Improve your passenger flow, the volume of entry, the probation rate, the turnover rate, the rate of connection, the rate of return.
Shops are located in commercial streets and shopping malls, which are greatly influenced by the factors of self and environment. Performance is up or down, but few shops can really find out the logic and causes of performance rise and fall. Some stores began a monthly performance can be 200 thousand yuan, but only a 100 thousand yuan, and asked the clerk, said fewer people, the product price is high, consumer purchasing power weakened obviously; some stores located in the bustling commercial street, lots and price with similar competing products, the performance is significantly better than....... The reason is that the manager does not have a set of template tools to analyze the performance of the shop, and can not make a scientific diagnosis of the store performance, which leads to the store operation sensibility.
The number is the only truth that truly reflects the operation. The store performance diagnosis is also around six numbers, namely, the passenger flow, the store volume, the trial rate, the turnover rate, the single rate and the return rate. Through the comparison and analysis of six digital before and after time, the status of the store operation is diagnosed, and the key factors that affect the performance are found, and then the store operation is adjusted.
1. passenger flow
Passenger flow refers to the number of target consumers who pass the store in a certain period at a certain location, that is, the number of people who meet the requirements of the brand target consumers before they pass through the shop door. The change is mainly affected by the impact of traffic location, weather and large-scale activities. The street paved with the rainy day, the passenger flow is reduced; the store shop meets the shopping mall to do the large-scale promotion activities, the passenger flow will increase dramatically.
2. store volume / rate
The quantity of incoming stores refers to the number of consumers entering the store; the rate of entry = the volume of entry / passenger flow *100%. The volume of entry is mainly influenced by the influence of brand influence, promotion and promotion, store image, atmosphere, window and display of water table. Stand in the perspective of enterprise or the store into the store data, have different meanings, enterprises are usually standing in the brand, promotion, promotion, store image analysis into the store into the store in the atmosphere; analysis of layout, window and water table is Lielai Chen store station.
3. Probation rate
Consumers stay in the store for more than X minutes, touch the product by hand, and carry out trial experience or product consultation for effective trial rate. The rate of trial = the number of consumers on the trial product / the volume of *100%. The probation rate reflects professional and technical problems, mainly including product design, display, collocation and service flow.
4. Turnover rate
The proportion of the number of transactions that account for the number of stores. The rate of transaction = the number of consumers in the purchase product / the volume of *100%, for example, 100 people in the shop and 30 people, the turnover rate is 30%. The turnover rate reflects the quality of personnel, teamwork, sales process and skills.
5. Continuous mono rate
The proportion of the number of customers who buy 2 or more items or more in the current total number of customers (the number of guests). The single rate is the number of customers who buy 2 or more goods, or the number of customers *100%, for example, there are 100 consumers who pay the bill on the same day, and 50 of them are 2 or more, with a single rate of 50%. Even the single rate reflects the problems of the single sale technique, the collection of silver and the display of the rest area. Improving the single rate is an effective way to improve the performance in the case of reducing the volume of the shop.
6. Return rate
To facilitate statistics, the rate of re entry mainly refers to the number of customers who enter the store again after the membership becomes a member, which accounts for the proportion of VIP members. The rate of return = the number of members who consume again, the total number of VIP members is *100%, for example, there are 3000 members in A store, and 200 members come to the store again, that is, the rate of return is 6.7%. According to the industry and brand, the design of target value is also different. It looks at two aspects: enterprise and shop, and related to member maintenance, marketing and value-added services.