48小时门店购买者调研分析手册.pdf

与重点客户与重点客户一起洞察商机起洞察商机 4848小时门店购买者调研分析手册小时门店购买者调研分析手册 主要目标主要目标 • 介绍门店购物者调研的实操方法 • 结合结合门店店调研设计有购物者洞察力的销售故事设计有购物者洞察力的销售故事 CAMPCAMP介介绍绍 - 什么是门店购物者调 研系统 - CAMP主要概念介绍和 分析流程 CAMP 界面 CAMP 界面 如何运用CAMP进行快速的购物者调研 竞争对手分析竞争对手分析 客户评估 - How does competitor’s value share build up? Who wins? - Where else do the shoppers shop? What’s the retailer’s objective? - How are the competitors perceived by shoppers? 门店品牌价值分析 目标购物者分析 - Which group should be focused on? - How are the retailers perceived by shoppers? - Which are the most important segmentations? g pp - What are the strengths and opportunities? - How do the different segmentations contribute How do the different segmentations contribute - Why do shoppers prefer one retailer by to the retailers success? another? What’s the differentiation? - Which segmentations over-proportionally spend in the retailer versus city average? Customer Competitors AssessmentAssessment AnalysisAnalysis StoreStore TargetTarget Equity shoppers 零售商的目标是什么? To achieve bigger value share in the market by attracting more shoppers in the store, convincing current shoppers to spend more, and attracting bigger spenders. 市场分析分析模型 (门店水平)