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    值得學習!這家母嬰店用“玩具免費送”引爆成交量

    行行 2019-06-13 11:05 Tags: 閱讀數: 評論:0

    導讀:經營的最終目的是盈利,盈利越多績效就越好,如何挑選消費者買單的產品才是保證銷量的關鍵因素。母嬰店一開始基本上都是從賣奶粉、紙尿褲以及奶瓶奶嘴等發家做起來的,玩具始終處于“配角”的地位,要么被擺放在角落,要么在樓梯拐角,還有放在二層的。問其原因,有的說大玩具單價太高,客戶都不愿買;還有的說小玩具利潤太薄,門店沒錢可賺。今天,送大家一個好用又有趣的“玩具免費送”的方案,讓玩具搖身一變成引流大殺器。

    免費奶粉試吃、免費尿布試用、免費嬰兒游泳、免費體驗早教課程、免費抽獎……母嬰店中名目繁多的免費促銷讓人應接不暇。“玩具免費送”不同于以上這些,它的關鍵點在于顧客需要先預存才能免費領取玩具,在使用預存款的過程中,門店可通過設置門檻,讓顧客追加成交,最終達到門店盈利、消費者得利的目的,實現雙贏。

    1
    預存XXX元,即送等值玩具

    首先要想一個噱頭,可以是節假日活動,也可以是年中大促或是店慶,給消費者釋放一個“機會難得,優惠多多”的信號,朋友圈推廣文案可以這樣寫:為感謝新老客戶一直以來的支持,本店特推出“玩具免費送”活動,活動期間預存多少錢,即送等值玩具,存的越多,禮品越大。(例如:預存198元送價值198元的玩具一件;預存98元送價值98元的玩具一件;預存38元送價值38元的玩具一件。)限前100名顧客參與,先存先得,額滿即止。
    2
    設置體驗區,讓寶寶自主挑選

    在當今產品和渠道眾多的時代,酒香也怕巷子深,好的產品如果只是躺在貨架上安心睡大覺同樣無人問津,如果不試玩,那么對孩子來說,貨架上的玩具只是一個擺設而已。跟電商相比,我們要善于發揮母嬰實體店“體驗”和“服務”的優勢,其中,“產品體驗”是母嬰店最大的亮點。

    因此,如果真的想把玩具當成門店的重要品類來做的話,首先要先把一些玩具的包裝拆掉,讓大家能看到玩具的整體形象;其次,要特地留出一塊場地作為玩具體驗區,可以爬爬墊為底,用塑料欄桿圍起來;最后是要把所有的玩具都拿出一個樣品拆開供顧客免費試玩,做好體驗式銷售很重要。

    門店針對198元、98元、38元三個價位的玩具,各挑選三款供客戶選擇,門店再將這9款玩具的樣品都擺在體驗區,供寶寶們免費玩耍,這樣做的目的是讓寶寶自己挑選心儀玩具,從而加速客戶掏錢預存。

    3
    預存款使用有技巧,特價除外

    無論是贈券促銷還是預存款促銷,都是門店常見的促銷方式,對于提高顧客的復購率,培養顧客的忠誠度是有一定作用的。但是在預存款的使用上,門店需要反復跟顧客強調好規則,設置好門檻。例如:客戶每次消費滿100元可抵扣20元,每次抵扣完還附送價值9.9元的小玩具一個。

    另外,“玩具免費送”的關鍵點還在于特價產品不能參與,否則一次促銷門店將損失很大,違背了促銷的初衷。因此,門店在活動時需標明特價商品,引導消費者實現針對性購買。在此,門店需要將全場通貨商品或是毛利率低于40%的商品都設置為特價商品,不參與活動,這樣就完成了針對性購買。

    4
    選品有門檻,價格需匹配價值

    在母嬰店促銷過程中,購物送贈品的方式是大家經常會用到的。但是有的門店為了招攬顧客常常把贈品的價值故意夸大,于是一個價值3元的小手巾變成了價值10元,一個價值5元的相框變成了20元,消費者一經比價,更是對門店的信任度和好感度降低。基于成本考慮,門店可在做本活動前把倉庫里堆放已久或是進價低的玩具都找出來,但是也不能以次充好,價格必須匹配本身價值。

    此外,還可以向玩具廠家尋求支持,借著開發客戶的名義,請廠家給出最低成本價,通過這些手段確保活動玩具的成本不超過原價的4折。

    5
    玩具免費送,是虧還是賺?

    有行業內人士稱,玩具一般是4-6折供貨,假設顧客預存198元,可免費領走一個原價198元的玩具,即扣除成本79元,門店還保有119元收益;顧客預存98元,可免費領走成本為39元的玩具,門店還有59元的收益;顧客預存38元,可免費領走成本15元的玩具,門店保有23元收益。

    對于預存款的使用,客戶每次消費滿100元可抵扣20元,客戶要使用完198元預存款需分10次抵扣需消費滿1000元。由此看來,門店在保證利潤的前提下還能掙一筆,又有成交量又有留存率,可謂是一舉兩得。

    寫在最后:玩具作為典型的非標品,是實現門店差異化的重要品類,還能加強消費者體驗,可見,玩具很可能成為母嬰店破局的關鍵。如何利用好玩具提升銷量帶動盈利,是每一位店長必須認真考慮的問題。

    部分內容來源:野火講促銷

    文章來源:新母嬰店

    聲明:母嬰行業觀察尊重行業規范,每篇文章都注明有明確的作者和來源;母嬰行業觀察的原創文章,請轉載時務必注明文章作者和”來源:母嬰行業觀察“,不尊重原創行為將受到母嬰行業觀察的追責。

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