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现在门店的促销活动形式有很多，眼花缭乱，各种零元购，充值500元送1000元，买一送三。。。层出不穷，然而顾客经过多轮的洗礼，已经逐渐成熟，所以，绞尽脑汁做的活动效果往往不尽如人意。越是活动效果不好，商品部或营运部就越想要去设计更吸引顾客的活动方案，如此循环，商品部或营运部在活动方案设计上就花费了大量的时间，从而没有时间走向顾客和市场，得不偿失。
那么，门店应该怎么促销才能既有销量又有效率呢？我们应该从促销的本质说起，促销的目的是降低商品的实际成交价，从而达成成交。看似复杂多变的各品类商品促销，我们把它分解成五步：第一步，在每个品类的商品中优选1-3个单品和品牌商沟通谈判，提供优势陈列、优先推荐、销量保证等条件，获取优势供价，在保证品类平均毛利的前提下把实际成交价打到基准供价附近，成为该品类的本次活动爆品（奶粉纸尿裤不建议）；第二步，按中类挑选出一线知名品牌条码，在其中选择3-5个具备价格优势的条码进行特价促销（低于市场实际售价）；第三部，按中类把各品牌或各小类按满减、满送、特价的方式，保证各品类毛利的前提下做到和市场实际售价持平（基础促销）；第四步，按门店活动主题，全店或大类进行满送、满减、充值送等活动；第五步，淘汰类商品特价出清。
第一步的爆品，强调提前谈判，提前备货，确保基本毛利率，惊喜的售价；一定要达到惊爆的效果，陈列上必须堆头、端架等大陈列面多点陈列，每两周更换，做到爆品天天有。第二步的特价要确保比现市场实际售价略低，陈列上要确保大陈列面陈列（堆头），每两周更换，做到特价天天有。第三步的基础促销确保的是顾客到店看到的每个商品的价格是合理的，所以一定要做到全覆盖，每两周更换促销形式（满减、满送、特价轮换），基础促销天天有。第四步的主题促销是跟门店的主题活动走的，促销力度按月度、季度、年度活动费用比，促销时间按主题活动档期走。第五步的淘汰类商品按指定位置保本价清货。
按照这样的促销活动机制，推动采购不断的和供应商、品牌商协商谈判爆品、特价和主题活动的各种费用分摊及选品、优化等商品筛选工作。门店根据既定的促销活动内容，制定相应的话语话术，做到顾客走进店门，欢迎语后面说一句什么话，顾客走到哪节货架，就说相应的哪三句话，从而让推荐落到实处，让新店员快速上手。顾客到店后感受到各品类优惠的价格，店员只要稍加引导，自发性的多品类购物成交就能达成。从而推动销售额的上升，毛利额的上升，而多品类购物又提升了顾客的忠诚度。
具体调整实施需要从执行力、配合度高的门店开始，边调整边修正边确定规则，获得一定经验后扩大门店执行数，进而推广到所有门店。
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长沙9岁的君君（化名）被头痛困扰两年多，头痛情况时好时坏，大多能够忍受。前段时间天气变凉，头痛愈演愈烈，上课也容易分神，老师都反应君君上课期间“小动作”频繁，不停的用手挤压眉头，还…
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国庆节就要到了。茶楼如何做好营销活动？
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国庆节马上就要到了，又到了各大店家争抢生意的时候，作为一家传统茶楼应该如何进行营销活动，以达到盈利并扩大品牌影响力的目的呢？ 一、会员打折 打折是顾客能够最直观感受到的活动之…
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抖音过亿GMV操盘手保姆级教程（内含干货脑图）
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作者 | 陈十亿 编辑 | 冰清 在顶流主播李佳琦不在日子里，品牌们都在做什么弥补空缺的份额？ 上周，刀法品牌操盘手俱乐部针对这一话题发起了激烈讨论，我们发现，在各大平台做自播成为…
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短视频引流推广方案
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易媒助手，一键管理抖音、视频号等近70+主流自媒体账号，文章、视频一键发布至30+平台，做品宣、矩阵、收录、引流必备神器 短视频引流推广方案： 想要高效稳定引流量，可以使用虾果工具…
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今日流量卡推荐5个月9元，长期29元100g500分钟通话，还送视频会员李连杰晒妻子近照，61岁利智衰老似奶奶，62岁黄秋燕却美丽动
作者：狡猾的流量卡商 这个联通卡，前5个月9元，6个月后长期29元100g流量500分钟通话，还送爱奇艺腾讯视频等软件会员。光会员都值10元了，如100g流量够用的小伙伴们可以上车…
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茶楼老板太会玩，“免费喝茶”，反倒一年盈利248万，太牛了
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今天要给大家带来的案例是：四川有这么一家茶楼，老板利用“免费喝茶”，在短短一年的时间里，疯狂盈利248万。 【1】案例背景 孙总就是这家茶楼的老板之一，同时也是今天要给大家介绍的案…
