Lianjie.com Research: The furniture store is where furniture products meet consumers directly, and it is the first position for furniture sales. In all links, the furniture store is also the final battlefield for the furniture companies. However, in the Chinese furniture market, most furniture stores are still in the stage of extensive operation and management, the cost of opening stores is rising, and the in-store sales are gradually decreasing. Especially under the financial crisis, how to increase the sales of furniture stores has become a problem that managers of furniture marketing From EMKT.com.cn think about day and night.
Since the outbreak of the financial crisis, the biggest impact on furniture companies is that of professional foreign trade furniture companies. Almost in a flash, many furniture companies took the lead. Although domestic furniture companies have not been hit like foreign trade companies, the sales of the furniture stores they operate are mostly unsatisfactory. A large amount of advertising expenses and strong promotion did not bring the expected results. This is undoubtedly a great challenge for furniture companies that have grown in a moderate state for a long time. In the face of operating difficulties, how to minimize the impact of the financial crisis on furniture sales has become an urgent problem that many furniture dealers need to solve. Huang Jiyi believes that differentiated display of furniture products, active customer relationship, affordable promotional activities, and comprehensive service functions are the current solutions worthy of attention by furniture operators.
In fact, attaching importance to the role of furniture stores has long been a consensus, and furniture store operations have become a furniture marketing model and are widely used. In terms of operation level, most furniture stores are still in the stage of extensive operation and management: put some POPs in the furniture store, put a few panels at the door, make good relationships with furniture dealers, and do some gold sales Wait. The result is: everyone in the furniture store packaging has done so, losing its characteristics, it is difficult to attract consumers' attention; the customer relationship has become a promotional bonus compared to the return, you are 50 yuan I will be 100 yuan, but it is increasingly difficult to achieve the expected The effect has even made the shopping guides of some furniture stores open their mouths, and the cost of sales remains high. Therefore, in order to increase the number of furniture stores, it is necessary to make new adjustments to the operation of furniture stores according to the current market situation and make new ideas in the marketing of furniture stores.
1. Different display of furniture products, to ensure that products can "jump" out
Furniture product display is the basic link of furniture store marketing. Usually we also call it hardware. "Multiple, complete, good and new" is its basic requirement. Generally speaking, "many" and "full" involve the input costs of furniture companies, while "good" and "new" reflect the creativity and execution of furniture companies in the packaging and display of furniture products in furniture stores. Differentiating the display of packaged furniture products in furniture stores requires furniture stores to jump out of the basic requirements and forms, make new ideas, and jump out of the usual way of furniture display to attract consumers ’attention and effectively create or accentuate the sales atmosphere. Buy to lay the foundation.
A few days ago, while training for a furniture company in Chongqing, Huang Jiyi visited the company ’s self-operated furniture store. Its storefront hardware is not only “more†and “fullâ€, but also very high-end, with brands placed on every table. A laptop computer is not as good as a high-end furniture store in Shanghai, but its software is not satisfactory. Except for the price tag, there is hardly a single word to explain furniture products. Therefore, Huang Jiyi said to the boss of the furniture company: You have spent all the money you should spend, but you have not done many things that you should do without money.
Although the interior and exterior packaging of furniture stores and the display of furniture products are similar in concept, smart furniture marketers will always find new packaging forms and display skills in this, and skillfully convey the business philosophy and brand image of furniture companies. There are many examples that can be used for reference in this respect: For example, in the display area of ​​IKEA, there are separate display units that show how to match the unique effects of different furniture in different functional areas. Each IKEA store has a group of professional decorators who are responsible for frequently adjusting the display area. The basic requirement for adjustment is to meet the living conditions of ordinary people at home. For example, the height of the back wall is 2.9 meters, which is the height of an ordinary house. If the height is too low or too low, it will cause customers the illusion and make the wrong purchase decision. The color of the back wall must also be neutral, in line with the habits of daily life. . It does not use some special colors to accentuate the performance of furniture, which makes customers feel wrong. Each display unit is marked with actual area. All of these are based on the needs of customers. Customers can move the display of the display area home without change, and they will get the same effect as in the mall.
Contrary to the warnings that domestic furniture stores frequently label "Don't sit on the samples" on the sofas and Simmons beds, in IKEA, customers can sit and try to feel all the products that can sit. On weekends when the traffic is heavy, the couch in the IKEA sofa area is almost full. The "Sandberg" sofa sold by IKEA and the "Galicosta" dining chair also specifically reminded customers: "Please sit up! Feel how comfortable it is!"
IKEA always reminds customers "Look at the label more: on the label you will see the purchase guide, maintenance method, price." For example, on the label of "Four Seasons Quilt" sold by IKEA, it is written like this:
"Four seasons quilt, three quilts in one, one layer is cool and comfortable summer quilt, one layer is moderately warm spring and autumn quilt, you can also put the two layers together, that is warm winter quilt. 65% duck down, 35% duck feathers, quilt jacket is 100% cotton. Four seasons quilt can be washed in warm water at 60 degrees, or it can be dried with a dryer. "
IKEA's "Shopping Mall Guide" reads: "Please be assured that you have 14 days to consider whether to return or exchange." Within 14 days, if you are not satisfied with the purchased product, you can also go to IKEA to replace the equivalent product or return Payment procedures.
If you do n’t know how to choose a rug, IKEA will tell you in the form of a comic: “Use such a simple method to select our rugâ€: First, turn the rug to look at its back; second, unfold the rug to look at it Inside; three is to fold up the carpet to see how it swells; four is to roll up the carpet to see how it looks together.
Before each customer makes a purchase decision, if he knows nothing about the characteristics of the purchased product, then he will definitely feel at a loss. Conversely, the more comprehensive and authentic the product information he has, the easier it is for him to make a purchase decision. IKEA's approach is really brilliant.
The packaging of furniture stores and the display of new furniture products must adhere to two principles. One is to identify the demand points for enhancing the hardware facilities of furniture stores and the image of furniture stores, and this demand is unique to furniture stores. For the classification labels and promotional POPs of furniture stores, a unified format should be used, which provides a powerful guarantee for furniture companies to seek unique displays. Since it is unique, of course it is outstanding, and the effect is naturally good. The second is to form a scale effect, try to achieve display in more furniture stores, so as to maximize the effectiveness of publicity. Differentiated furniture store packaging and furniture display are more likely to attract consumers' attention and favor, and play a subtle role in achieving furniture product sales, which is a catalyst for furniture stores to increase sales.
2. The initiative of customer relationship requires both material rewards and spiritual encouragement
The customer relationship of a furniture store is usually accomplished through a gold promotion. Nowadays, many sales managers or salesmen of furniture companies talk about their feelings of love and hate. What I love is that I do n’t need to do too much work, and it ’s as simple as bringing gold as a promotion, which can not only mobilize the enthusiasm of the shopping guides of the furniture store, but also help the sales of furniture products; hate that many furniture stores seem to be only "Whoever gives more money back to the promotion will pay more attention to the product."
Faced with this kind of customer relationship, is there really no other way to maintain it? Actually, otherwise, Huang Jiyi once gave Shanghai strange furniture (a pseudonym) a suggestion, the effect is quite satisfactory. Huang Jiyi believes that the simple use of monetary rewards for shopping guides in furniture stores is not only easy to encourage the sales of gold sales, but also is not conducive to the objective of the shopping guides in the furniture store to objectively guide consumers to buy furniture products. Phenomenon, once this behavior occurs many times, it will damage the entire furniture store and even the entire furniture brand. Conversely, furniture companies can join forces with distributors to provide training fund plans for shopping guides in furniture stores, and take part of the profits to help furniture stores carry out skills training to train and motivate shop assistants, which can include sales skills training and furniture knowledge. Training, and outdoor team development training, etc. As soon as the move was launched, it was immediately welcomed by the shopping guides of the furniture stores of various dealers.
Helping your own furniture store to train shopping guides through furniture companies not only helps improve their business quality, but also saves a lot of operating expenses. For Shanghai Qite Furniture, this is just to take out part of the cost for the promotion with gold. Through the form of cooperative training, it not only effectively transmits product knowledge, but also enhances the furniture shopping staff ’s awareness of Qite Furniture Company and products. Awareness and goodwill; and concentrated training saves energy and time, and it is easy to do the work thoroughly, thereby increasing the dealer's first-rate rate for peculiar furniture. What is most commendable is that, compared with the competition of the rebate amount, this type of incentive form is easy to change from passive to active, and impress the shopping guides of the furniture store from a deep level to achieve the purpose of maintaining the customer sentiment of the furniture store.
It should be reminded here that furniture store customer care involves a wide range of objects. Furniture companies should do targeted customer care according to the characteristics of different objects, and truly impress the staff of the furniture store emotionally and firmly grasp The initiative of customer relationship, thereby improving the first-rate of furniture products in the furniture store and promoting product sales.
3. Affordable event promotion, often new from the point of noodles
A very important part of the operation of a furniture store is promotional activities. Carrying out promotional activities in a furniture store is like a goal in a football game. Under the financial crisis, furniture product sales are often achieved because of the promotion of the event.
There are many kinds of promotion in furniture stores. Conventional buying and gifting and store promotion are the forms most used by furniture companies. However, many furniture stores often only pay attention to the promotion at a certain time and place, but do not pay attention to the continuity and extensiveness of the promotion. The so-called furniture store promotion should be carried out with points. It is necessary to do a good job in the promotion of a certain furniture store, including novel booth layout, well-trained promotional shopping guide, and at the same time, select a number of key furniture stores to carry out the same The promotional activities have formed a scale effect, so that consumers can feel the appeal of promotion.
For example, the promotion of Hangzhou Kerry Furniture in the furniture store is typical: Hangzhou consumers like to go shopping on the weekends (the locals' custom is called Hangerfeng). Kerry Furniture seizes this point and consciously in Hangzhou Selected the furniture stores located in the large building material stores and the Kerry furniture specialty store opened in the prime location as the promotional position, and specially produced a brightly marked and brightly colored promotional table, equipped with a delicate image of the promotional lady.
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