Customer-based Store Control with crosscan cbsm
Due to permanently increasing customer requirements in a strongly competitive environment, customer-centered marketing concepts are today as successful as they are necessary. To gain a customer at the point-of-sale means to respond to his requirements and expectations quickly, in a flexible way, individually and competently.
Especially in the stationary retail market you are, however, confronted with comparably rigid structures and high blocks of fixed costs. The possibilities for having an influence at the point-of-sale are thereby usually limited, complex and expensive. It is all the more essential to use the optimization potential that presents itself in a carefully targeted way that conserves resources. For it is only those who know their customers, who can do business successfully.
Address, Inspire and Bind Customers: Understand Customers!
First you have the choice of location, the design of the storefront, the advertising, the shop window decoration and the attractiveness of the entrance. Do you really know how many passers-by could thereby take an interest in your store, your products and services? We will measure for you if, when and for how long passers-by linger in front of your store. We record - also in terms of direction - the number of persons that enter your shop, as well as the number of passers-by that walked by this time.
Already in the entrance area, you can direct the attention of your visitors to certain product areas and offers. We thereby help you to find out what basic behavior patterns you should take into consideration in this store and if the measures you take to control the customer's interest and the stream of visitors has the desired effect.
Weak sales in certain product groups are often due to weaknesses in the sales room design, product presentation and product placement. We record which routes and linger zones are chosen by your customers. Underlaid with the store plan and the product placement, you will quickly find the potentially "best and worst selling areas" in your store and can (counter)steer them correspondingly.
Here on the sales floor, the customers make contact with the products and this is also where consulting occurs. By constantly recording, storing and analyzing the number of visitors over time, you can finally plan your use of personnel in a need-oriented and yet cost effective way.
In addition to your own requirements in terms of product presentation and service, do you have to live up to high demands on the part of your suppliers? Here you can be convincing - for example through negotiations for subsidies for advertising costs - with reports about product visibility, consulting intensity, service quality and conversion rates (walk-in conversion rate, for example from visitor to customer).
It is at the checkout that the customer is separated from the visitor and this determines the monetary success of the store. In addition, this may well be where the customer makes the decision if to return or not. This is reason enough to see to it that there are no long lines and to immediately open more checkouts if there is high customer traffic. You also have to assess the results, contrasting the resources used with the success in terms of the conversion rate and turnover:
So that at the end of the day you know if you are still on the road to success or if you have to take control of the steering wheel again.
