As we all know, there are two important factors that constitute sales: the number of visitors and the unit price of customers, in which the number of visitors = the number of customers entering the store × the customer purchase rate. The promotion mode aimed at improving the ability of gathering customers and increasing the purchase rate is the key point of sales growth. Aside from the five major festivals of the year, the usual promotion mode is obviously very important. Whether price is the killer, or large-scale lottery, large-scale preferential profit-making activities, combined with store consumer groups, are one of the conventional and effective methods to increase passenger flow and customer unit price.
2. Attract customers through the adjustment of their own commodity structure.
Usually, in the case of clear target customers, how to use the width and depth of product structure to strengthen the passenger flow and customer unit price in the store, maximize customer demand, and make customers loyal to the store is very important. The width and depth of goods are adjusted once a month and once every three months or half a year according to the actual situation of the store, so as to make the goods marketable and have high turnover, thus achieving the purpose of attracting customers.
3. Tap passenger flow for consumer groups.
In the actual operation of the shopping mall, statistics are made through the shopping mall software system, the actual passenger flow is subdivided, the sales ratio and commodity ratio of each customer group are clarified, the category structure developed for the target customer group is obtained, and the development and introduction planning is carried out, the product structure of competitors is fully considered, and the product characteristics of the shopping mall are established, so as to make full use of the differentiation advantages and resource advantages and tap the passenger flow.
4. Expand passenger flow by upgrading differentiated value-added services.
Differentiated service measures include public relations marketing in shopping malls, membership marketing (discounts, rewards, prize exchange, etc.). ) It is a good marketing method that is often implemented, and it is also a method to improve passenger flow by combining others and taking advantage of their own customers. For example, the membership card of this mall can enjoy the preferential activities of restaurants, restaurants, tourist spots, cafes and karaoke rooms in this area, which can not only expand the strength brand of this mall, but also cultivate the loyalty and influence of customers.
5. Increase the passenger flow by improving the supporting functions of the shopping mall itself.
Shopping mall supporting function planning, such as shopping cart, ticketing center, sports lottery center, laundry room, car wash, beauty salon, gym, etc. To realize a comprehensive shopping mall with complete functions, integrating shopping, consumption and entertainment, and strive for additional services and needs of different customer groups, thus expanding the radiation and competitiveness of shopping malls in this region.
6. Scientific use of storefront space design to improve customer retention rate.
VI design, such as entrance design, passage design, moving line planning, time and liquidity design, business philosophy, slogan, advertisement and image recognition, is the main driving force for a shopping mall to increase passenger flow and customer unit price, and fully mobilize the elements such as sound, light, taste, point, line, surface, object, scenery and color to create an atmosphere and attract passengers.
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7. Establish a consumer-centric data center (customer information management).
Through customer-level positioning and target segmentation, we fully study the consumer dynamics in the business circle and cater to consumers' mentality of seeking innovation and change. The commonly used methods include display analysis, ABC analysis, market questionnaire survey and interview to establish the changes of customers' buying behavior and market trends, and on this basis, do a good job in commodity structure adjustment and counterpoint marketing measures.