business circle.

Continue to follow the process of customer knowledge-experience-satisfaction-loyalty, and improve the penetration rate of store business circle is mainly to solve customer satisfaction and loyalty. If we say that what we do in expanding the coverage of business circle is mainly to improve customer awareness and customer shopping experience, then what we mainly solve in the next link is to make customers happy, highly satisfied and form repeated purchases.

A. Refinement of marketing in shopping malls

The refinement of store marketing is an endless job, but it is also a seemingly simple but challenging job. Because China people are used to being casual and ignoring the refinement of work, it is easy for China people to do it once or twice, but it may take one out of ten or even one out of ten to make him persistently do a simple and excellent job. For the store, it seems that every job is repetitive, but from the perspective of every customer, every shopping experience is actually unique. You snub him and make him dissatisfied, and he will never patronize again.

Only by treating every customer who visits at home as the last customer can we truly realize the refinement of marketing and service management, just as people who treat every day as their last day can truly cherish time and life.

Regarding the refinement of store marketing, we might as well take a look at a series of introductions on the theme of "Shop Impression Series". Most of those stores are the best in the industry, and there are indeed many details and highlights worth learning from.

B. Improve the service quality of stores and provide customers with a value-added service experience.

The service quality of stores actually exists in every link, and the whole process from customers entering the store to leaving constitutes our service quality monitoring point, and the service quality is not the result of the service quality of each point, but the result of getting more by one. In fact, it is not difficult for us to think about this problem from the customer's point of view.

For example, when I go to a store as a customer, I feel good when I enter the store, and my satisfaction can reach 90%. The display of the goods also looks very satisfactory, and I can also hit 90%. I also chose the products I am satisfied with, and I can also hit 90%. At the checkout, the cashier smiled brightly and gave her a 95%, but I was very unhappy when I finally went to make out the invoice. I had a quarrel with the receptionist, and I gave her a zero. Do you think my rating for this store is (90%+90%+90%+95%+0%)/ 5, or 90%*90%*90%*95%*0%=0? I think except for a few well-meaning customers, most customers will adopt the former scoring method.

Therefore, in order to improve the overall service quality of the store, we need to pay attention to the service quality of each link and strive to create an overall quality service experience that satisfies customers.

C. Provide customers with cost-effective products.

It should be said that providing customers with cost-effective goods is the core of customer satisfaction evaluation. After all, customers go to the store to buy things, not just to feast their eyes. Therefore, whether or not to provide customers with cost-effective goods should be the ultimate goal and core goal of all stores seeking to improve customer satisfaction. If they can't satisfy their customers at this point, other work will be done well, which is just "beyond the golden jade".

So how to ensure that stores can provide customers with cost-effective products? In addition, enterprises need to strengthen management in all aspects, improve efficiency and reduce costs, such as commodity procurement, logistics and distribution, store management, information management, financial management, human resource management, store location expansion and so on. It is more important to understand that even if we do our best, we can't provide customers with the most cost-effective product among all the goods. Instead of spending our strength and resources on each category equally, it is better to do something different. Concentrate superior resources on their own superior categories to create unique and cost-effective categories for customers, so as to highlight the characteristics and unique advantages of the store, avoid vicious price competition with other businesses, and be more easily recognized by customers.

From the customer's point of view, this is very similar to our experience of eating in a restaurant. We won't taste all the dishes in the store before evaluating them, or even make a detailed evaluation of every dish we order, but we will definitely leave a deep impression on the key dishes of special dishes, which is not available in other stores. In fact, retail enterprises also need to create similar comparative advantages. We don't seek to surpass our competitors in all fields. But there must be several categories that have competitive advantages in the market and are clearly recognized by customers, so that the word-of-mouth communication of customers will be faster, more targeted and easy to maintain lasting communication effects.