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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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