Due to the competitive pressure of the industry, many flooring brands have been difficult to make a clear positioning of the development of the store, but passively accept the constant "renovation" of the store. The terminal active marketing model, as a new model of terminal sales, has been valued by many well-known companies in the flooring industry. Because the floor itself has the characteristics of low consumer attention, consumers have certain limitations in understanding and understanding the products. Therefore, the introduction of active marketing model in terminal operations will be more helpful to help consumers understand and accept our products, thus achieving sales of our products.
Characteristics of traditional store operations
As a kind of terminal sales model, the sales model of the specialty store plays an active role in the development of the flooring industry. It subverts the traditional sales form of building materials and grocery stores, and is characterized by product concentration, brand prominentness and consistent service. Consumer's favorite. The traditional home store operation has the following characteristics:
1: Target consumer groups have clear purchase targets
The target consumer group of the specialty store is very clear, that is, customers who have the demand for home purchase. For these target customers, the biggest role of the home store is to fully attract and stimulate the customer's buying interest, enhance the customer's understanding of the target store brand, and realize the customer's purchase possibility.
2: Can lead the industry's consumption trend
Affected by the characteristics of the product itself, floor heating belongs to consumers with low attention products, and consumers' understanding of products is more from later understanding and learning. Due to the influence of the information channel of the floor product, it is difficult for consumers to have a systematic and comprehensive understanding and understanding of the product, and the store can precisely realize this function, which is timely when the consumer purchases the product. Introduce and recommend the latest products of the home, so as to achieve the purpose of leading the trend of the industry.
3: Standardized sales management service
Many home furnishing companies are striving to establish and standardize storefront store services, and to establish a complete store management process and service standards to achieve consistency in the sales management services of specialty stores. However, due to the influence of the management of the store and the quality of the sales staff, the standards for the service of the store in the home industry are mixed.
Trends in future store operations
As one of the main modes of terminal sales in the flooring industry, the store has been recognized by many flooring companies. According to statistics, the sales of home-stores in the primary market account for one quarter of the total sales of homes. In the secondary market, the sales of the third-tier market stores accounted for more total sales; these data show that the role of the store in sales and sales should be highly valued.
With the gradual maturity of consumer consumption concepts, consumers' product purchasing channels are also diversified. Consumers have begun to fail to meet the single sales function of specialty stores, and the functional requirements of specialty stores are more obvious. Consumers are more eager to learn and master more purchase information in the store, and even directly decide to buy flooring products. At the same time, with the development of the store's terminal sales model and the gradual maturity of consumers' consumption behavior, modern consumers are not pursuing a single shopping demand. Consumers demand warm and elegant shopping environment; Convenient; meticulous and thoughtful service in the store; understanding and mastering the performance requirements of the product as soon as possible.
Store environment
The role of the floor in the decoration can not be underestimated, the choice of the floor will directly affect the style of the decoration, and affect the effect of the decoration. However, due to the influence of the traditional decoration process, consumers often start to purchase the floor when the decoration style has been determined. Even when the decoration is over halfway, the consumer’s consumption concept will produce a very Great impact. Because consumers began to renovate, they did not consider the importance of floor heating in the overall decoration of the home.
Therefore, the floor industry situation terminal requires that we use the life-based display to let consumers feel the importance of home building materials in the overall decoration effect, and accept the process of home decoration from the heart. While consumers accept our decoration concept, they also leave room for sales of our floor sales.
Store purchase situation
Let consumers feel the warmth and romance of the home environment in a full-fledged store, let consumers feel the importance of home products in products and display personalized stores, let consumers buy our products under the influence of multiple factors, This is the subtlety of the operation of the store.
A specialty store that matches product positioning and brand positioning, a specialty store that carries product culture and decoration style, is the new trend of the future store operation of the overall home furnishing industry.
With the development of terminal diversification, more consumers will have the opportunity to “taste†the “feast†of shopping feelings brought to them by the situational store.
Personalized product customization
Personalized demand has become the mainstream of consumer demand for products, and consumers are beginning to pay more attention to product personalization. We can no longer meet the needs of all customers with the same type of products. In the field of home decoration, the determination of the decoration style represents the beginning of the renovation activity.
For the flooring industry, in the specialty store, according to the characteristics of each period of decoration style, design and leave the decoration style experience area, is to let consumers fully feel the individualization of the overall home products, and recognize the importance of choosing the decoration style in the home decoration. It will play a positive role in our follow-up store sales.
Store display stage
The home environment is the stage for the decoration owner. The product display of the specialty store is to build a stage for the future owner, and let the consumer feel through this stage. The factors displayed in the store cover many aspects, including: home products, store services, lighting, color, smell, sound, voice, etc. Through the combination of these factors, the product display is enriched and diversified.
Nowadays, the operation of more and more brand stores has been extended and cultivated to cultivate the loyalty of consumers. The development trend of “environmentalization, product personalization, display stage, and purchase situation†presented by the store operation is on the brand. Terminal refinement operations are becoming more and more important.
Concerned about surprises
Tags: flooring industry terminal sales floor brand store purchase operation
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