Chapter 1: Summary of National Day activities in supermarkets. We only adopt the segmentation marketing model for this celebration. The first stage, from September 25 to 30, takes grading delivery and big lottery as the main promotion means, aiming at preheating the main activities of the celebration while promoting sales. In the second stage, 10, 1-8, our store adopted the most effective promotion means: giving coupons as the main form of activities, taking eight sets of eight-day dreams as prizes to attract consumers, and launching activities in an all-round way to grab sales officially kicked off.
The following is a summary of this activity:
First of all, from the analysis of various data indicators:
The planned sales of the whole store is 8.7 million yuan, and the actual sales is 8.92 million yuan, accounting for 102% of the sales plan. Among them, the planned sales of department stores were 6.3525 million yuan, and the actual sales were 6.54 million yuan, accounting for 103. 1% of the planned sales, up 47% year-on-year. 73% of all store sales; Supermarket planned sales 1.66 million yuan, actual sales 1.67 million yuan. Planned sales were 65,438+0,065,438+0%, up 48.3% year-on-year. Accounting for 65,438+09% of the total sales of the store; The calculation of leaseback is 700,000, accounting for 8% of store sales. From 1 to No.8, the sales of participating counters were 40 1 10,000, and the sales of gift certificates were 932,000, accounting for 23.24%. During the event, the sales of department store members accounted for 24.2%, and the consumption of supermarket members accounted for 52.5%.
The daily average number of transactions in department stores was 27,565,438+02, an increase of 3,265,438+0% over the same period. During the activity, the passenger flow increased significantly. According to the statistics of the average daily transactions and the number of customers entering the store at Gate 1 from 2: 50 to 3: 00 every afternoon, the passenger flow increased by 1 1.2 times than usual.
Second, the activity cost analysis:
The total expenditure of this activity is 345,398 yuan, accounting for 3.8% of the total sales. Among them, the prize cost is 94,586 yuan (the sum of all prizes and gifts), the decoration and production cost is17,000 yuan, the publicity cost is 58 yuan, 720 yuan and the printed matter cost is 5,554 yuan. The reward fee for front-line employees is 46,060 yuan, and other expenses are 65,438 yuan+023,478 yuan.
Third, the success of the event:
1, fully prepared in the early stage of the activity
The marketing department of the eleventh activity began to prepare one month in advance. After many revisions and repeated argumentation, the scheme was determined and the details were meticulous.
Compared with previous events, the number of participating brands in this event has increased significantly, and participating counters account for 90% of the participating sales area. For brand buildings that do not participate in activities, the policy of increasing deduction points will be introduced and a separate promotion counter group will be set up. The gross profit generated by sales will not be included in the guaranteed gross profit, so as to ensure that the real estate will not lose or lose less gross profit.
In terms of commodities, we will start commodity inspection at all counters one month in advance, supervise commodity inventory and new products on shelves, and strictly control commodity pricing. A week before the event, the Joint Inspection Unit led by the Vice President will conduct a detailed inspection of the goods in each counter.
Activities, publicity and decoration, and palace decoration are determined 20 days in advance, and all products are delivered to our store 5 days in advance. All kinds of scenery were completed on schedule.
Before the event, the marketing department led the loss prevention, finance and office to jointly hold two skill training meetings for the staff related to the event, and implemented all the details to ensure the normal operation during the event.
2. Update and upgrade the service concept
Since the opening, we have separately proposed? Fashion, taste life? ,? Let life move? ,? Detailed and infinite development? Such as service concept propaganda slogan. On the occasion of the second anniversary of the opening of our store, we propose? Serve every day sincerely? Our service slogan will make our service more detailed and let our new and old customers feel the changes of our service more personally.
3, the supermarket special offer suddenly.
In this celebration, supermarkets organized low-margin or negative-margin promotions for daily sensitive commodities such as rice, soybean oil and eggs, supplemented by activities such as giving gifts and pumping, which greatly boosted sales, boosted the overall passenger flow of the building and raised consumers' attention.
4. The interior decoration is fascinating.
According to the infrastructure of our store, the Palace Decoration and Marketing Department of this celebration has carefully designed the decoration materials that are suitable for our store's architectural style and can highlight the theme of the National Day celebration, so that the overall decoration style of our store will be unified, elegant and generous during the event. At the same time, the marketing department specially produced the national day flower bed landscape to cater to the festival and the birthday cake landscape to cater to the store celebration, which caused quite a stir among the consumers in the city and even the people in Lincheng.
5, increase incentives, the enthusiasm of all employees greatly improved.
In accordance with the group's spiritual instructions on increasing front-line employees' rewards, our store emancipated its mind from top to bottom. In this celebration, we strengthened the reward for front-line employees, implemented the counter double award system for the first time, and included supermarkets in the assessment mechanism as planned for the first time, and included the sales of leased counters in the system in the reward mechanism. The introduction of this mechanism not only maximizes the sales enthusiasm of front-line employees, but also improves the implied rental sales.
6. Widely publicize.
The celebration was a great success in publicity, especially in the release of DM. It has indeed done meticulous work and sent special personnel to supervise the distribution, which greatly improved the effect of leaflets.
7. Celebration cultural activities are rich and colorful.
The cultural activities of this celebration have played a great role in publicity and speculation. On the occasion of the 60th anniversary of the National Day, our store took the opportunity to promote the store and organized a cultural activity of "Welcome the National Day, Let's Sing" to comprehensively improve the publicity level.
Fourth, it is worth learning from.
1, the sales staff did not grasp the activity content accurately enough.
The entry threshold for our store to carry out the lucky draw is that a single ticket is full of 200 yuan. In the implementation process, some salespeople purchase their own goods, but if the single ticket is not satisfied with 200 yuan, they will enter personal information in the information entry office. This situation reflects that individual salespeople are not sure about the activity information.
2. Insufficient sales expectations
This November coincides with the 8-day holiday of the 60th anniversary of the National Day. Coupled with the festival on August 15, there are quite a few repeat customers from other places, and the sales of our store once climbed. The marketing department underestimated this situation, which led to the shortage of vouchers for a time. After that, it was urgently printed twice before the problem was solved.
3. If the lucky draw can be held by going up a flight of stairs.
Every day, the lucky draw is very lively, but after the last grand prize is held on June 8 10, all the grand prize winners will get together and hold a small prize-winning ceremony, which will push the whole lucky draw to a higher climax and make great publicity, and the publicity after the big event will be better.
Chapter 2: Summary of National Day activities in supermarkets 1. Planning and publicity work in the early stage of the activity
Any activity must form a publicity effect before implementation, so that when others know the time and place of the activity in advance, there is always a sense of participation.
Impulse. As China Resources suguo supermarket, the scale of the supermarket is not small, and there should be many old customers. Therefore, early publicity is very important. For the propaganda work, we hereby put forward the following suggestions and opinions:
First, do a good job in the promotional color pages of supermarket holiday activities as soon as possible The design of color pages must clearly establish the theme, and the language description can fully arouse consumers' desire to buy. At the same time, it is necessary to list the featured goods and activities to participate in, and we must highlight two points: the most affordable price and the most interesting shopping experience.
Second, carry out pre-holiday publicity. You can put the colorful pages at the cashier and distribute them to every shopping customer. It can also be distributed in places with the largest number of people such as surrounding communities and banks. Make the momentum of the event first, I believe many customers will look forward to it.
Thirdly, if there are relevant newspapers in the urban area, you can spend a little money to make an advertisement for an activity, which is mainly aimed at the consumer groups in the city, so that more people can know that supermarkets will always attract customers.
Fourth: Continue to publicize the related activities of supermarkets in qq groups and forums related to urban areas, requiring a clear description of the scale and activities of supermarkets, as well as detailed locations and bus routes.
In short, there are other ways to publicize, so it is very important to publicize more, and the publicity work before the event is very important!
Second, the activity content planning
During the activity, we took time as the main line and made a series of plans.
First: limited sales, attracting customers to queue up for competition from the morning.
This trick is very useful during the activity. Supermarkets can launch such activities, such as opening at 9: 00 every morning, requiring every
In the morning, 50 customers who shop before the opening of the business will get super-value moon cakes or other items from the supermarket, or get a 20% discount on all items during the activity. This kind of promotion has a great advantage, that is, it will attract a large number of old people and old ladies to queue up in the supermarket early. They not only have a good start every day, but also advertise, because old people and old ladies will spend a lot of time together in a day, and they can often advertise.
Second, all the special items in the mall are purchased in a limited time, forming a competitive effect.
?
First, classify the goods that need special prices in supermarkets, and immediately launch limited-time sales during the Mid-Autumn Festival and National Day. For example, for the sale of moon cakes and other items, we stipulate that customers who shop on the Mid-Autumn Festival enjoy a discount of value, and supermarkets will get a discount of 60% if they don't make money, and a discount of 30% if they buy on the next day or the third day, and no discount if they buy later; Until the National Day, the promotion of new products is also 60% off the same day, 30% off the next day or the third day, and there is no discount after the purchase. Such a limited time shopping form can greatly improve the enthusiasm of customers for shopping. At the thought that there will be no discount in the future, but there will be a big discount during the event, there will be a competitive situation. At this time, the supermarket should determine the price of the goods.
I recommend it carefully.