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联合眼镜零售商店的营销策略« oursolo.net

作者:企业资讯策划团队 来源:rwfb 发布时间:2010-06-01 浏览:56

作者简介:步正庚烷,目前距离眼镜,徐州总经理。眼镜业管理已参与超过10年的经验。在企业营销策划,企业诊断,企业资源整合,市场战略定位良好。曾帮助几十个眼镜,以提高20%以上的零售企业的业绩。并从事的行业不同的营销策划,取得了重大成果。

时间进入2007年,许多眼镜零售企业进入了一个新阶段,在许多城市面临的眼镜超市,眼镜直通车,廉价店的出现,许多投资者,或眼镜从业人员开始考虑的问题。我们应该朝着这些专卖店,那里的眼镜业的未来将成为什么。当很多企业发展达到一定阶段时的表现开始停止生长,甚至滑坡的表现,很多的眼镜时,医生开始分析这个原因,往往得出一些结论。

1,一眼镜店现在已成为客户越来越多的自然分流,然后在用户相对较少的眼镜店。

其次,廉价店的出现,导致了重大的单位价格,我们店是比较高的,所以客户的流失。

3,客户忠诚度差。

与面对这样的问题,我们开始思考

1:思想眼镜不仅是矫正视力的作用呢?一个很多人会告诉我,是不是。除了矫正视力眼镜,也可以改变形象。这这样的情况之下,我们是否可以进行一些销售突破。

思考二:现代工作和生活环境面临的日益丰富,是一副眼镜不能解决他们的所有需要,他们是否需要更多的眼镜。

思考之三:现在是越来越严重的近视学生,通过对这些儿童进行有效的控制目标数的可能性,以综合方式。思考

四:越来越多的后现代时代,无论他们需要更好的眼镜,以帮助他们的工作很容易。如果超过

说你给我的答案是肯定的,那么我们可以从这些细节开始增加我们的营业额。当然可以。并能够更好地在店内做这项工作不是为了增加流量,取得营业额显着提高。

我个人很喜欢看拳击比赛,和大家都看到或类似拳击知道,拳击组合力量是巨大的,如果我们能够成为我们的产品组合有效,而且对我们当时,销售一个完全不同的情况。现在让我们看看如何投资组合。拳击组合

1:不同的年龄层次来区分客户

1。青少年:

作为一个国家内部的调整,长期结果的年轻人,和眼睛看远,看近的时间分配很不平衡,在大量的视疲劳的眼镜出现,导致这些学生不能满足要求的东西看,这是我们能做的组合。远东+附近的眼镜眼镜的组合。

2。年轻的家庭:

年轻人喜欢时尚和个性,但是在许多场合,他们无法提出一个很时髦的自己,例如,学生和公正这些人的工作,但离开这些场合宣传他们需要自己的个性。我们能正视自己的投资组合:传统,段+时装节。

3。成人:

来自全国各地的国家的观点,基本上有一些公司相比,和白领上班族的消费能力,而这种人在工作组必须大多是从计算机不可分割的,如果面对计算机使用时间,我们应该在考虑合适眼镜的程度降低多少,但一旦程度较低,因为他们把目光移开时有问题。这些人需要:远与近的眼镜+眼镜。

4。老人:对于年老,老花自然发生的现象是完全正常的,许多地方开始考虑装修好友老年渐进多焦点镜片的思想。但是,对于必要的驱动器和一些中等一些人士及伏案工作所需的老朋友,中老年朋友,穿片向上的活动来进行更多的视野不够开阔。因此,我们需要增加一块给他们一个单一的配件光学玻璃的基础。

组合拳二:从差异区分产品:

1。镜头:

目前,我们的商店的销售有很多镜头,包括单焦点镜头,多焦点镜片,双光,染料片,彩色胶片,偏光片,电脑等片,每个产品有针对性的人群和特殊场合使用,我们可以解决这些组合。

2。框架:

我们内部销售店也很多框架,包括完整的画面,半框,无架,金属架,板材架,飞机和混合等。不是物质的框架截面形状也适用于不同的人群,我们也可以优化组合。

3。隐形玻璃:

多年隐形眼镜,我们扔,扔了半年,季度离开左,两个星期后和投掷日。他们的目标客户群是不一样的,我们还可以进行产品组合。

4。家店面销售额包括:镜子太阳镜,老花,游泳镜,放大镜等。

我们不能只单一的产品性能的基础上,不同的组合类别也可以是这种类型的产品和组合产品的类型。在这种情况下改变很多拳头产品组合。

换句话说,我们还可以区分职业和因而成为一个组合,也就是说,驱动器产品,他需要停止在白天强光驾驶,夜间驾驶增光要求等。验光处方可以进行挖掘,例如强大的客户相比,屈光参差,每天进行日常要求他戴上眼镜,还需要培养一批眼镜是比较差一双眼睛,并维持对所有职能眼睛。

研究一次验光时,我们学到的个体差异,每个人的情况不同的{dy}句话,但我们正在装修的时候,大多数的眼镜与眼镜给顾客,这种眼镜足够客户如何使用呢?当我们只分配到一副眼镜,只要我们的客户使用过程中或在一次内部的不舒服,那么他们会认为你是一个店铺装修的眼镜许多环境,是不好的,是势必造成客户的损失。

所以,我们以前认为是光学的工作很失败。如果我们可以到我们的客户,考虑到工作和生活需要很多帮助他特别为他的眼镜产品,我相信您的满意是完全不同的。同时,我鼓励很多,经过认真的数据分析和跟踪,发现不断促进联合销售,你不能在商店购物的顾客的前提下,提高店铺15%-20%的性能。我也希望更多的企业能够找到一个很好的方法,使商业和尝试。

Combined retail stores glasses Marketing Strategies

Author Introduction: Step heptane, the current distance glasses, general manager of Xuzhou. Eyewear industry management has engaged in more than 10 years of experience. Good at corporate marketing planning, business diagnostics, enterprise resource integration, market strategic positioning. Once helped dozens glasses to enhance the performance of retail enterprises in more than 20%. and to engage in a variety of industry marketing planning, and achieved great success.

time to enter 2007, many glasses retail enterprises have entered a new phase, in the face of many cities supermarket glasses, spectacles through train, the emergence of low-priced stores, many of the investors, or glasses practitioners began to consider a problem. We should move towards these specialty store, where the glasses industry’s future will become what. When a lot of enterprise development has reached a certain stage when the performance began to stop growing or even the performance of landslides, a lot of glasses when practitioners began to analyze this reason is often to draw a few conclusions.

1, an optical shop is now an increasing number of natural diversion of customers, then to the optical shop on the relatively few customers.

Second, the emergence of low-priced stores, leading to significant our shop on the unit price is relatively high, so the loss of customers.

three, poor customer loyalty.

that faced with such a problem, we start thinking about thinking

1: glasses are not only the function of vision correction? That a lot of people will tell me, is not. In addition to vision correction glasses, but also can change the image. That view of the circumstances, whether we can carry out some sales breakthrough.

Thinking II: the face of modern working and living environment are increasingly rich, are a pair of glasses can not be resolved all of their needs, whether they need more glasses.

Thinking three: It is now more and more serious students of myopia, the possibility of an integrated manner through a number of these children’s vision for effective control. Thinking

IV: more and more late modern age, whether they need better glasses to help them work easily. If more than

Say you gave me the answer is yes, then we can start from these details increase our turnover. Certainly. And are better able to do such work in the shop not to increase traffic to obtain a turnover significantly improve.

I personally very much like to watch a boxing match, and all have seen or like boxing knows that the power of boxing combinations are enormous, and that if we can be our product portfolio effectively, and that for us At that time, sales for a completely different situation. Now let’s look at how the portfolio. boxing combination

1: different levels of age to distinguish between customers

1. adolescents:

young people as a result of a long period of adjustment in state inside, and eyes look far and look near the time allocation is very uneven, resulting in a large number of asthenopia the emergence of a pair of glasses that these students are unable to meet the requirements of things look, that is what we can do combinations. Far + near by with glasses glasses combination.

2. young family:

young people like to fashion and individuality, but in many occasions they were unable to present himself as a very fashionable, for example, students and just the work of these people, but to leave these occasions publicity they need their own personality. That we can face up to their portfolio: Traditional, paragraph + fashion section.

3. adults:

in from all over the country of view, basically has the spending power compared to some companies and white-collar office workers, and that this group of people in work must Most are inseparable from the computer, and that if the face of computer time, we should be fitting glasses when considering lowering the number of degrees, but once the lower degree, for they look away when there is a problem. That these people need: far with glasses + near with glasses.

4. the elderly: For the elderly, the naturally occurring phenomenon of the old flower are perfectly normal, many places to start thinking about fitting Friend senile progressive multi-focal lenses. But for some of the necessary drive and some middle-aged and old friends伏案work required middle-aged and old friends, wear tablet progressive activities to engage in more open field of vision is not enough. So we need incremental piece to give them the basis of fitting a single optical glasses.

portfolio Fist II: From Diversity to distinguish Products:

1. lenses:

our current sales shop has a lot of lenses, including single-focus lens, multi-focal lenses , double-ray, dye films, color films, polarizing films, PC tablets and so on, and that each product has targeted the use of the crowd and special occasions, we can address these combination.

2. Frame:

we shop inside sales are also very many frames, including full-frame, half frame, no frame, metal racks, plate racks, mixed planes and so on. Not a material and shape of the frame section is also applicable to different groups of people, we can also optimize the combination.

3. stealth glasses:

stealth glasses for many years, we throw, throw half a year, quarter left, on left, two weeks behind and throwing day. They targeted customer base is not the same, we can also carry out product portfolio.

4. store sales include: sunglasses, old flower into a mirror, swimming mirror, magnifying glass and so on.

we can not only single categories of products based on different combinations of properties can also be this type of product and the type of combination products. In that case to change very many fist to the product portfolio.

other words, we can also distinguish between vocational and thus the product of a combination of, say, the driver, he needs to stop driving during the daytime glare, night driving Zengguang required and so on. Optometry can prescribe to carry out excavation, say, compared Anisometropia powerful customers, day-to-day required him to wear a pair of glasses, also need to train a pair of glasses that are relatively poor eyes, and maintain all the functions of the eyes.

study optometry at a time when we learned first sentence of the individual differences, each individual’s circumstances are different, but we are fitting a time when the majority of glasses are only to customers with a pair of glasses, this pair of glasses that enough how our customers use it? And when we have only allocated when a pair of glasses, as long as our customers use of the process, in one occasion or the environment inside the uncomfortable, then they will think you are a shop fitting many of the glasses are not good, it will inevitably cause the loss of customers.

So think of our previous optical work is very failure. If we can go to our customers, taking into account a lot of work and life needs, to help him tailor-made portfolio for his glasses, I believe that your satisfaction is completely different. At the same time, I promote many of them, after careful data analysis and tracking, found that continuous combined sales promotion, you can not shop to shop under the premise of customers, improve the shop 15% -20% of the performance. I also hope that more businesses can find a good way to make business and try to. (07-12-5)

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