重点客户管理之.ppt

Merchandising at the point of sale 在销售点陈列 Tangible intangible benefits for retailer 消费者的有形及无形利益 Tangible benefits 有形利益 Time saving-finding products easier. 节省时间-更容易找寻商品。 Stock available to purchase. 买到要买的货品。 Better quality of choice.更多品种选择。 Improve loyalty 改进顾客的忠诚度。 Enhanced displays allow more opportunities to make purchases. 增进陈列能把握更多的机会。 Intangible benefits 无形利益 Gain information on retailer. 从零售店获得有关资料。 Increased satisfaction.增加满足感。 Easier to shop from a logical layout. 井井有条的排列更方便购物。 Receive correct brand messages and knowledge. 得到正确的品牌信息和知识。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Merchandising at the point of sale 在销售点陈列 Shopping from the regular shelves 在固定货架购物 Purchases are planned 事先安排的选购 Fixture sales dominate 固定货架支配销量 Selection time is limited 选择时间非常有限 Space should reflect demand 位置应能反映需求 Purchases of many products are Pre-planned, and the consumer approaches the display with and intention to buy a preferred product. 许多要购买的产品在事前已计划，当消费者接近陈列时就会有意图选择更喜欢的产品。 An organized and consistent display fixture is critical as most volume is normally from the fixture. 一个系统及固定的陈列是很重要的，因为大部分的销量都从固定陈列得来。 Brands must be clearly visible and accessible as selection is normally made in very few seconds. 品牌必须明显排列及顾客能接近选购因为选购通常只是几秒钟罢了。 Many customers will leave the shelf without purchase rather than buy an alternative product. 如果顾客找不到所要买的产品，他们大多数都空手离去多过于选择另一个产品。 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd. Merchandising at the point of sale 在销售点陈列 On-shelf display 在货架上陈列 The important of shelf display will vary between product categories. 货架陈列的重要性对于不同的产品种类是有区别的。 In general, shelf display offers the best opportunity for on-going sales volume, reserving off-shelf daily features for promotional activity supporting short term sales objectives. 总的来说，货架陈列提供日常销量的最好机会，但是保留某些货架以外的地点给促销活动将能扶持短期性的促销目标。 Regular