Yihao Classroom
Four Essentials for Bakery Store Management: Display, Service, Operations, and Promotion!
Regarding bakery shop management, many store managers often ask about effective management strategies, operational approaches, and maximizing store profitability. Below, Xiao Xiao Kai outlines four key elements of store management: display, service, operations, and promotions, and discusses each to offer helpful insights.
I. Store Display Management
Product display is not only an art but also a science. It uses visual communication to connect with customers, leveraging product shape, color, and functionality. Artistic arrangement and coordinated environments showcase product features, enhancing appeal and customer understanding. The goal is to capture the customer's eye, hand, and heart: dynamic displays enhance store atmosphere; standardized displays project professionalism; categorized displays facilitate searching; and comparative displays encourage exploration and engagement (capturing the hand and heart).
Store Display Requirements:
1. Tailor product display to consumer psychology. Consider how to attract attention: key products should be prominently displayed; clear thematic product messaging; and engaging design.
2. Beyond attention, generate interest. Consider: color and accessory use; focal point creation (e.g., using lighting to highlight key products); and related product placement.
3. After generating interest, cultivate purchase desire. When desire arises, a need for "assurance" follows. Highlight: visible quality; popularity; advantages over similar products; and create a sense of loss if not purchased.
II. Store Service Management
1. Appearance
Neat appearance is essential for providing customer service. No customer wants service from a disheveled employee; conversely, all customers appreciate a clean and well-presented employee. Therefore, employees should maintain neat hairstyles, clean faces, and clean, coordinated uniforms to create a positive impression.
2. Conduct
Good conduct is crucial for projecting a positive service image. Simply put, employees should maintain proper posture (standing, sitting, walking) and be polite and courteous. Customers observe employee behavior during purchases. Slouching, fidgeting, or using inappropriate language will likely create a negative experience and prompt customers to leave.
3. Customer Service Etiquette
Employees need neat appearance, proper conduct, and excellent customer service etiquette. Appearance and conduct provide a surface-level impression, while good etiquette creates a deeper service experience and significantly impacts customer satisfaction.
III. Store Operations Management
1. Information
The timely, effective, and accurate use of information from headquarters and the store, communicating goals, gaps, achievements, and issues with employees, helps achieve overall economic indicators. Communication reduces negative rumors.
2. Expenses
Expense control is crucial, especially personnel costs, which often represent a significant portion of gross profit. Controlling other expenses such as water, electricity, telephone, and packaging is also necessary. Effective adjustment requires careful management consideration.
3. Assessment
Operational success is reflected in profitability, but assessment is needed to ensure accountability. Shifting from position-based authority to a system where rules and regulations govern assessment ensures that everyone is held accountable, reflecting the accuracy of operational results and ensuring fair rewards and penalties, promotions and demotions.
4. Inventory Check
Inventory checks measure operational performance. Daily operations cannot accurately account for hidden losses. Inventory checks ensure timely and accurate adjustments to inventory losses.
5. Inventory
Inventory is a significant challenge and key performance indicator in store operations. Accurate inventory data from computer systems enables optimal ordering suggestions and effective inventory control.
IV. Store Promotion Management
With increased competition, shrinking market areas, and shorter customer shopping times, it's crucial to highlight discounted, high-value, and special-priced items. Hosting fun, engaging events or seasonal/holiday promotions, emphasizing product functionality, and enhancing purchase desire are key. Prominently displaying popular, special, and high-quality items, along with everyday essentials, and emphasizing price to increase purchase opportunities, achieves increased sales. Promotions are a common sales tool. Individual stores can use methods such as parades, DM distribution, event marketing, member discounts, and online marketing. However, individual stores should note the following:
1. Promotional Incentives are Key
Unlike branded counters in shopping malls, many individual stores lack high brand recognition. Promotions must offer attractive incentives. Some promotions aim to boost overall sales through a specific product. In this case, link the promoted product with bestsellers to increase average transaction value.
2. Cultivate Local Area Atmosphere
Store promotions should extend beyond customer interaction to encompass the local area, creating local impact to maximize customer traffic. In short, promotions require careful planning and execution, reflecting the shift from "stationary business" to "mobile business." Promotions must reach out and draw customers in.
Latest developments
WeChat Public Number
Shandong Yihao Food Co., Ltd
Telephone:86-531-86933666
Fax:86-531-86937666
Mailbox:yihaoyouzhi@163.com
Website:www.yihaoyouzhi.com
Address: Daqiao Economic Development Zone, Tianqiao District, Jinan City (Yihao Food Industrial Park)