《我的回忆录》01.09｜第二次扩张：客户为什么选择你？

English Version ⬇️ 

2023 年圣诞节，我启动了第二次扩张。一次性铺开 4 家店。经历了 COVID 的阵痛，也积累了多年的供应商关系，当时的我觉得——时机成熟了。

我们对产品很有信心。多年零售经历给我最大的一个改变，是我慢慢学会了先问：

✅ 客户到底想要什么？

而不是先告诉客户：

❌ 我能给你什么？

对于礼品和玩具店来说，这个问题尤其重要。

因为礼品店很多，玩具店也很多。我们知道什么时候是旺季，知道什么时候推新品，也知道什么时候做活动。但是这些都不是重要的问题，重要的问题是：

📍 客户为什么要选择你？

📍 UK 客户真正的痛点是什么？

第二次扩张的时候，我们特别关注了客户在店里的行为和反馈。其中一个很明显的发现，就是 3D 拼图。以前，它只是众多产品中的一个品类。

后来，我们决定在每一家店里，都给 3D 拼图做一个相对独立的展示区域，并加入场景设计。我们重新设计产品动线和类别分层，而不是简单地把产品摆在货架上。

我们希望客户一靠近这个区域，就能更清楚地看到：

➡️ 这是什么？

➡️ 有什么选择？

➡️ 为什么值得买？

这个改变的效果非常好。销售数据和客户反馈都让我们看到：好的产品展示，本身就是销售的一部分。

这件事也让我越来越明白：

👉 零售不是简单地把“你有的东西”卖给客户。而是先理解客户，再用一种客户容易理解、也愿意接受的方式，把产品呈现出来。

这可能是我在第二次扩张中学到的一个很重要的经验。

客户买的，从来不只是产品。有时候，他们买的是你有没有真正理解他们。

《My Memoirs》 01.09 | Second Expansion: Why Do Customers Choose You?

In Christmas 2023, I started my second expansion. This time, we opened four stores at once.

After everything we had been through during COVID, and with years of supplier and retail experience behind us, I felt we were ready.

We were confident in our products. But over the years, one thing I had learned was to ask myself:

✅ What does the customer actually want?

Rather than:

❌ What can I sell to the customer?

For a gift and toy business, this matters a lot.

There are plenty of gift shops.

There are plenty of toy shops.

We knew when the busy seasons were, when to launch new products and when to run promotions. But those weren't the most important questions.

The real questions were:

📍 Why should customers choose us?

📍 What are UK customers actually looking for?

During our second expansion, we started paying much more attention to how customers behaved in our stores and what they were responding to. 

One thing that stood out was 3D puzzles.

Previously, they were just one of many product categories in the store. We decided to give them a more dedicated space, with themed displays and a different way of presenting the products.

We also changed the customer journey and how the products were grouped.

Instead of simply asking:

“How do we put more products on the shelves?”

We started asking:

➡️ When a customer walks over, can they immediately understand it?

➡️ What is it?

➡️ What are the options?

➡️ Why would I want to buy it?

The results were better than we expected. The sales data and customer feedback showed us something quite simple: Good product presentation is part of selling.

That experience made me realise something even more clearly:

👉 Retail isn't simply about selling what you have. It's about understanding your customers first, and then presenting your products in a way that makes sense to them.

That was one of the most important lessons I took from my second expansion.

Customers don't just buy the product. Sometimes, they buy because they feel that you understand what they are looking for.