portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">店鋪經(jīng)營狀況的好壞,很多時候是由細(xì)節(jié)和堅持決定的。只要某些地方稍加用心,稍做改善,將會給烘焙店的生意帶來轉(zhuǎn)變。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">01
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">避免大白天開"黑店"a
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">店鋪的燈光亮度不夠,會有種生意蕭條甚至快要倒閉的感覺,將會使顧客望而卻步。很多烘焙店雖然把前店櫥窗燈光都打開了,但是在非后廚生產(chǎn)時段,為了省電把烘焙間、裱花間的燈都關(guān)掉了,這樣會讓消費者產(chǎn)生這家店蕭條、產(chǎn)品不新鮮的感覺。而前店后廚都燈火明亮的店鋪,會給人眼前一亮、干凈衛(wèi)生的感覺。亮度與檔次有時候成正比,這樣做能提升店鋪資 深的檔次。開店的目的是賺錢而不是省錢,我們應(yīng)該注重的是如何開源而不是如何節(jié)流。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">02
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">播放適當(dāng)?shù)谋尘耙魳?/span>
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">據(jù)調(diào)查表明,店鋪播放背景音樂可以令顧客的光顧率增加15%,而舒緩的音樂能使顧客放松緊張的精神狀態(tài),增加產(chǎn)品的深度接觸率,使得銷售額提高30%。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">上班前播放振作精神的樂曲,能提高店鋪團(tuán)隊士氣,開啟美好;在客流集中階段,快節(jié)奏的音樂會讓銷售氛圍展現(xiàn)得更加火爆;在客流少的時段,播放輕松音樂,舒緩疲勞,可以讓顧客坐下來慢慢消費和體驗。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">03
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">櫥窗設(shè)置要有吸引力
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">櫥窗是門店展示產(chǎn)品重要的窗口。首先要保持櫥窗的豐滿,并定期調(diào)換展示產(chǎn)品及級別,經(jīng)常營造一個新氣象,才會使顧客每次來的時候都會有新鮮感。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">作為烘焙店而言,很多老板喜歡把休閑區(qū)放在櫥窗邊,這種布局方式,要充分考慮門店所處位置、客流量。如果在客流量不是很大的住宅區(qū),不建議把休閑區(qū)放在櫥窗展示位置。如果沒有充足的客流作為支撐,空座率高,就會影響門店的整體氛圍,讓過往的消費者覺得門店蕭條。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">04
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">商品種類要齊全,商品銷售要有主次
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">俗話說貨賣堆山,無論面積大小,每家店都應(yīng)該有主力品類,用來吸引不同顧客的商品結(jié)構(gòu)。所謂主力品類在這個高度同質(zhì)化時代,并非是獨 有的產(chǎn)品,而是有店鋪自身特色產(chǎn)品。同樣的產(chǎn)品用材不一樣,工藝流程不一樣,呈現(xiàn)出的品質(zhì)也大不相同。須要做到同品不同質(zhì),讓消費者從口感和消費體驗中感覺出差異化。同時,作為一家烘焙店,須要根據(jù)門店所處文字和消費結(jié)構(gòu),合理規(guī)劃品類:
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">1. 特色產(chǎn)品:該類商品首 選此店,超過市場平均份額,投入主要資源
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">2. 必選商品:價格便宜,此類產(chǎn)品為市場平均份額,吸引客流的品類,如蛋撻、香酥片;
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">3. 常規(guī)產(chǎn)品:比價產(chǎn)品,市場中雷同度的常規(guī)產(chǎn)品,沒家都有,如切片吐司等;
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">4. 季節(jié)產(chǎn)品:階段性推出的特色產(chǎn)品
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">5. 科學(xué)設(shè)計貨架,合理陳列面積
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">貨架的設(shè)計及布局要充分考慮到消費者的購物行動路線。對烘焙店而言,不建議陳列面積過大。消費者都有從眾消費心理,喜歡扎堆,過大的銷售陳列面積,會讓消費者覺得空曠;緊湊的銷售 空間及貨架設(shè)計、布局,可以為消費者營造出飽滿熱鬧的銷售氛圍。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">05
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">分類陳列產(chǎn)品,及時調(diào)整到位
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">產(chǎn)品陳列要體現(xiàn)"分類原則"與"關(guān)聯(lián)陳列原則",合理規(guī)劃產(chǎn)品品類。根據(jù)品類合理規(guī)劃陳列布局,陳列布局不可能都是黃金位置。黃金位置的產(chǎn)品陳列效果好,易于識別,勢必銷售情況比較好。很多門店的黃金位置上產(chǎn)品都銷售 空了,而死角位置陳列的產(chǎn)品還堆得滿滿的,所以要及時根據(jù)銷售情況,調(diào)整產(chǎn)品的陳列位置。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">06
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">清晰、規(guī)范商品價格標(biāo)簽
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">產(chǎn)品價格標(biāo)簽就像是產(chǎn)品的身份證。產(chǎn)品的價格、出爐時間、產(chǎn)品含有什么成分等,都要進(jìn)行簡單的描述,這樣能清晰地引導(dǎo)客戶消費。即便選用通版的價格標(biāo)簽,需要進(jìn)行手寫的,也要注意字體工整,避免潦草。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">07
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">做好促銷規(guī)劃
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">大多數(shù)門店就兩種促銷方式:全場打折、買贈。顧客需要的不是便宜,而是占便宜。全場打折等于變相降價,都打折等于不打折,因此應(yīng)適時采用多變促銷手法,令顧客對店鋪有新鮮感。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">搞促銷活動要有針對性、要做好規(guī)劃。很多烘焙店搞活動前沒有做任何規(guī)劃,想搞就搞。一出現(xiàn)客流量下降、業(yè)績下降就盲目搞活動;客流量稍改善說停就停。沒有任何規(guī)劃,結(jié)果投入和銷售改善情況往往沒有掛鉤。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">如何評價促銷活動好壞?什么時間活動可以停了?如果促銷活動開始后有了明顯的效果,并且到了一段時間后,每天已經(jīng)沒有了明顯的業(yè)績提升以后,證明活動已經(jīng)穩(wěn)定了,可以停止了。比如充值會員的活動;在門店中偶爾推出儲值送蛋糕的活動,只要每天都有明顯的新會員儲值,就證明活動依然在持續(xù)產(chǎn)生效果;等到參與活動的人已經(jīng)穩(wěn)定或者降低了,證明活動針對的目標(biāo)客群在短期內(nèi)已經(jīng)飽和了,就可以停止了。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">08
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">展示新品要明顯
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">有些店鋪經(jīng)常推新品,但總是賣不起來,這很多時候都是由于推廣方式不當(dāng)造成的。新品上市前要做好詳細(xì)規(guī)劃,從新品陳列、海報說明、銷售說辭、促銷活動、試吃推廣等方面著手。還要建立針對新品的銷售目標(biāo)和獎懲機(jī)制,鼓勵全員共同推廣,才能達(dá)到預(yù)期的新品上市效果,營造銷售推廣氛圍。
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">10
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">贈品要多、質(zhì)量要好、實用性要強(qiáng)
portant; LETTER-SPACING: normal; BACKGROUND-COLOR: rgb(255,255,255); TEXT-INDENT: 0px; -webkit-text-stroke-width: 0px; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration-style: initial; text-decoration-color: initial">如果贈品沒有針對性和吸引力,質(zhì)量差,那還不如不贈。因為贈出去,不但沒有效果,還產(chǎn)生負(fù)面宣傳,得不償失。贈品不管是門店自產(chǎn)的產(chǎn)品,還是外購的特色商品,都應(yīng)該保質(zhì)保量。在烘焙經(jīng)營中,我們適合選用哪些贈品呢?要充分的考慮門店位置、消費客群定位。如果面對的是兒童,暑期已至尾聲、新學(xué)期將至,不如提早準(zhǔn)備一些印有店鋪Logo的書包、文具等,作為儲值贈品或會員積分贈送。這樣能有實用價值的同時,還能起到宣傳價值。