At the last forum of modern HR-technologies, experts stated the fact: the quality of personnel who comes in retail is falling from year to year. Despite the fact that wages are traditionally one of the largest cost items in retail. In general economic stagflation, an effective measure of cost reduction may be the redistribution of personnel at retail outlets. Lack of sellers will help offset effective marketing tools.
Iya Imshinetskaya, an expert in system promotion, a business trainer, gives simple examples of the right marketing policy, which in the absence of budgets will help you to offload the staff and partially compensate for its shortage.
Before you start looking for reliable tools and implementation of the program, answer yourself to simple questions: "why", "what", "how" and "who will implement". The answer to the first question is clear: our task is to unload sellers, but at the same time not to lose a client. What needs to be done for this? Create an interactive space for communication with the client. Simple but effective marketing tools will help in the implementation of the plan. Acting staff or marketing consultant may be involved in the task. Have you clarified? Take action!
Iya Imshinetskaya - Candidate of Philological Sciences, expert-technologist in system promotion, author of 10 books on promotion and advertising. More than 230 developed and successfully implemented promotion projects in 44 cities of Russia and the CIS.
Experience 20 years.
From store to packaging
Start with simple and obvious changes: with the correct design of the point of sale, that is, the store.
Mark the price in a prominent place... Think of a popular ad for a clothing retailer a couple of years ago. According to the plot, running past a shop window, a famous person suddenly stopped abruptly, looked behind the glass and exclaimed in surprise: "How much, how much ?!" Your task is to stop any passer-by with your attractive price in the same way, to make you take a closer look at the product displayed in the window. He liked the thing, he saw the price and immediately made a decision to buy even before he crossed the threshold of the store. Keep your price tag in plain sight.
Introduce the entire product to the buyer. Another example: the store of fasteners decorated the window with a large poster, on which the entire range of the store was presented - from pliers to screws. The buyer did not need to describe the desired product to the seller for a long time, it was enough to check the picture, place an order and pay for the purchase. Present your assortment as attractively as possible, tell the buyer that you can buy from you not only classic shoes, but also casual shoes, as well as sports shoes. Try to regularly change the display in the window, checking the day of the week or weather conditions. Say, on weekdays it is profitable to present an office assortment, and on weekends - casual shoes or for special occasions.
Zoning store space. In one store of clothes and shoes for youth, we took the following move - divided the entire collection into themes: clothing for the office, parties, outdoor activities. We placed thematic collections in different areas of the store, “painting” each in specific colors. This helps the buyer quickly determine the direction and not wander for hours between the shelves in the hope of finding the right product.
Provide information on available sizes.. A familiar situation: the seller himself is not aware of the available size line of a particular model. He goes to the back room, searches for something for a long time, then returns empty-handed. The client was set up for the purchase, and, having received a refusal, he is likely to make a second attempt to purchase the goods, but not in your store. If possible, place the entire size line next to the model or indicate the availability of goods next to the price tag.
Equip the goods with a QR code. So far, this technology is only gaining momentum: polls show that the presence of a special program in a smartphone does not always prompt an ordinary buyer to read a QR code and clarify product information. However, Western experiments demonstrate positive growth dynamics of such a service. So, the American company Verizon through QR codes increased sales by an incredible 200%. Customers in the store were given the opportunity to take part in the action - for this it was necessary to scan a QR code containing information about the action on Facebook and send it to friends. If friends used the sent link and bought some goods in the Verizon store using a mobile phone, the one who sent the code automatically became a contender for winning a smartphone. A QR code placed in a shoe store can give out information about the product - the availability of sizes, a description of the materials from which the shoes are made ...
Teach the buyer to ask the seller only when necessary. How often do you yourself when asked by the seller: "Can I help you with something?" exasperatedly threw: "Thank you, no"? As a rule, indefinite pronouns prevail in the questions of super-amiable sellers, since they themselves do not know how exactly they can help you. Their obsessive behavior can push the customer out of the store. With one of the clothing retailers, we have implemented an interesting experimental program. At the entrance, buyers take one of the stickers: green means "I need the help of the seller", yellow - "I will ask if necessary, but I can handle it myself." As the first month of the action showed, for 5 independent buyers there is only one who, without the help of the seller, cannot make a choice. The numbers speak for themselves: you have a real opportunity to reduce the staff of salespeople and the cost of their training.
Help the buyer make a choice before they visit your store. This can be done, in particular, by landing on the website of a virtual consultant. ... “It's too late in the store” - this is the principle that many retailers are building with their customers today. The buyer receives information about the product long before coming to the store. Trading networks are actively present on the Internet, social networks, generate activity, conduct unusual interactive promotions, etc. Open online consultations on your website. Moreover, the more unusual the person of the consultant is, the higher the interest in him and, therefore, in your product. For example, the consultant Naum Modny will help you choose a pair of shoes, tell clients about the latest fashion trends, and advise on which outfit to combine this or that model.
Mark specific items... Communicate with the customer at all levels: use all shop equipment to present the product. Develop a navigation system, communicate some useful, positive, motivating information: "Bestseller", "Model of the Year" ... Use various POS materials to attract customer's interest in the product.
Make objects "speak"... You can attach the information to a pair of shoes "I am shoes for country walks", "I am shoes for those who spend all day on their feet", etc.
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