《我的回忆录》3.12~我选了一个人流量超高的位置~

我用了高人流量来预测了我自己的高收入，但是事实并非如此。。。 看看图片我们卖的产品，非常新奇特！不是吗？我当时认为人流量高，曝光度肯定高，加上我们那么吸引人的产品，不愁没人买。当时我的小店位于电梯转口，是一个拐角点，人流进出几乎必经之路。且我当时看中了非常大的两面拐角大橱窗，没有墙，全是橱窗，这样的曝光率，谁看了都会觉得-哇塞！ 如我所料，没错，很多人进店看，人们逛商场的目的就是为了shopping，不断有人问，不断有人被产品吸引而进店，但是，转化率在哪里？我没有去想过这个问题，自从理解到成本由于business rate大幅增高后，突然感觉每天销售压力很大，尤其圣诞节过后，人流量骤降的落差非常大，当时的我并没有注意以下问题： -产品很新颖，但是没有粘性，也没有店铺活动，回头客不多 -产品客单价上不去，客户还没有准备好为一个新颖的产品付高费用，需要时间接受 -橱窗很大，展示很棒，但是利用率低，几乎没法上货，坪效比很差 -热销品售完，其他的积压库存在1月份凸显，退货换货紧跟其后。。。 而这些种种，需要我去复盘的问题还并不是最棘手的，另一方面雇员问题接踵而来。。。。。 “My Memoir” ~ I Chose a High Footfall Location ~ 3.12 I chose one of the highest footfall locations in the shopping centre.I thought it would guarantee high revenue.I was wrong. At the time, I believed that strong visibility would naturally translate into sales. Our store was located at a key corner near the escalator — a spot where almost everyone passed by. We also had a large double-fronted window display with no walls, just full glass exposure. It looked like the perfect retail  location. And in many ways, it was. People noticed us. People walked in. People were curious. But where was the conversion?That was a question I didn’t ask at the time. After I started to realise the impact of rising costs — especially business rates — the pressure on daily sales became very real. And after Christmas, when footfall dropped sharply, the gap became impossible to ignore. Looking back, I had underestimated several key factors: -Product novelty does not guarantee repeat purchases -Customers need time to accept pricing for unfamiliar products -Large window displays do not equal efficient retail space (low sales per sq ft) -When best-selling items sold out, the remaining slow-moving inventory start ed to build up and became evident in January, followed closely by returns and exchanges. A busy store does not necessarily mean a profitable one High footfall does not equal high revenue. Visibility does not equal conversion. At the time, these were not the biggest problems I thought I had. Because soon after, another challenge started to emerge — people......