The emergence of a free market in Russia has led to increased competition between entrepreneurs. Stores are fighting for their customers. To be successful in this field, you need to correctly develop a marketing concept.
Instructions
Step 1
The first step to successfully attracting customers to your store is choosing a good location. The best location for any store is busy intersections, shopping centers, major transport hubs such as a train station, airport. This location automatically increases the flow of visitors, which gives the store a significant competitive advantage.
Step 2
However, a good store location is not everything. Even if you have a high flow of visitors, this does not mean that all of them will become buyers. Without an objective analysis of competitors, studying the target audience and gaining customer loyalty, that is, their positive attitude, no trade enterprise will be successful. The latter is the most important in developing a marketing strategy.
Step 3
Loyalty has nothing to do with reason. It is based on emotion. What influences it? Sales, discounts, promotions attract buyers only for a short period of time. Price doesn't build loyalty. If the store has a pleasant atmosphere, polite salespeople and consultants, high-quality products on the shelves, then, despite the fact that prices may be higher than those of competitors, customers will come to such a store. And they will also recommend it to their friends and relatives.
Step 4
If you are in the city center, then focus on business people who are constantly on the move, which means that they need to organize the possibility of a quick purchase of the necessary goods. If you are located near a large market, then be prepared to receive housewives and retirees.
Step 5
Once you've decided on your target audience, start building loyalty. There are five types of buyers, for each of which you need to choose your own key.
Potential shoppers are shoppers who visit your competitors' stores. To attract this type of shopper, you need a sign that grabs their attention and reminds them to shop. Advertising on radio, television or in newspapers also works well to attract them. In short, you need to do everything so that the potential buyer does not go to your competitors.
New customers are nosy ones who have been attracted by your ad but don't need the products in your store. Your main task is to create a positive emotional attitude in such a buyer. Whether your new customer will become your client in the future will depend on what your interior decoration, assortment, convenience of purchase and professionalism of the sellers will be like.
Non-preference shoppers in the third group don't care where to buy. It will play a role here whether you have something that your competitors do not have. It can be discount cards, a wide assortment, and competent expert advice. If the buyer gets more from you than from your competitors, he will surely become your regular customer.
Regular customers shouldn't be left unattended either. It is best to use an individual approach here, because such a person will recommend your store to other people. Discounts, promotions, birthday greetings create positive emotions that are much stronger than rational thinking.
And the last type of customer is the loyal customer. Loyal customers are happy with everything and advertise you everywhere, becoming a walking free ad. Such buyers need to be cared for and cherished so that the pendulum of their emotional experiences does not swing in the other direction.
