How to understand the improvement of display sales performance

Shao Ligang Character Cards China Garment Buyers Forum Invited Experts China Garment Data Analysis Actual Combat Experts Nine School Organizations Consultation Management Principal Consultant Beida Japan Research Center Special Fellows China Fashion News (CFW): How do you understand the effect of display on performance?

Shao Ligang (hereinafter referred to as Shao): It is only a means for companies to invest in people's property as terminal display design, and to enhance corporate brand image. The ultimate goal is to improve performance through image improvement.

CFW: So, how does the display effect the performance improvement?

Shao: If we just look at the results of the performance, we do not seem to see the effect of display. However, if we make an effective breakdown of performance, we can clearly analyze the impact of the display on performance:

Performance = Customer Unit Price x Purchase Quantity (Purchase Number = Number of Shoppers x Purchase Rate)

The influence of the display on the number of people entering the store is mainly reflected in the external visual design of the store. If a store can meet the criteria of “story, theme, relevance, seasonality, and visuality” in the display design of exterior windows, it will be easy to attract customers' attention and increase the number of customers entering the store at the first time. The achievement of performance transactions is well-grounded.

CFW: After the customer enters the store, what display design can increase the purchase rate?

Shao: The increase in the number of purchasers needs to strengthen the display design of the passenger line and visual line in the store.

The impact on the passenger line mainly comes from the visual planning of gold and the display and placement of shelves in Nakajima.

The impact on the visual line mainly comes from the “magnet area” display area level of PP+IP. If the display design of the passenger line and visual line is successful, the increase in the number of customers purchasing will become a matter of course.

However, the increase in the number of purchases does not mean that the performance will definitely increase. We also need to consider the factors of the customer unit price.

The increase in the customer unit price reflects the 1+1 sales model. It is necessary to do a joint sales space plan and a scalable display design on the display.

CFW: Which of the customer's unit price and the number of buyers will have a greater impact on performance improvement?

Shao: The increase in the unit price and the number of purchasers has a great influence on the improvement of performance. But in the end, which element has a greater impact? This requires specific analysis of specific issues. The expert team of Nine Schools believes that high-end brands need to pay more attention to the customer unit price, while low-end brands need more attention to the number of purchasers.

From this we can say that the effect of display on the improvement of performance is indisputable, but the operational focus of display design has to be differentiated due to different brands, and it cannot be pursued impersonally, but it needs to be tailor-made. There must be a clear understanding of this point.