It's getting harder and harder to run a physical store. How to solve the problem to survive?

According to the Economic Daily, in 2020, about 365,438+10,000 physical stores in China chose to close because it was difficult to maintain operations. In 20021year, about100000 physical stores closed down one after another. Facing the current economic situation, the future of physical stores is worrying. How do physical stores persist in the private economy on which tens of millions of people depend?

In order to survive in today's market environment, physical stores must have marketing. However, many physical store owners are confused when they encounter marketing plans. The biggest problems they encounter are: how to make customers willing to spend money to buy things after entering the store, how to turn new customers into old customers, how to keep them spending, and even bring other new customers. In view of the above problems, I share some suggestions.

First, the drainage problem: how to let customers into the store

When shopping, you may have noticed that many shops have billboards with discount promotions, but they still can't attract people. In the final analysis, the drainage method is too single, and businesses need to develop new drainage methods.

Experience drainage: The key is to use the word "free", such as free goods experience and free trial.

Free delivery of related products, free drainage: free to eat hot pot bottom, free to eat beer and drinks, etc.

Drainage of public welfare activities: provide free services such as food, clothing, housing and transportation for shopping mall cleaners and sanitation workers.

Mutual drainage of business circle alliance: horizontal alliance, discount, multi-channel drainage and resource sharing with multi-industry merchants.

Second, the interception problem: how to retain customers entering the store?

Lock customers with members: turn users into store members, let members enjoy exclusive rights and discounts, and improve consumer loyalty.

Lock customers with services: Compared with online shopping, the biggest advantage of offline stores is that customers can see and touch goods in physical stores and enjoy the services of stores. For example, the biggest advantage of a clothing store is that customers can try on clothes, so a good storefront environment and warm and thoughtful service are also very important factors.

Third, the problem of financial retention: how to promote customer consumption?

In addition to providing good services to consumers, we can also make use of consumers' psychology. Everyone wants to spend less money on better things. As long as the store makes consumers feel that they are "taking advantage", most customers are willing to place orders.

Fourth, whether to stay or not? How to turn new customers into old customers?

Keep in touch: treat every new user with care, communicate regularly, and keep abreast of user needs.

Empathy: Make friends with customers and let them feel that the merchants are sincere to them.

Word-of-mouth publicity: the word-of-mouth of the product is good enough, the promotion is strong, and the recognition will become higher.

Marketing activities: Carry out marketing activities on a regular basis, enhance user participation, make customers get benefits, and at the same time, their new users can continue to make deals and become loyal customers.

Service upgrade: Only when products are constantly updated and services are constantly improved will they be recognized and supported by customers.

Five, fission problem: how to make customers bring more customers?

The traditional marketing focus is from merchants to customers, and now the marketing focus is from customers to customers. Businessmen say ten words, not as good as old customers say two. Therefore, we must make rational use of the existing old customers in the store and share them through multi-channel marketing activities such as group battles and coupons to form a continuous customer fission.

The recommendation of old customers can help us reduce the time and cost of gaining the trust of new customers. The power of word of mouth will undoubtedly bring about a chain reaction, which will multiply the profit of the store.