了解你的商店,抓住你的客户.ppt

* * * * * * * 基本概况了解 年轻 中等收入 选择在超级市场/小型超市购物的原因 方便快捷和急需补货 购物习惯 购物频率 (36次/年) 比食杂店低 (50次/年) 快进快出 (30分钟) 中等花费 (~25人民币) 清晰购物清单 店内直接在目标品类货架选购 * * * * * Concept : If you want to sell something, the 1st rule is to have it available to your customers. Example : If a product is too high, no one will be able to catch it. Remember that the average French woman is 1m60. * Organize your shelf in line with the way the shopper shops, and create visible brand blocks (vertical, well delimited, and more than 30cm wide). * They are many ways of making new items visible. You can increase the number of facings, put your own stopper, use the retailer’s “new” stopper, etc. This is worth it, as studies have demonstrated that increasing the shelf space gives better results for new items than for existing items. * Some especially developed POS materials can help improving the value impression of a fixture or a range of products (using lights, colors, materials, etc.). * Some promotions need to be visible. That’s the case for laundry, where shoppers know they need it and go directly into the alley (so they can miss the promotion). Some promotions need to be associated with other significant products. That’s the case for Febreze, where penetration is still low. Some other promotions need to play on desire. That’s the case for Snacks. * There are a lot of means to communicate or claim in-store. Here are some examples. * There are many ways to create discontinuity in-store. Here are some examples. * Retailers differentiate themselves as an expert, reliable, credible source of product. Expert staff (pharmacist), consultants, store experience (testers, unique beauty or baby environment), through claims and information delivered within a storewide, retailer owned vehicle. * Here is an example of the Family Fiesta Operation at Carrefour France in June 2009. You can find the same mascots, colors and claims on the Internet site, on folders, and in-store. * * 如何运用 制定黄金规格的卖进套餐 卖进货架份额和货架位置