Break through the bottleneck of POS machine information collection

Qingliu County has a resident population of 152,000, and has 13 townships and 610 retail customers, including 157 five-star customers, 185 four-star customers, 216 three-star customers, and 37 two-star customers. There are 15 star customers. It sells about 5,800 cases of cigarettes, 9.5 per capita annual consumption, and 7 people engaged in cigarette sales, including 4 customer managers. By the end of 2011, there were 40 POS scanners in the county, accounting for 7% of the total number of households. The proportion of household average bills and customer activity was only slightly higher than the city average. In 2012, according to the requirements of the 2012 PC-POS work target of the Municipal Bureau, the number of target customers installed by Qingliu Branch was 50, and the proportion of target customers was 8%. The scanning requirements were “guarantee the quality of scanning code and promote it steadily”. Principle, gradually improve the pos scan rate and scan code accuracy. To this end, Qingliu Branch began to conduct public relations on the subject from the tenth week to improve the scanning rate and accuracy rate, and strive to make new breakthroughs in 2012.

I. Analysis of the "two elements" to constrain the difficulty of information collection

The right medicine is the key to solving the problem. The information collection pursues the representativeness of the sample collection and the accuracy of data collection. In order to better formulate countermeasures, in the preliminary work, Qingliu Branch found out the information collection through a large number of field investigations, group discussions and centralized analysis. The difficult factors are mainly reflected in the two aspects of low scan rate and low scan accuracy.

(1) Elements with low scan rate:

1. The concept consciousness cannot keep up. Cigarette scanning code sales is an e-commerce work that has been gradually promoted in recent years. From the external environment, Qingliu is a small mountainous county, the information and retail industry is underdeveloped, and the atmosphere of e-commerce application is weak. From the internal environment, the operation of cigarettes Most of the small shops where customers are bundled with food and tobacco are subject to certain restrictions in terms of consciousness and technology, and it is difficult to achieve it overnight. The traditional management model has created the business sense of “sitting business” for customers. The vast majority of customers rely on regular consumption and sitting and other consumption, and actively change themselves. The awareness of “trading” is basically not, and they do not like to accept new things.

2. The hardware conditions are not mature. The same location of the computer, scanner and checkout counter is the basis for scanning. Although there are more than 300 customers in their own computer network, due to the restrictions of the business environment, some customers' computers are at home, some customers' computers and cash registers. The stations are separated and placed, and the number of customers who are truly eligible is small.

3. The technical conditions are not complete. Scanning system is limited to the scanning of cigarettes, and often needs to update the system. Cost accounting can't involve other commodities. It doesn't mean much to retail customers. Plus, the customer manager doesn't have much benefit and benefit to scan customers. Interpretation, the customer feels that it has increased the workload to a certain extent, and it is subjectively difficult to accept.

(2) Elements with low accuracy:

1. It is customary to develop. More than 80% of retail customers are middle-aged people or women over the age of 40. This group generally uses less computers, and even does not use computers at all. When using computers, it is often remembered that the computer is turned on, but the scanning system forgets. Open, when there is no time, there is no awareness of actively playing the computer. The habit of not being developed leads to frequent forgetting of scanning, and there is a large amount of phenomenon that the sales are not scanned, resulting in inaccurate data collection.

2. There is a misunderstanding in understanding. There is a misunderstanding about the scan sales. It is considered that the scan can be performed every day, and the scan is not performed in time. After the time is free, the memory scan is performed, resulting in inaccurate data.

3. There are objective difficulties. Retail customers are basically one-person shopkeepers. When they have something to go out temporarily or when they encounter a busy day, they often ask others to help them. Because they don’t use the scanner or look after people, they will not use the scanner. Do not sweep.

Second, "five wants" to crack the bottleneck of information collection

Divergent thinking, multi-pointed is a common method of research. After analyzing the subjective and objective reasons for restricting the scanning rate and scanning accuracy, they have both individuality and commonality. In order to ensure the effective improvement of the two indicators, multi-point and joint promotion is the key to solving the problem. With the “five essentials” as its driving force, Qingliu Branch made beneficial explorations and made great breakthroughs.

(1) The selected households should be well off. The prerequisite for successful scanning sales is the maturity and subjective willingness of the hardware. First, the store address is the main element, mainly choose the township location and the bustling area of ​​the city; the second is the business nature of the elements, mainly choose to operate a relatively simple variety of shops, such as smoke hotels. Or the terminal goods are clearly classified and the conspicuous food store is displayed; the third is the business person's essentials, mainly selecting customers with high degree of cooperation and interest in e-commerce, such as young couple shops. Or it is a long-term employee to look at the store's customers, scan sales to facilitate the cost-effective management of the owner.

Through the combination of three requirements, a customer database for the promotion of terminal scan code sales is established. At the beginning of the year, a total of 70 households were selected, of which 40 were original scanning households, 10 were new scanning households, and 20 households were used as alternative customers. The establishment of alternative customers was mainly to dynamically manage scanning customers and improve scanning of scanning households through competition. Enthusiasm.

(2) Propaganda should focus on it. The purpose of publicity is mainly to solve the customer's doubts, so that customers can recognize and accept new things, and the focus of finding propaganda has become the key to whether scanning sales can be promoted. One is to use the vip card to consume points and prizes, and use limited resources to provide retail customers with a means to consolidate fixed consumers to provide a marketing tool to stimulate retail customers to install scanning systems. The second is to create a prominent promotional card to meet the needs of the consumer. In the past few years, the distribution of display cabinets has been consumed in smoke cabinets, which has a solid feeling for consumers. The equipment of the scanner has a distinguishing function for true and false cigarettes, and it is also satisfying to consumers with a solid consumption. The third is to hold a scan customer training meeting, issue the pos scan operation manual, and at the same time, through the classroom PPT demonstration combined with the on-site simulation exercise, let the customer master the operation skills and achieve independent operation. Fourth, it is guided by "profit" to make it a good helper for financial management, and to solve the problem of operating the cigarette "Ben Heli". Such as the husband and wife shop owner Zheng Shengyu, before the installation of PC-POS, the daily business of cigarettes is a foolish account, the husband and wife often blame each other, "how today's money is less, is it you take it" and so on. After installing PC-POS, the phrase that I often hear before closing the door is "Today, I have earned more than 300 yuan in selling cigarettes. Some cigarettes are almost sold out. I have to remember to buy more when ordering next time."

(3) There must be incentives for scanning. There is competition to be motivated, and the promotion of each job is inseparable from the introduction of competition and induction mechanisms. First, the source of goods incentives, sub-based rewards and sub-file rewards. The basic reward is that all customers who install scanners will be rewarded with a certain tight supply of goods every month; the rewards of the files will be rewarded according to the number of scan days scanned by the customer and the number of bills opened in three places. The second is material incentives, combined with the development of resident sales promotion activities, regularly carry out resident sales promotion activities in the scanning households, and arrange smoking and small cultural products to gather popularity, creating a strong business atmosphere. The third is labor service incentives, in accordance with provincial and municipal documents, special cooperation with scanning sales, and the number of days of scanning for 30 consecutive days for three consecutive months, more than 300 single billing, more than 95% accuracy of customers, according to the collection point customers The standard gives rewards. The fourth is to include the high-end tight supply evaluation system. By setting the score of scanning consumption, the final score of the same type of customers will be opened, and the corresponding tight supply will be opened, so that the scanning users can really feel the use of the scanner. Affordable, thereby increasing the enthusiasm of customer scanning. The fifth is to be included in the functional terminal evaluation. According to the requirements of the municipal company, the county plans to build 30 functional terminal households, and establish a functional terminal access mechanism based on the scan rate and accuracy rate, with a semi-annual time limit and three consecutive monthly scan days. For more than 15 days, the number of open orders is more than 150, and the functional terminal households can enjoy the financial support of the terminal image construction. For example, customer Huang Yuanbin used his own young and loved personality to actively install the poc scanning system, and strictly scan according to the company's requirements. The scanning rate and scanning accuracy are over 95%. In the meantime, the company has also received the tight supply of Chinese, peony and Liqun, and the image support of freely configured smoke cabinets and shelves, the supply and image have been greatly improved, and there is more sufficient supply and consumption. The relationship between the people is closer, the benign cycle has led to more clients, and the gross profit has increased. The operating profit has increased from 2,000 yuan to more than 4,000 yuan.

(4) Tracking should be followed. Propaganda and guidance are the basis for the application of the pos scanning system. Due to the differences in the quality of the customer operators, it is necessary to ensure the implementation and tracking management of the process is particularly important. First, the key visits are included in the regular visit schedule, so that the hands are diligent, the feet are diligent, the mouth is diligent, and more, more, more, and more operations. If the customer is required to do “boot-on system”, the business hours scan sales system is hung on the page to ensure the success rate of the scan sales; during the visit, the customer is reminded to do the time-sale sweep, not to “accumulate scan” or “review memory scan”. In order to ensure the accuracy of the scan sales; at the same time, the account manager should use the scanning system to conduct profit analysis and inventory analysis for the customer during the visit, ensure reasonable purchase, and improve the customer's awareness of the benefits of using the scan sales system. The second is to dynamically adjust and establish a monthly evaluation mechanism. The supply is tilted as an economic lever and encouraged by the grade. For customers who have better scan days and number of bills, they will be warned by canceling the reward until the scan qualification is cancelled. Third, the tracking carrier is rich, such as selecting telephone, SMS, QQ group, etc., and at the same time, at least communicate with customers and contact more than once a week, which can not only show respect and attention to customers, but also be a good reminder. The customer "our presence", once the customer has problems with the use of PC-POS, we will first think of us.

(5) It is hard to fight the iron itself. The pos scanning application system is a new type of e-commerce for the account manager. To teach the customer, you must be proficient in yourself. Therefore, the account manager should strengthen the study, focus on the installation procedures, use functions and application skills of the POS machine, focus on the ability to use pos scanning to do sales data analysis for customers, so as to guide customers in daily work and help solve customer use. In the process of incurable diseases, ensure that the scan sales work goes smoothly.

Third, the phased effect of the "two indicators"

As of the 37th week, the research project has been carried out for 27 weeks, and the number of target customers has increased from 5.63% to 8.29%. From problem analysis to implementation of measures, whether it is a customer

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