超市陈列管理培训课件(ppt 56页)

IN THE STORE
•No amount of merchandise can deter a shopper on his mission: So we have to go along with it
•It is important that the customer in the store can orientate themselves: Don’t put anything in the sight line
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What Retailers and Marketers don’t know
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•Conversion Rate: How many of your visitors are buying
c. Social interaction
Butt-Brush Effect
Good Key Performance Indicators for Retail
•Conversion Rate: How many of your visitors are buying
•Time Spend Rate: The average time shoppers spend in the store (more time = more sales)
It’s what we call the “grab and go”
3 big things that stores alone can offer shoppers
a. Touch, trial or any other sensory stimuli b. Immediate gratification
•Time Spend Rate: The average time shoppers spend in the store (more time = more sales)
•Interception Rate: The number of shoppers who have interaction with an employee (more contact = more sales)
超市陈列管理培训 课件(ppt 56页)
I don’t mean what is buying
I think Shopping is more than the simple dutiful acquisition of whatever is absolutely necessary to one’s life.
•Waiting time:
Customers don't like that
THE STORE ENTRANCE
•On the door to the store: The customer only has time to read 2-3 words
•The twilight zone: Don’t place anything important at the entrance. It takes some time for the customers to orientate themselves when they enter a store
•The faster we walk, the less we see: Make the customer slow down as soon as possible
•The best place in the store: To the right in the beginning of the store, just when the customer has slowed down (in most western countries)
•Capture rate: On shelves the customers primarily see what is a little over their eyes and down to their
knees
•Boomerang rate: Customers don’t see a whole aisle, often they go in and take the product they need and
environment must be tailored to these characteristics
In any section of a store, the first product customer see isn’t always going to have an advantage. Sometimes The opposite
•Interception Rate: The number of shoppers who have interaction with an employee (more contact = more sales)
•Waiting time:
Customers don't like that
There are certain physical and common anatomical abilities, tendencies, limitations and needs to all people, and the retail
go back
That's a perfect window for longer message, something you
would want your customer to know the next time they come.
INSTORE SIGNS
• Customers do not look for signs: Signs therefore has to get the customers attention like other ads, e.g. billboards