《百货商场运营管理技能提升（Department store operation management skills improvement）.doc》由会员分享，可在线阅读，更多相关《百货商场运营管理技能提升（Department store operation management skills improvement）.doc（20页珍藏版）》请在三一文库上搜索。
1、百货商场运营管理技能提升（Department store operation management skills improvement）1 why a core curriculum content said department stores operating service quality in the final analysis depends on the customers perceptionQuestion 1 why should we attach importance to department store retail enterprise service qua
2、lity factorsQuality of goods.Commodity priceMerchandise characteristicsmerchandiseInformation serviceSystem serviceQuestion 2 in the store customer perceived service system complaints handling system and after-sale service system are the two most important is what to cardiac complaints handling syst
3、em to cardiac after-sales service systemEnvironmental facilitiesExperience analysis of case activitiesCore 2 department stores stores image - the key forces affecting shop sales1. Brand merchant service imagePre-sale serviceIn saleService in the process of purchasingAfter-sales serviceCustomer follo
4、w-up and return visitHandling of complaints2. Product imageInventory structureSales situationSales seasonWeather, holidays and seasonsOther factorsCase study experience analysisCore content three we every day in a department store operation management tube we wantPrevious department store management
5、 is to manage the suppliers, manage department stores within the relevant transaction department stores management personnel is the executor of the management system of is managementThe symbol of power. But, with the development of economy, peoples consumption demand and change to the department sto
6、re management also puts forward new requirements now department store managementWhat should be tube 1. Management of department stores should be managed first2. Another function of department store management is to be good staff and guide.3. Details management and quality services of department stor
7、es4. The key to success or failure is the details5. Ignoring details in department stores is often the root cause of loss of opportunities6. Department stores only pay attention to detail to distance themselves from competitors7, department stores, to build a details advantage built to last8. Small
8、changes in department stores will affect the overall situationThe details of department stores in enterprise management are the problem of attitudeTen percent of the details of the department store determine 100% of the purchase11. The department store should not ignore every small step2Experience a
9、nalysis of case activitiesCore content four department stores operating principle of customer service and key points of implementationThe principle of customer service in department stores2. Key points for the operation of customer service in department stores3. Relevant standards and specifications
10、 for the operation of customer service in department stores4. The importance of customers in department stores5, department store operations to ensure satisfactory beyond expectations6. The department stores shall operate customers rights and interestsThe basic requirements for customer service in d
11、epartment stores8. Operation service specification of department stores9. How do department store operations handle customer complaints or complaints10. Basic requirements for service and behavior of salesmenThe sales behavior of the department storeStore sales in department storesThe department sto
12、re operation observes the customerStore sales skills in department storesThe department store operates the goodsThe ability quality of the sales staffQuality improvementA heart of serviceHis conscienceHis endurance12. The operation of department stores to receive customers skills13, department store
13、s operating the customers purchasing psychology comprehensive research methodsBring about watchingBring about interestBring about lenovoDesire to bring aboutBring moreBring about decision14. The operation of department stores to different types of customersBring about serious typeBring off typeBring
14、 the discerning typeBring pride typeBring about humility type15. Operation of department stores to understand the customers intention to receive customersA customer who wants to buy a product quicklyThe customer who is watchingA customer who has no intention of buyingThe customer who is bought by th
15、e companyThe company hopes to negotiate with the salesperson to purchase the customerThe customer wants to pick his own customersUnable to make a determined customerThe customers who came by3A middle-aged partnerThe young couples customersA customer with a childA female customer who comes in with a
16、male customer16. The time for the department store to operate and receive customersLearn about your customers interests17, what good will the customer chooseA shop that runs high - end productsA shop that runs a mid-range commodityA shop dominated by low-grade products18. Ways to recommend goods in
17、department storesBring the assistant to the customer to recommend commodities in general have the following several main point The products are recommended in order19. The method of receiving customers when the goods are sold out20. Customers dont like the goods they buy21. Different types of custom
18、er reception strategies22. How can the salesperson motivate the customer to make the final purchase decisiontimingPurchase signalWhat if sales promotion failsThe way to promote sales23. The salesclerk is on the spot to promote the method of customer purchaseHow do you handle customer objectionsReal
19、objection and false objectionThe skill of responding to objectionsListen to them calmlyIs left to the customers understand empathy saidRetelling and clarifying questions raisedRespond to customer questions25. How to deal with customer disputesThe process of customer disputeThe method of handling cus
20、tomer disputesExperience analysis of case activitiesThe core content of five department store clothing display design principlesThe products show the overall unity2, the product puts the tie-in collocation3. The product structure is practical and effective4. The display space is reasonable, smooth a
21、nd guiding.5, goods display unique style and chic features prominent.Core content six department store brand clothing display techniqueClothing display technology is a business skill that a shop assistant should have a good command of.Reasonable display products can play an important role in display
22、ing commodities, stimulating sales, facilitating the purchase, saving space and beautifying the shopping environment. If you can use the goods correctlyThe configuration and display technology sales to increase by more than 10% can be on the basis of the original.41. Theme display2. Overall display3
23、. Neat display4. Random display5. Disk display6. Positioning display7. Related display8. Comparison display9. Classified display10. Island displayAnalysis of problems existing in the display of merchandise in department storesEspecially during the festival, numerous window design formats are identic
24、al, Christmas trees are placed on the Christmas tree, and 38 sections of the womens underwear in the sale of the main promotion, eliminationThe fiver feels visual fatigue, which reduces the effectiveness of promotion.1, the display method is identical, the lack of individual character big department
25、 stores mostly adopt grid and island type display method, the design of shop hall, the design of the escalator, colourDesign, Shared space design, and even in-store POP design are all the same. The malls lack personalities and go into which shopping malls, except for the number of customersGood dist
26、inction, no other attitude difference, regardless of objective, it is difficult to arouse customers desire to buy.2. The display of commodities is too messy and unkempt3. The distribution of each floor of the business hall is unreasonable and not suitable for customers needs4. The design of guide bu
27、ying and buffer space is not in place5. Commodity display is not system, can not effectively highlight the goodsThe core content eight, department store operation commodity display countermeasure analysis1. Grasp customer psychologyUnderstanding customer psychology is the key to the effective displa
28、y of large shopping malls.Consumers enter stores and buy desirable productsGenerally go through perception - interest - note - lenovo - desire -, compare - decision - the whole process of purchase, the consumerThe purchasing psychological process of the person.2. Pay attention to the way of display
29、of goods(1) the goods should be displayed prominently and the goods should be highlighted. The consumer enters the store to focus on the goods, the purpose is to get the goods or letters that they need from a lot of goodsTo achieve this, consumers first have to browse through hundreds of thousands a
30、nd thousands of products to find out what they are interested in.(2) it can be used in the way of commodity group display. The so-called commodity group, the store, according to its business concept, creatively assembles certain relevant commodities together and becomes a sellerA specific community
31、or unit within a field.(3) the atmosphere of the atmosphere of the oven is emphasized, and the method of merchandising is emphasized.(4) there should be fullness, but avoid overcrowding.3. Reasonable hall design(1) it is necessary to design the shop floor reasonably.(2) reasonable use of colors, lig
32、hting, music, smell, greening and other ways.(3) reasonable design of buy and buffer space.4. Product display should be personalized and artisticCore content 9, department store operation display three levelsDisplays vary according to work objectives and resultsDifferent brands to carries on the ana
33、lysis about the present situation of their own display determine realistic goals one step a footprint ground upward of avoid by all means a bite to eat a fatThe idea of a child.1. Neat and standard52. Reasonable and harmonious3. Fashion and style4. What does the department store display bring to us5
34、. Promoting product sales6. Spread brand cultureExperience analysis of case activitiesTen times how fierce competition core content had a department store brands1. The department store has set up its navigation and positioningExpansion is the only way to goThe department store took advantage of the
35、land to accelerate its expansion.The department store is developing towards the mallThe promotion of department stores is an eternal themeHis innovative marketing realize breakthrough.One is knownPlanned marketingTake a different approach4. The service must be hard to grasp5. Try new business mode t
36、o seek breakthroughExperience analysis of case activitiesThe core content of 11 department stores operating management specification1. Establish service standards for salesmen2, coaching and s service level of ascension3, He Jianli customer complaint system4, how to VIP management 5, what service an
37、d monitoring service feedback 6. Refined rules of operation process7. Refined business process8. After summary and finishing refinementExperience analysis of case activitiesCore content of twelve department store field sales management specification1. Sales targets for department storesDepartment st
38、ores sales performance3. Commodity analysis in department stores4. Conduct passenger flow analysis in department storesDepartment stores analyze VIP purchases6. Methods and techniques of department store investigation7. Promotion strategies and methods of department stores8. Operation of department
39、store promotional activitiesCore content 13 department stores operating manual - 9 system of business management1. Regulations on brand entry management2, the shop floor management standard3. Regulations of brand approach decoration management64. Management of the counter personnel5. Product entry a
40、nd exit managementSettlement management7. Regulations on brand withdrawal management8. Goods in and out management9. Regulations on brand withdrawal managementFourteen department stores operating daily management - morning session management systemBriefings stores is a basic management work, to carr
41、y out instructions, arrangement work important way of the stores should hold the morning meeting as required below.1. The morning meeting form2. The requirements of the morning meeting3. Requirements of the morning meeting organizerThe main content of the morning meeting15 department store counters
42、merchandise management specification1. Unified process of receiving and receiving bankWhen his customers shopping by each shop service personnel unified sales receipts issued by His customers by sales receipts to the cashier Derive the customer payment by stamped with official seal and ones sales re
43、ceipts and computer single pickup His customers by computer receipts at the checkout counter or front desk invoice.2, counters per shift order every employee to counters, head of the price and quality standards should be specified in the counter express to customers in the specified location.3. The
44、commodity funds management manual shall be established at each counter4. Counter inventoryTake time to take inventory time with the shopping mallHis monthly inventory of other time counter should be on outside business hours and the floor manager for approval in advancePlease take the counter on your own5. Inventory control of the counter6, shop sales management same proprietary ark7. Preferential goods and discountsThe return or replacement of customers9. Responsibilities10. Internal staff purchase and bulk purchase of preferential discounts for goods11. The safety of the special goods