When we shop at the store, we often find an interesting phenomenon. When you buy shampoo or toothpaste, you will find that some stores can easily find the brand and function products you want. Some stores need to stand. Before the shelf, it takes a long time to find the goods you need.
When consumers go to the store to shop, more than 80% of the goods are determined to be purchased at the store. It can be seen that in the field of consumer goods, a good display can stimulate consumers to purchase and promote sales. So what kind of display in the store can attract the attention of consumers, this is determined by the characteristics of consumers when shopping, each store has different consumer groups in each store, then they will also show different shopping when choosing shopping. demand. For example, in the classification of edible oil, whether it is displayed by brand or according to the function of oil, it is found through investigation that in a certain store, because of the high level of consumption, they first focus on brand, function and price. Then at this time your display should be classified according to the function of the first brand. In an area where the economy is relatively backward, consumers must first consider the price, brand, and function. At this time, your display should be adjusted to display the difference by price.
This is the adjustment that consumer goods companies have to make under the influence of modern sales channels. Before the company spent a lot of time researching what kind of products consumers demand, what kind of products the company developed. However, under the influence of the mainstream channels of today's stores, the new products developed from the perspective of enterprises may be a promising product both in function and in appearance, but they cannot get modern store buyers because the products are put on the market. Recognition, when your products can only be eliminated by the market; examples like this are in the market, and companies have to change their marketing strategies in the face of market changes.
In the traditional marketing method, what kind of products are pushed by the enterprise, and what kind of products are sold by the terminal. Modern new marketing thinking is that enterprises should consider the characteristics of modern channels and cooperate with modern channel characteristics to carry out marketing innovation. The resources of modern channel terminals are in short supply. How to find the entry point for the enterprise, let the channel vendors push you hard, let your products fully display on the terminal shelves, and the company has to consider three aspects:
1. Whether the company's products can bring enough profits to the retailers. No profit retailers must abandon you, they can't give good resources to you with a profit-free product.
2. What position in the retailer's merchandise classification. If your product development is not what retailers need, even if the company believes that good products can't be recognized by retailers; what kind of role does the company's developed products play in the retailer's product classification, what is destined to get retailers? Kind of resource support.
3. Be a category management expert and give guidance to retailers. The brand enterprise should be an expert in category management and give guidance to retailers. For example, a brand of melon tea, whether it is classified into a tea drink category or a juice drink category, his sales are a small part, his sales in the big category competition must be countdown, according to the retailer The regulations, the countdown to sales must be eliminated, but if the product is eliminated, there is no product in this small classification of melon tea, and the retailer will retain the product.
In the summer, people eat hot pot is very rare, consumers sometimes just buy some hot pot seasoning to cook, then the display of hot pot ingredients should be in the condiment area. In the winter season, when the hot pot is eaten, this product can not be displayed in the condiment area as a hot pot. Because the sales of this product will never come up, it should be displayed in the mutton roll, the meatball, etc. Next to the child, this greatly improved product sales.
The market is changing, and corporate marketing should follow innovation. In the past, companies have paid too much attention to research on consumers. At this time, research on modern store channels should be added.
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