市场营销专业英语 topic 8.ppt

Chapter 8 Retail Marketing Contents 8.1 Increasing Sales from the Existing Customer Base 8.2 Increase Sales by Expanding the Customer Base 8.1 Increasing Sales from the Existing Customer Base It is generally accepted that it is less difficult to increase sales obtained from existing customers. It is not difficult to understand why this should be so. Existing customers are aware of the nature of the offer and support it to a greater or lesser degree. There are a number of possible ways in which sales of existing customers may be increased. Increase the Spend of Core Customers Every business has core customers, customers who visit and purchase both regularly and frequently. It is a relatively easy task to identify these customers and to ascertain their purchasing activities and to establish their preferences. By understanding their preferences (and their dislikes) it should be possible to increase the frequency of their visits, to increase the proportion of purchasing to browsing visits and to expand the size of their purchases. Expand the Core Customer Base Assuming that the retail offer is well supported by the existing core customers, it follows that there should be an effort to identify other consumers sharing core customer characteristics. Given a target customer profile, store catchments areas should be ‘searched’ for consumers with the same or similar profiles. Increase Company Share of Core Customers’ Total Spend There are a number of factors to be considered. The first is to ascertain the share of customer spend the company regularly receives and in what merchandise categories. Another issue may concern customer perceptions of specific elements of the merchandise range. Adjust Space Allocation A regular review of rate-of-sale per unit of space can be helpful in maintaining an optimal level of sales. The combination of electronic of sale (EPOS) data together with space management programmers offers the merchandise manager a