What are the marketing programs for opening a convenience store?

The marketing of a convenience store is somewhat unique and distinctly different from a supermarket hypermarket. Convenience stores because of its volume and characterization, selling convenience services, goods become an integral part of the service. Although the same need to attract traffic and promotions, but because of its radiation zone is generally within a few hundred meters, the precise consumer population is limited, generally rarely see the obvious promotional marketing. Supermarkets and hypermarkets, on the other hand, pursue a complete range of products and single product volume sales, with the aim of attracting traffic and allowing customers to purchase enough at one time, thus driving overall sales to improve. That convenience stores generally have what marketing methods?

One, membership points, set point attraction

Convenience store services is a certain area around the consumer, so a stable re-purchase rate is the goal of the convenience store. The best way to increase the repurchase rate is to establish a membership system. Become a member to enjoy long-term preferential and discounts, realize points, collect points, so as to exchange the purchase of certain goods, on the attraction and conversion of consumers have a very good effect.

Two, new product recommendations, linked discounts

The number of standard convenience store single product is generally about 3,000, which is summarized by the data. But the goods are not static, in addition to the public perception of the standard products, in the fresh food bento, daily baking snacks and other categories to be frequently replaced, this time consumers taste and understand the key, because these categories of gross profit contribution to the convenience store is very large, and therefore are the focus of the activities recommended.

At the same time, consumers in the checkout, the clerk will often recommend other products, such as adding a dollar for a free one, etc., or recommend other products, has achieved the purpose of increasing the unit price. This is also a convenience store is different from the supermarket, never do large-scale merchandising, but its single product management is even more supermarkets, the number of recommended goods is also limited.

Three, seasonal goods, limited time rush

Seasonal, each retail format is the promotional season, convenience stores are no exception. Take more is a limited time rush, such as the summer launch of the original iced fruit tea, ice cream, the activities of the end of 7 days, thus making its sales. Customers arriving might stop by to buy some other goods, such as selling some Kanto boiled, steamed buns, bento, have a breakfast.

Four, social marketing to realize the activities of fission

For non-chain brands or ordinary community convenience stores, often facing more competitive pressure, often need to realize the activities of the landing through community marketing and social fission. Want to let the customer sweep code into the group, there are no prizes as bait is not possible, into the group can be purchased through the purchase, seconds, lottery activities to increase customer stickiness. Some of these small programs can be achieved.

In the community is relatively mature, the community group buying and so on can be carried out to achieve better supply chain integration, to bring benefits to customers, to achieve profitable growth of the convenience store. However, the community is an operational system, not simple marketing and activity techniques can be fully carried.

In summary:

Convenience store is to provide services to consumers, there will never be a big box store to make a pile on the ground, thousands of cases of Coca-Cola to do promotions. Convenience stores also need to increase customer traffic, improve conversion, improve customer orders, continued repurchase, but also through single product promotions to achieve the goal. Convenience stores need every single product to have customers to buy, otherwise the single product will be eliminated, take the marketing approach is different. Therefore, as an operator to have a clear understanding, this is for the physical convenience store, but if the integration of online and offline, to achieve the new retail and social fission, the marketing space is relatively large.