Pab pawg muag khoom tsis xav tau lwm qhov ceeb toom tias "kev pom qhov tseem ceeb." Koj xav tau txoj hauv kev ua kom tau txais kev mloog hauv txoj kev muaj neeg coob coob thiab ua pov thawj tias kev siv nyiaj tsim nyog.
Qhov ntawd yog qhov taw tes ntawm kev yuav khoom (feem ntau luv rau POP cov lus qhia) yog tsim los ua: cuam tshuam tus neeg yuav khoom qhov kev txiav txim siab thaum lawv nyob ze txaus los yuav.
Dab tsi taw tes ntawm kev yuav khoom qhia yog
Lub ntsiab lus ntawm kev yuav khoom (POP) zaub yog lub cev lossis cov khoom lag luam digital tso rau hauv lub khw kom pom cov khoom ntawm qhov kev txiav txim siab -endcaps, aisle kev sib tshuam, nkag, thiab qeb kub kub.
Nws txawv ntawm cov txee niaj hnub vim tias nws tau tsim los cuam tshuam kev lag luam autopilot: nws nthuav tawm cov lus pom zoo, cov lus qhia meej, thiab yooj yim "yog" dua li cov txee nyob ib puag ncig.
POP vs POS: qhov sib txawv ceev
Tib neeg feem ntau sib xyawPOP thiab POS. Yog tias koj tab tom nrhiav "point of sale display vs point of purchase display," ntawm no yog qhov sib txawv ntawm cov tswv yim.
- POP (point of purchase):cuam tshuam cov kev txiav txim siab thoob plaws hauv lub khw- qhov twg cov neeg yuav khoom xauj thiab sib piv. Cov no yog nyob rau hauv -cov khw muag khoom cov khoom lag luam uas tsim los nres txoj kab ntawm txoj kab.
- POS (chaw muag khoom):cuam tshuam rau kev txiav txim siab ntawm kev txiav tawm- qhov twg kawg -feeb ntxiv- tshwm sim.
Yog vim li cas POP qhia tsav kev muag khoom (plaub mechanisms)
POP zaub tsis yog "magic." Lawv ua haujlwm thaum lawv hloov tus cwj pwm ntawm cov neeg yuav khoom hauv kev tshwj xeeb, ntsuas tau.
1) Lawv yeej mloog thaum nws tseem ceeb
Feem ntau pawg yog pom tsis zoo. POP qhia tsim qhov sib txawv los ntawm qhov loj me, txoj hauj lwm, thiab qhov pom kev hierarchy- yog li cov khoom tau dhau los ua qhov kev xaiv pom tseeb kom pom thawj zaug.
Qhov no yog tshwj xeeb tshaj yog muaj nqis rau:
- tshiab tso tawm
- cov khoom raws caij nyoog
- kev tshaj tawm uas xav tau ceev ceev
Hauv lwm lo lus: lub luag haujlwm ntawm cov ntsiab lus ntawm kev yuav khoom yog los tsim lub sijhawm tswj hwm ntawm kev saib xyuas hauv ib puag ncig tsis muaj kev tswj hwm.
2) Lawv txo qhov kev txiav txim siab kev sib txhuam
Cov neeg yuav khoom tsis tso tseg kev yuav khoom nkaus xwb vim tus nqi -lawv tso tseg vim nws lub hlwb yooj yim dua mus ntxiv.
POP zaub zoo txo kev sib txhuam los ntawm:
- nqaim qhov kev xaiv rau ib tug hero SKU (los yog ib tug me me teeb)
- ua qhov kev pom tseeb ("tshiab," "limited," "zoo tshaj tus nqi," "npuas") yam tsis muaj daim ntawv ntev
- khaws cov khoom siv tau yooj yim (yuav yooj yim, rov qab yooj yim)
3) Lawv tsim cov cib fim impulse
Impulse tsis yog khoom qab zib nkaus xwb ntawm checkout. Nws yog txhua lub sijhawm tus neeg yuav khoom pom qee yam uas xav tias:
- cuam tshuam tam sim no
- pheej hmoo tsawg
- yooj yim ntxiv
Cov ntawv txheeb xyuas yog cov ntaub ntawv POS classic, tab sis POP qhov chaw nyob hauv txoj kev tuaj yeem ua rau muaj kev cuam tshuam ib yam nkaus -tshwj xeeb tshaj yog thaum cov zaub ua qhov kev txiav txim siab yooj yim.
4) Lawv nce pob tawb loj los ntawm kev sib tw ntse
POP cov duab tuaj yeem ua tau zoo li lub cev ntoo khaub lig-muag.
Piv txwv:
- chips + salsa
- rab chais + shaving gel
- roj teeb + khoom ua si
Yog tias cov zaub ua qhov "pairing xav" rau tus neeg yuav khoom, units ib qho kev sib pauv yuav nce siab.
Pro Lub Tswv Yim: Yog tias koj cov zaub yog txhais tau hais tias nqa pob tawb loj, tsim cov lus nyob ib puag ncig cov pob ("ua kom tiav cov teeb") es tsis yog cov khoom ntawm tus kheej.
Khw muag khoom POP zaub hom (thiab lawv zoo tshaj rau dab tsi)
Nov yog ib txoj hauv kev los xav txog cov khw muag khoom POP zaub hom: phim hom zaub rau thaj chaw khw thiab txoj haujlwm koj xav tau ua.
|
Hom zaub |
Qhov chaw zoo tshaj plaws |
Zoo tshaj rau |
|
Pem teb zaub sawv |
Aisle ntug, siab - thaj chaw tsheb khiav |
Kev tshaj tawm tshiab, cov yam ntxwv raws caij nyoog, ntau -SKU zaj dab neeg |
|
Counter zaub |
Checkout los yog chaw pabcuam |
Cov khoom me me, zaum kawg -feeb ntxiv-ons |
|
Endcap qhia |
Xaus ntawm txoj kev |
High visibility + ceev hloov dua siab tshiab |
|
Cov khib nyiab pov tseg |
Cov chaw tshaj tawm thiab thaj chaw raws caij nyoog |
Kev txhawb nqa ntim, nrawm- txav khoom |
Kev tso kawm tseem ceeb ntau dua li feem ntau pawg lees paub
Ob qhov kev qhia nrog tib cov duab tuaj yeem ua tau txawv heev raws li kev tso kawm.
Ib txoj cai tso chaw yooj yim:
- Nkag / feature cheeb tsam: kev paub thiab hom cueing
- Endcap: discovery + conversion
- Aisle adjacency: kev txiav txim siab txhawb nqa ze ntawm lub txee teeb
- Checkout: ntxiv -ons thiab impulse
Yuav ntsuas seb koj POP zaub ua haujlwm li cas
Yog tias koj ntsuas tsis tau, koj tsis tuaj yeem ntsuas nws. Rau feem ntau POP cov lus qhia hauv khw muag khoom, koj tsis xav tau tus qauv zoo meej - koj xav tau txoj kev sim zoo ib yam thiab ob peb lub ntsiab KPIs.
Ntawm no yog ib qho kev ntsuas qhov hnyav uas cov tuam txhab muag khoom lag luam tuaj yeem ua haujlwm yam tsis muaj kev txhim kho tag nrho cov kev tshuaj ntsuam xyuas.
Pib nrog KPI uas tseem ceeb: nce kev muag khoom nce
Qhov kev ntsuas huv tshaj plaws yog kev muag khoom nqa tawm vs. lub hauv paus (lossis vs. lub khw tswj).
Yuav ua li cas:
1.Pick lub qhov rais kuaj (piv txwv li, 2-4 lub lis piam) nrog tus nqi ruaj khov thiab kev txhawb nqa.
2.Piv qhov tshwj xeeb-SKU muag thaum lub qhov rais tso saib mus rau lub sijhawm pib (tib lub khw muag khoom) lossis rau cov khw muag khoom sib xws uas tsis muaj cov zaub.
3.Nrhiav tawm - ntawm - cov khoom lag luam -vim tias "ua tsis tiav" zaub yuav tsuas yog qhov teeb meem ntawm kev xa khoom.
Ntxiv 3 kev txhawb nqa kev ntsuas
- Muag-los ntawm: Puas yog cov khoom muag tau txav nrawm dua li lub hauv paus txee?
- Chav nyob rau ib qho kev sib pauv: Puas yog cov neeg yuav khoom puas yuav ntau chav (lossis pob khoom)?
- Kev Ua Raws Cai: Puas yog cov duab tso rau hauv qhov chaw, teeb tsa kom raug, thiab khaws cia rau tag nrho lub qhov rais?
Yog tias koj siv digital signage ua ib feem ntawm POP kev ua tiav, Digital Signage Today haisplaub-xyoo randomized txoj kev tshawb fawb thoob plaws 237 hauv- khw muag khoom digital signage campaigns uas pom qhov nruab nrab 8.1% kev muag khoom nqa.Kho qhov ntawd ua piv txwv taw qhia rau cov phiaj xwm digital- tsis yog qhov txiaj ntsig tau lees paub rau txhua qhov zaub.
Dab tsi ua haujlwm pab pawg yuav tsum nug ua ntej yuav nthuav tawm POP program
Txawm nyob rau theem kev paub, nws yuav pab kom paub tias "zoo" zoo li cas.
Siv cov lus nug no sab hauv (los yog nrog ib tus neeg koom nrog) kom txo tau qhov kev pheej hmoo:
- Dab tsi yog ib txoj haujlwm ntawm cov zaub no -kev paub, kev hloov pauv, lossis pob tawb- tsev?
- Qhov chaw khw twg muab peb qhov kev txhaj tshuaj zoo tshaj plaws ntawm txoj haujlwm ntawd?
- Dab tsi yog qhov kev cia siab tso saib lub neej: 2 lub lis piam, 6 lub lis piam, 12+ lub lis piam?
- Peb muaj kev txwv dab tsi (cov khw muag khoom specs, kev nyab xeeb, palletization, sustainability yuav tsum)?
- Peb yuav ua li cas thiaj paub tseeb tias kev ua raws cai- cov duab, khw muag khoom, lossis pab pawg ua haujlwm?
- Yuav ua li cas yog txoj kev npaj rau kev ntxiv thiab puas units?