Early sales are not effective
Last summer, sales in shoe stores began very early - from mid-June. Do retailers plan to follow the same strategy in the fall, given that the market during this period traditionally “freezes” before the start of New Year's hype? How do they plan to stimulate sales - by creating “unique offers” or by direct discounts “minus 20%”?
“We believe that early sales can be expected from retailers who sacrifice margins in favor of getting funds as quickly as possible,” said Stanislav Koloskov, Director of Marketing and Advertising, ALBA. - Already, some sellers have officially launched the discount season and are announcing special prices with a discount of up to -30% for the new collection, thereby driving the entire category (shoes and accessories in particular) into difficult conditions when all players have to adapt to the same discount conditions in damage to one's own marginality. In the end, the consumer will finally get used to the very fact of permanent sales, which will lead to a strong drop in sales at full price. The consumer will simply wait for the discount, and such trends already exist. For our part, we will try to stay within the framework of the planned mark up and launch the official sales season closer to mid-autumn. ”
According to Natalia Sokolova, marketing director of RALF RINGER, discounts are a necessary measure, resorting to which retailers are forced by weather conditions. “If sales are low, then everyone waits for a while, looking at each other, and then, through a chain reaction, they launch promotions and sales. In the current season, the beginning of autumn turned out to be warm, so brands have already begun to offer discounts in one form or another. In my opinion, an early sale (for example, 20% for everything) is not very effective - it is better to use this format for presale. Therefore, for example, we managed to launch the motivating campaign “20% for the second pair” twice, each of which lasted three days, capturing the weekend. Each time, sales growth was around 20%. ”
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Italian confectioners have created cakes that are exact copies of six legendary pairs of shoes from the archives of the Italian "Shoemaker to the Stars" maestro Salvatore Ferragamo. They were presented in the 10_11 restaurant of the Milan hotel Portrait Milano, which is part of the hotel management company owned by the Ferragamo family.
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Shoe factories in Russia are closing one after another
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We are waiting for you at the Euro Shoes exhibition on August 26-29
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Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
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We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
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There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
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Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
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