In short, the total sales of the door shop are determined by both the flow of passengers and the unit price. How can we further raise the unit price of passengers on the basis of stable or increased traffic
Factors affecting the unit price of passengers
Price-to-volume balance
The unit price depends on the balance between the price and the volume of the sale. The unit price, in short, is the total amount paid by the customer during a shopping trip. The key to raising the unit price is to pursue the right price and the highest possible number of sales. There is a negative correlation between prices and sales volumes, i. E., the higher the price, the smaller the customer purchases; on the other hand, the lower the price, the greater the purchases. Thus, balancing prices with sales levels is at the heart of raising the price of a passenger unit。
The breadth and depth of the goods to be laid
Different types of malls affect differences in individual prices, with large stores being higher than supermarkets and supermarkets being higher than convenience stores. There are significant differences in the unit prices of passengers in different industries and in different shops. For example, the size and depth of the shopping mall is higher than the supermarket and the supermarket is higher than the convenience store, which has a direct impact on the high and low per capita prices。
:: branding
Commodity slots affect the price of a passenger unit, which may vary significantly from one shop to another. The size of the commodity, i. E. The average unit price, has a profound impact on the price of the passenger unit. The same size of the shop may vary several times depending on the location of the commodity。
:: brand promotion activities
Promotional activities can drive customers to buy more and raise the price of a single customer, particularly affecting female consumers. Promotional activities can stimulate customers to buy more products that they do not want or can buy, thereby increasing the unit price. Particularly female consumers are more vulnerable to promotional activities。
:: product linkages
Linked combinations of goods can lead customers to buy more and raise the price of a single customer. One fifth of the monthly turnover of a cosmetics store comes from the sale of accessories. This has led us to understand that the commodity mix is key to raising the single price of customers and facilitating the purchase of different types of goods by customers. Combination combinations of branded goods cover homogeneity, proximate, and cross-group, cross-section and cross-group. For example, the combination of commodities around infants involves food, clothing and toys, which, although they cut across multiple and large groups, can naturally match customer shopping habits, thus stimulating many impulse consumption。
• commodity display
The presentation of commodities attracts customer attention and promotes the sale of specific commodities. The three phases of the presentation include a neat presentation, aesthetic display and a sales promotion display. In order to attract the attention of the customers and allow the right commodities to emerge from the many commodities, the door shop needs to continue its work on presentation techniques. The number of commodities, whether large or small, is always far beyond the reach of the customer's time in the shop. Therefore, well-planned displays are essential for raising the unit price of customers。
Method of raising the unit price of passengers
1. Inducing the purchase of similar goods
Lower prices, tied sales and gift-buying strategies can stimulate customers to buy more similar commodities. Clients are provided with sufficient justification to stimulate their desire to buy the same goods, thereby raising the unit price. This is the most direct and effective way to raise the price of a single passenger。
Applying price reduction strategies: by promoting lower prices, consumers can be effectively stimulated to increase purchases, especially for more resilient commodities. This strategy can significantly increase the price of a single passenger。
2. Adoption of tied sales techniques: tied sales can be seen as a subtle deformation of price reduction promotions. For example, the strategy often followed by traders is to bind two cosmetics together, one of which is more expensive, for sale at a price. Such an approach would not only effectively increase the volume of the same commodities, but would also significantly increase the sales of individual customers。
3. Grants promotion strategy: buying gifts is another effective way of promoting sales, often for new product promotion, inventory clean-up or sale of pending commodities. This strategy stimulates customers to buy more goods of the same kind by buying one commodity, thus obtaining a preference for another low-priced commodity. For example, the purchase of a cosmetics item requires only an additional one dollar, i. E. A lower-priced cosmetics item, which can effectively boost sales。
2. Directing the purchase of different types of commodities
Commodity portfolio strategies facilitate the purchase of different types of commodities by customers. As a result of the case of cosmetics stores, we have learned that the commodity mix is key to raising the single price of customers and facilitating the purchase of different types of goods by customers. This can be achieved by means of strategies such as tied sales and gifts, such as a reduction in the price of binding skin and washing, or a combination of men's and women's skin. These strategies can effectively stimulate customers to buy more exotic goods。
In implementing these strategies, we need to focus on the choice of relevant and unrelated goods. By cleverly exploiting the complementarities and hints of goods, we can push customers to buy more commodities of the same or different kind, thereby raising the unit price of customers。
3. Promoting the purchase of higher-value commodities
Use customer psychology to direct the purchase of higher-priced goods through praise and advice. Customers want recognition and praise, and we can use it wisely to induce them to buy higher-value goods. In particular, when customers come to shopping with their friends, their timely commendation and recommendation often stimulate their interest in buying higher-end goods. In addition, through well-designed displays and attractive promotional activities, we can skilfully drive consumers to upgrade their consumption without increasing their actual consumption, thereby effectively raising the unit price of customers。
