Couch analytics #172. How to attract or lure customers to stores

In the capital of Malaysia, I came across a sign “I love KL”, this is how it is customary to abbreviate the name Kuala Lumpur. The sign is fenced with ropes, there is always a queue, people are patiently waiting for others to take photos.

Several dozens of such sculptures are scattered around the world, each of them is adapted to the area, in Amsterdam they declare their love for this city, somewhere else - for another. Curiously, the original from which the replicas grow is the LOVE sculpture by American artist Robert Indiana. Originally a Christmas card for MOMA in New York, he created it in 1964. In 1970, a sculpture was created for the Indianapolis Museum of Art, and in 1973 the US Post Office even issued a stamp. Very quickly, the LOVE sign became a visiting card for Robert Indiana, and a copy of the sculpture was installed on the Avenue of the Americas.

There is no mention of New York in this work, but it has become strongly associated with the city, this is a landmark place for tourists, even early in the morning or even later in the evening you can meet those who are photographed here. It is a magnet that attracts tourists, although no one expected this to happen. For example, the original Statue of Liberty stands nearby in New York, but tourists rush past it, believing that this is some kind of reduced copy of the original.

In Kuala Lumpur, the sign plays a purely practical role, it is created and installed by an exhibition space that attracts people so much. Some of those taking pictures come in and leave their money - most for a ticket, and some buy souvenirs that are made right there. This is the same magnet that was adapted to attract people to a specific point in space. The logic of placement is also present, this is the central square, around which there are plenty of iconic places, and it is logical to add another tourist point. Put this sign somewhere in the back streets, and it would not work. This is an example of how a local business adapts ideas that have already been implemented in other countries.

If you fantasize and imagine that something similar will be installed in St. Petersburg or Moscow, then with the right approach, it will surely become the same iconic place where tourists will flock. And if you have a restaurant, cafe, souvenir shop nearby, then you will benefit from such a neighborhood. On the other hand, you cannot rely on chance, and you need to create such magnets for people on your own.

But before moving on to the question of attracting visitors to the store, I want to note that most of the business is still living the old fashioned way and denies the need to introduce at least some kind of analytics. Federal retail chains have gone to the other extreme when they try to calculate each parameter and do not understand how one is related to the other, they calculate everything too much. My experience shows that ignorance of such a parameter as the number of visitors does not allow you to evaluate either seasonality, or the effectiveness of an advertising campaign, or the effectiveness of your sellers. This is the basis for any business, you need to know exactly not only how much and what they bought from you, but also how many people came to you. And then you can understand why you have high or low sales, find the root of the problem, if any. There is a lot of equipment that counts visitors on the market, but analytics systems have long become more interesting, they can not only count how many times the door has been opened, but also remember where the buyer stopped, what windows he looked at, and so on. These are very advanced and interesting systems that, if used properly, can give a lot.But in order to understand their necessity, you need to build a business in such a way when this information is needed. This lyrical digression was necessary, since business owners are often eager to fight, they want to attract potential customers, but do not want to count them, as these are additional costs. And really, why know how many people were in the store, if the most important thing is sales. But if you think so, then you will not succeed in the long run, since sales can only be increased by playing smart.

Traditional tools - sandwich man, advertising and others

To lure visitors to the store is a thankless task, I am sure that you have come across the basic techniques that are practiced in Russia, and in the world. The most simple, familiar from time immemorial is a barker. He may be dressed in funny clothes, he may be a sandwich man or a funny character, but he always walks down the street and advertises what the store sells, offers a cafe, shows in a museum, and so on. The old methods are time-tested, and it’s definitely not worth abandoning them, using barkers with the right presentation (clothes, a message to the people, and so on) can increase the attendance of the point by 10-20%, in rare cases even higher.

The second most effective way is a gift. Usually the gift is offered in an advertisement, it can be a flyer, an ad in a newspaper or on television, whatever. For example, if you come to the store, you can receive a gift. Usually it is not indicated what it is in order to create intrigue and not show that the gift is cheap and not worth the effort. Retailers come up with various mechanics, for example, in “Azbuka Vkusa”, when buying for a certain amount, they issued an invitation to a jewelry store, where you could pick up a silver pendant. Sounds nice? Not that word. The pendant needs to be attached somewhere, and for “ridiculous” money you were offered a chain. It is clear that the pendant together with the chain should cost less than just the chain in this promotion. This explains the mechanics that give the appearance of a gift. By the way, a small number of people refuse to buy a chain, as they see it as a benefit, the pendant is free, and it should be more expensive than the chain, in the logic of the majority. Moreover, few can adequately assess the cost of jewelry, stereotypes say that it should be expensive. And it can also be played.

As an example of inexpensive potential customer acquisition, I'll tell you how one of the adult stores arranged the distribution of contraceptives. There were girls on the street who invited me to pick up a pack of Durex for free, you just had to go to the store and leave your phone and mail. Moreover, it was stated that a repetition of such an action is possible, therefore, I think, most people left real coordinates. And then I watched with great interest how various products, discounts and opportunities were offered in SMS messages. Somehow imperceptibly and without buying anything, I suddenly became a “dear customer”, received special privileges and “unique discounts”. For many years I have not appeared in this store, but I remember the story as an example of successful customer involvement.

The reverse example is no less interesting. Recently, a liquor store opened in my house with a good selection of wine. And all these guys do the same thing a little more intrusively, call customers, offer discounts. After the seventh or eighth call in a couple of months, I got tired of them and asked not to call again. Yes, and I stopped coming in, because they scared me away as a client with their perseverance. The main thing here is not to overdo it, otherwise you will get exactly the opposite effect.

Choosing a retail space or increasing the flow of customers ourselves

When choosing a retail space, one of the key indicators is the flow that can potentially exist in the store. It's convenient to say that the landlords got drunk and that's why they rent square meters in the city center for that kind of money, but in reality this is almost always a reasonable price. It's just that these square meters have a certain number of visitors that must be taken into account. And a larger store in a residential area may not provide such a flow per square meter, and, accordingly, all its indicators will be noticeably worse.

An old-fashioned technique is the promotion of a store or other business (restaurant, cafe, hotel, SPA-salon) through opinion leaders and popular people. For example, the love of many of my friends and comrades for the Helvetia Hotel on Marata Street in St. Petersburg is still unclear to me. Nearby stands "Corinthia", there is a Radisson Royal with the best rooms, in a word, there is where to turn around. But in “Helvetia” they initially relied on attracting famous people, actors and politicians. I do not know if they are given any special conditions today, but I am sure that in the past it was part of the promotion of the hotel. And for many visitors, the choice of Helvetia is the choice of a potential opportunity to see a famous person in a hotel restaurant, an opportunity to say: “I live with such and such in a hotel.” This immediately gives a certain status and involuntarily advertises the hotel. Instead of a hotel, you can substitute anything you like and get the same result. Zhenya Chichvarkin in the first communication palace on Tverskaya hung photographs of famous visitors on the walls, this wall still exists! And this is a good approach when the perception of a business is formed through analogies. But we have moved a little away from our topic.

So, when you choose a point for your business, you need to understand the traffic and lower these numbers in your forecasts by at least 20%. Or even 30% for greater fidelity. You should consider a business plan based on the worst notions, and not dream of a flood of customers that may not happen. If in fact it turns out that you have a lot of buyers, then it’s good, then you will show additional income. But it is best to proceed from the worst-case scenario.

Another stereotype says that you can attract potential buyers without injecting money. It is generally believed that you need to hire a marketer dash PR specialist and, within the framework of his salary, he will create a feat that no one has succeeded before him. Usually, with this approach, the salary level corresponds to the ideas of beauty, and nothing happens, and cannot happen. In a well-established business, there should always be such a thing as the cost of attracting a potential buyer, it should be calculated and tracked in a clear and transparent manner. In today's market conditions, companies have many tools to receive such analytics, to consider what they are doing right and what needs to be improved.

One of the delusions that lead to failure is the desire to change the quality of the outlet. You believe in your concept, you know your product, and you imagine that, unlike your predecessors in this area, you will succeed. There is a shop in the neighboring house, where tenants are replaced every six months. Then a new one moves in, makes repairs, and everything repeats. There are no visitors there, and it is a difficult task to attract them there, this place falls out a little, there is no parking nearby, it is not visible from the highway (especially in summer and spring). Dead place. But several companies thought that they could not only survive there, but bring buyers there, and missed. Help your business, don't box yourself in the first place, you don't need it. The most difficult thing in any business is not to deceive yourself initially, but to really calculate the risks and your opportunities.

I have before my eyes the example of my friend, who got involved in a big story, having no way to finance it. For half a year, he inflated a bubble, spent money and believed that he could attract some mythical investors who would take on Subaru< /a> assume the company's operating expenses, but that didn't happen. It is naive to think that someone will invest in a business that does not work itself. And I remembered it for one reason, it opened in a place where traffic is very low, and I thought that it could attract people there. And it worked out, only the cost of attracting a buyer turned out to be 10% higher than what he received from the sale. Here is such a minus economy.

Short conclusions and wishes

There are many ways in the world to increase visits to a particular store, sports club or something else. But this should always be an integrated approach, you can’t bring a person to you, and he will be met there by an inept team that will push him away, will not be able to serve. It is impossible to invest in only one tool, it is about the same as teenagers who pump biceps and do not pay attention to other muscles. You can swing your arms, but you need to develop the body harmoniously, just like with business, you can’t rely on only one tool and believe in it. It’s bad without visitors, but it’s even worse when you have a crowd and most potential customers leave with a negative. They will definitely not come back to you. Keep this in mind and develop your business harmoniously. But most importantly, think about what you can do to attract people to you. Look around, there are not just many ways, there are millions of them.

Couch analytics #172. How to attract or lure customers to stores

In the capital of Malaysia, I came across a sign “I love KL”, this is how it is customary to abbreviate the name Kuala Lumpur. The sign is fenced with ropes, there is always a queue, people are patiently waiting for others to take photos.

Several dozens of such sculptures are scattered around the world, each of them is adapted to the area, in Amsterdam they declare their love for this city, somewhere else - for another. Curiously, the original from which the replicas grow is the LOVE sculpture by American artist Robert Indiana. Originally a Christmas card for MOMA in New York, he created it in 1964. In 1970, a sculpture was created for the Indianapolis Museum of Art, and in 1973 the US Post Office even issued a stamp. Very quickly, the LOVE sign became a visiting card for Robert Indiana, and a copy of the sculpture was installed on the Avenue of the Americas.

There is no mention of New York in this work, but it has become strongly associated with the city, this is a landmark place for tourists, even early in the morning or even later in the evening you can meet those who are photographed here. It is a magnet that attracts tourists, although no one expected this to happen. For example, the original Statue of Liberty stands nearby in New York, but tourists rush past it, believing that this is some kind of reduced copy of the original.

In Kuala Lumpur, the sign plays a purely practical role, it is created and installed by an exhibition space that attracts people so much. Some of those taking pictures come in and leave their money - most for a ticket, and some buy souvenirs that are made right there. This is the same magnet that was adapted to attract people to a specific point in space. The logic of placement is also present, this is the central square, around which there are plenty of iconic places, and it is logical to add another tourist point. Put this sign somewhere in the back streets, and it would not work. This is an example of how a local business adapts ideas that have already been implemented in other countries.

If you fantasize and imagine that something similar will be installed in St. Petersburg or Moscow, then with the right approach, it will surely become the same iconic place where tourists will flock. And if you have a restaurant, cafe, souvenir shop nearby, then you will benefit from such a neighborhood. On the other hand, you cannot rely on chance, and you need to create such magnets for people on your own.

But before moving on to the question of attracting visitors to the store, I want to note that most of the business is still living the old fashioned way and denies the need to introduce at least some kind of analytics. Federal retail chains have gone to the other extreme when they try to calculate each parameter and do not understand how one is related to the other, they calculate everything too much. My experience shows that ignorance of such a parameter as the number of visitors does not allow you to evaluate either seasonality, or the effectiveness of an advertising campaign, or the effectiveness of your sellers. This is the basis for any business, you need to know exactly not only how much and what they bought from you, but also how many people came to you. And then you can understand why you have high or low sales, find the root of the problem, if any. There is a lot of equipment that counts visitors on the market, but analytics systems have long become more interesting, they can not only count how many times the door has been opened, but also remember where the buyer stopped, what windows he looked at, and so on. These are very advanced and interesting systems that, if used properly, can give a lot. But in order to understand their necessity, you need to build a business in such a way when this information is needed. This lyrical digression was necessary, since business owners are often eager to fight, they want to attract potential customers, but do not want to count them, as these are additional costs. And really, why know how many people were in the store, if the most important thing is sales. But if you think so, then you will not succeed in the long run, since sales can only be increased by playing smart.

Traditional tools - sandwich man, advertising and others

To lure visitors to the store is a thankless task, I am sure that you have come across the basic techniques that are practiced in Russia, and in the world. The most simple, familiar from time immemorial is a barker. He may be dressed in funny clothes, he may be a sandwich man or a funny character, but he always walks down the street and advertises what the store sells, offers a cafe, shows in a museum, and so on. The old methods are time-tested, and it’s definitely not worth abandoning them, using barkers with the right presentation (clothes, a message to the people, and so on) can increase the attendance of the point by 10-20%, in rare cases even higher.

The second most effective way is a gift. Usually the gift is offered in an advertisement, it can be a flyer, an ad in a newspaper or on television, whatever. For example, if you come to the store, you can receive a gift. Usually it is not indicated what it is in order to create intrigue and not show that the gift is cheap and not worth the effort. Retailers come up with various mechanics, for example, in “Azbuka Vkusa”, when buying for a certain amount, they issued an invitation to a jewelry store, where you could pick up a silver pendant. Sounds nice? Not that word. The pendant needs to be attached somewhere, and for “ridiculous” money you were offered a chain. It is clear that the pendant together with the chain should cost less than just the chain in this promotion. This explains the mechanics that give the appearance of a gift. By the way, a small number of people refuse to buy a chain, as they see it as a benefit, the pendant is free, and it should be more expensive than the chain, in the logic of the majority. Moreover, few can adequately assess the cost of jewelry, stereotypes say that it should be expensive. And it can also be played.

Gifts are often tied to loyalty programs, bonus points and the like, this is an additional anchor that allows you to get the coordinates of a potential buyer and then use them to make a sale. In many ways, gifts are an inexpensive way to fill the base of potential customers and work with them with various tools. Here, as elsewhere, it is necessary to correctly measure your capabilities and strengths, not to create situations in which you will not get the necessary economy, but will simply work for gifts and only for them.

In advertising, you often hear that the special offer is limited and applies only to stores. This is done so that people go to the store, where, most likely, the seller will be able to redirect them to something else. That is, using interest in a particular product, the buyer can sell something else or expand the list of goods that he will take with him.

People often complain to me that by conducting such promotions in retail, they do not achieve a significant effect. This is a question of the team, the quality of sellers and the right mechanics for the promotion. But if you know for sure that the standard tricks do not work for you, then you definitely shouldn’t do something more tricky, there will be no result. It is impossible, without having learned the simplest mathematical operations, to try to do algebra, the result will be purely negative.

As an example of inexpensive potential customer acquisition, I'll tell you how one of the adult stores arranged the distribution of contraceptives. There were girls on the street who invited me to pick up a pack of Durex for free, you just had to go to the store and leave your phone and mail. Moreover, it was stated that a repetition of such an action is possible, therefore, I think, most people left real coordinates. And then I watched with great interest how various products, discounts and opportunities were offered in SMS messages. Somehow imperceptibly and without buying anything, I suddenly became a “dear customer”, received special privileges and “unique discounts”. For many years I have not appeared in this store, but I remember the story as an example of successful customer involvement.

The reverse example is no less interesting. Recently, a liquor store opened in my house with a good selection of wine. And all these guys do the same thing a little more intrusively, call customers, offer discounts. After the seventh or eighth call in a couple of months, I got tired of them and asked not to call again. Yes, and I stopped coming in, because they scared me away as a client with their perseverance. The main thing here is not to overdo it, otherwise you will get exactly the opposite effect.

Choosing a retail space or increasing the flow of customers ourselves

When choosing a retail space, one of the key indicators is the flow that can potentially exist in the store. It's convenient to say that the landlords got drunk and that's why they rent square meters in the city center for that kind of money, but in reality this is almost always a reasonable price. It's just that these square meters have a certain number of visitors that must be taken into account. And a larger store in a residential area may not provide such a flow per square meter, and, accordingly, all its indicators will be noticeably worse.

An old-fashioned technique is the promotion of a store or other business (restaurant, cafe, hotel, SPA-salon) through opinion leaders and popular people. For example, the love of many of my friends and comrades for the Helvetia Hotel on Marata Street in St. Petersburg is still unclear to me. Nearby stands "Corinthia", there is a Radisson Royal with the best rooms, in a word, there is where to turn around. But in “Helvetia” they initially relied on attracting famous people, actors and politicians. I do not know if they are given any special conditions today, but I am sure that in the past it was part of the promotion of the hotel. And for many visitors, the choice of Helvetia is the choice of a potential opportunity to see a famous person in a hotel restaurant, an opportunity to say: “I live with such and such in a hotel.” This immediately gives a certain status and involuntarily advertises the hotel. Instead of a hotel, you can substitute anything you like and get the same result. Zhenya Chichvarkin in the first communication palace on Tverskaya hung photographs of famous visitors on the walls, this wall still exists! And this is a good approach when the perception of a business is formed through analogies. But we have moved a little away from our topic.

So, when you choose a point for your business, you need to understand the traffic and lower these numbers in your forecasts by at least 20%. Or even 30% for greater fidelity. You should consider a business plan based on the worst notions, and not dream of a flood of customers that may not happen. If in fact it turns out that you have a lot of buyers, then it’s good, then you will show additional income. But it's best to start from the worst-case scenario.

Another stereotype says that you can attract potential buyers without injecting money. It is generally believed that you need to hire a marketer dash PR specialist and within the framework of his salary, he will create a feat that no one has succeeded before him. Usually, with this approach, the salary level corresponds to the ideas of beauty, and nothing happens, and cannot happen. In a well-established business, there should always be such a thing as the cost of attracting a potential buyer, it should be calculated and tracked in a clear and transparent manner. In today's market conditions, companies have many tools to receive such analytics, to consider what they are doing right and what needs to be improved.

One of the delusions that lead to failure is the desire to change the quality of the outlet. You believe in your concept, you know your product, and you imagine that, unlike your predecessors in this area, you will succeed. There is a shop in the neighboring house, where tenants are replaced every six months. Then a new one moves in, makes repairs, and everything repeats. There are no visitors there, and it is a difficult task to attract them there, this place falls out a little, there is no parking nearby, it is not visible from the highway (especially in summer and spring). Dead place. But several companies thought that they could not only survive there, but bring buyers there, and missed. Help your business, don't box yourself in the first place, you don't need it. The most difficult thing in any business is not to deceive yourself initially, but to really calculate the risks and your opportunities.

I have before my eyes the example of my friend, who got involved in a big story, having no way to finance it. For half a year, he inflated a bubble, spent money and believed that he could attract some mythical investors who would take on Subaru< /a> assume the company's operating expenses, but that didn't happen. It is naive to think that someone will invest in a business that does not work itself. And I remembered it for one reason, it opened in a place where traffic is very low, and I thought that it could attract people there. And it worked out, only the cost of attracting a buyer turned out to be 10% higher than what he received from the sale. Here is such a minus economy.

Short conclusions and wishes

There are many ways in the world to increase visits to a particular store, sports club or something else. But this should always be an integrated approach, you can’t bring a person to you, and he will be met there by an inept team that will push him away, will not be able to serve. It is impossible to invest in only one tool, it is about the same as teenagers who pump biceps and do not pay attention to other muscles. You can swing your arms, but you need to develop the body harmoniously, just like with business, you can’t rely on only one tool and believe in it. It’s bad without visitors, but it’s even worse when you have a crowd and most potential customers leave with a negative. They will definitely not come back to you. Keep this in mind and develop your business harmoniously. But most importantly, think about what you can do to attract people to you. Look around, there are not just many ways, there are millions of them.

Couch analytics #172. How to attract or lure customers to stores

In the capital of Malaysia, I came across a sign “I love KL”, this is how it is customary to abbreviate the name Kuala Lumpur. The sign is fenced with ropes, there is always a queue, people are patiently waiting for others to take photos.

Several dozens of such sculptures are scattered around the world, each of them is adapted to the area, in Amsterdam they declare their love for this city, somewhere else - for another. Curiously, the original from which the replicas grow is the LOVE sculpture by American artist Robert Indiana. Originally a Christmas card for MOMA in New York, he created it in 1964. In 1970, a sculpture was created for the Indianapolis Museum of Art, and in 1973 the US Post Office even issued a stamp. Very quickly, the LOVE sign became a visiting card for Robert Indiana, and a copy of the sculpture was installed on the Avenue of the Americas.

There is no mention of New York in this work, but it has become strongly associated with the city, this is a landmark place for tourists, even early in the morning or even later in the evening you can meet those who are photographed here. It is a magnet that attracts tourists, although no one expected this to happen. For example, the original Statue of Liberty stands nearby in New York, but tourists rush past it, believing that this is some kind of reduced copy of the original.

But before moving on to the question of attracting visitors to the store, I want to note that most of the business is still living the old fashioned way and denies the need to introduce at least some kind of analytics. Federal retail chains have gone to the other extreme when they try to calculate each parameter and do not understand how one is related to the other, they calculate everything too much. My experience shows that ignorance of such a parameter as the number of visitors does not allow you to evaluate either seasonality, or the effectiveness of an advertising campaign, or the effectiveness of your sellers. This is the basis for any business, you need to know exactly not only how much and what they bought from you, but also how many people came to you. And then you can understand why you have high or low sales, find the root of the problem, if any. There is a lot of equipment that counts visitors on the market, but analytics systems have long become more interesting, they can not only count how many times the door has been opened, but also remember where the buyer stopped, what windows he looked at, and so on. These are very advanced and interesting systems that, if used properly, can give a lot. But in order to understand their necessity, you need to build a business in such a way when this information is needed. This lyrical digression was necessary, since business owners are often eager to fight, they want to attract potential customers, but do not want to count them, as these are additional costs. And really, why know how many people were in the store, if the most important thing is sales. But if you think so, then you will not succeed in the long run, since sales can only be increased by playing smart.

Traditional tools - sandwich man, advertising and others

To lure visitors to the store is a thankless task, I am sure that you have come across the basic techniques that are practiced in Russia, and in the world. The most simple, familiar from time immemorial is a barker. He may be dressed in funny clothes, he may be a sandwich man or a funny character, but he always walks down the street and advertises what the store sells, offers a cafe, shows in a museum, and so on. The old methods are time-tested, and it’s definitely not worth abandoning them, using barkers with the right presentation (clothes, a message to the people, and so on) can increase the attendance of the point by 10-20%, in rare cases even higher.

The second most effective way is a gift. Usually the gift is offered in an advertisement, it can be a flyer, an ad in a newspaper or on television, whatever. For example, if you come to the store, you can receive a gift. Usually it is not indicated what it is in order to create intrigue and not show that the gift is cheap and not worth the effort. Retailers come up with various mechanics, for example, in “Azbuka Vkusa”, when buying for a certain amount, they issued an invitation to a jewelry store, where you could pick up a silver pendant. Sounds nice? Not that word. The pendant needs to be attached somewhere, and for “ridiculous” money you were offered a chain. It is clear that the pendant together with the chain should cost less than just the chain in this promotion. This explains the mechanics that give the appearance of a gift. By the way, a small number of people refuse to buy a chain, as they see it as a benefit, the pendant is free, and it should be more expensive than the chain, in the logic of the majority. Moreover, few can adequately assess the cost of jewelry, stereotypes say that it should be expensive. And it can also be played.

Gifts are often tied to loyalty programs, bonus points and the like, this is an additional anchor that allows you to get the coordinates of a potential buyer and then use them to make a sale. In many ways, gifts are an inexpensive way to fill the base of potential customers and work with them with various tools. Here, as elsewhere, it is necessary to correctly measure your capabilities and strengths, not to create situations in which you will not get the necessary economy, but will simply work for gifts and only for them.

In advertising, you often hear that the special offer is limited and applies only to stores. This is done so that people go to the store, where, most likely, the seller will be able to redirect them to something else. That is, using interest in a particular product, the buyer can sell something else or expand the list of goods that he will take with him.

People often complain to me that by conducting such promotions in retail, they do not achieve a significant effect. This is a question of the team, the quality of sellers and the right mechanics for the promotion. But if you know for sure that the standard tricks do not work for you, then you definitely shouldn’t do something more tricky, there will be no result. It is impossible, without having learned the simplest mathematical operations, to try to do algebra, the result will be purely negative.

As an example of inexpensive potential customer acquisition, I'll tell you how one of the adult stores arranged the distribution of contraceptives. There were girls on the street who invited me to pick up a pack of Durex for free, you just had to go to the store and leave your phone and mail. Moreover, it was stated that a repetition of such an action is possible, therefore, I think, most people left real coordinates. And then I watched with great interest how various products, discounts and opportunities were offered in SMS messages. Somehow imperceptibly and without buying anything, I suddenly became a “dear customer”, received special privileges and “unique discounts”. For many years I have not appeared in this store, but I remember the story as an example of successful customer involvement.

The reverse example is no less interesting. Recently, a liquor store opened in my house with a good selection of wine. And all these guys do the same thing a little more intrusively, call customers, offer discounts. After the seventh or eighth call in a couple of months, I got tired of them and asked not to call again. Yes, and I stopped coming in, because they scared me away as a client with their perseverance. The main thing here is not to overdo it, otherwise you will get exactly the opposite effect.

Choosing a retail space or increasing the flow of customers ourselves

When choosing a retail space, one of the key indicators is the flow that can potentially exist in the store. It's convenient to say that the landlords got drunk and that's why they rent square meters in the city center for that kind of money, but in reality this is almost always a reasonable price. It's just that these square meters have a certain number of visitors that must be taken into account. And a larger store in a residential area may not provide such a flow per square meter, and, accordingly, all its indicators will be noticeably worse.

An old-fashioned technique is the promotion of a store or other business (restaurant, cafe, hotel, SPA-salon) through opinion leaders and popular people. For example, the love of many of my friends and comrades for the Helvetia Hotel on Marata Street in St. Petersburg is still unclear to me. Nearby stands "Corinthia", there is a Radisson Royal with the best rooms, in a word, there is where to turn around. But in “Helvetia” they initially relied on attracting famous people, actors and politicians. I do not know if they are given any special conditions today, but I am sure that in the past it was part of the promotion of the hotel. And for many visitors, the choice of Helvetia is the choice of a potential opportunity to see a famous person in a hotel restaurant, an opportunity to say: “I live with such and such in a hotel.” This immediately gives a certain status and involuntarily advertises the hotel. Instead of a hotel, you can substitute anything you like and get the same result. Zhenya Chichvarkin in the first communication palace on Tverskaya hung photographs of famous visitors on the walls, this wall still exists! And this is a good approach when the perception of a business is formed through analogies. But we have moved a little away from our topic.

So, when you choose a point for your business, you need to understand the traffic and lower these numbers in your forecasts by at least 20%. Or even 30% for greater fidelity. You should consider a business plan based on the worst notions, and not dream of a flood of customers that may not happen. If in fact it turns out that you have a lot of buyers, then it’s good, then you will show additional income. But it is best to proceed from the worst-case scenario.

Another stereotype says that you can attract potential buyers without injecting money. It is generally believed that you need to hire a marketer dash PR specialist and, within the framework of his salary, he will create a feat that no one has succeeded before him. Usually, with this approach, the salary level corresponds to the ideas of beauty, and nothing happens, and cannot happen. In a well-established business, there should always be such a thing as the cost of attracting a potential buyer, it should be calculated and tracked in a clear and transparent manner. In today's market conditions, companies have many tools to receive such analytics, to consider what they are doing right and what needs to be improved.

One of the delusions that lead to failure is the desire to change the quality of the outlet. You believe in your concept, you know your product, and you imagine that, unlike your predecessors in this area, you will succeed. There is a shop in the neighboring house, where tenants are replaced every six months. Then a new one moves in, makes repairs, and everything repeats. There are no visitors there, and it is a difficult task to attract them there, this place falls out a little, there is no parking nearby, it is not visible from the highway (especially in summer and spring). Dead place. But several companies thought that they could not only survive there, but bring buyers there, and missed. Help your business, don't box yourself in the first place, you don't need it. The most difficult thing in any business is not to deceive yourself initially, but to really calculate the risks and your opportunities.

I have before my eyes the example of my friend, who got involved in a big story, having no way to finance it. For half a year, he inflated a bubble, spent money and believed that he could attract some mythical investors who would take on Subaru< /a> assume the company's operating expenses, but that didn't happen. It is naive to think that someone will invest in a business that does not work itself. And I remembered it for one reason, it opened in a place where traffic is very low, and I thought that it could attract people there. And it worked out, only the cost of attracting a buyer turned out to be 10% higher than what he received from the sale. Here is such a minus economy.

Short conclusions and wishes

There are many ways in the world to increase visits to a particular store, sports club or something else. But this should always be an integrated approach, you can’t bring a person to you, and he will be met there by an inept team that will push him away, will not be able to serve. It is impossible to invest in only one tool, it is about the same as teenagers who pump biceps and do not pay attention to other muscles. You can swing your arms, but you need to develop the body harmoniously, just like with business, you can’t rely on only one tool and believe in it. It’s bad without visitors, but it’s even worse when you have a crowd and most potential customers leave with a negative. They will definitely not come back to you. Keep this in mind and develop your business harmoniously. But most importantly, think about what you can do to attract people to you. Look around, there are not just many ways, there are millions of them.

Couch analytics #172. How to attract or lure customers to stores

In the capital of Malaysia, I came across a sign “I love KL”, this is how it is customary to abbreviate the name Kuala Lumpur. The sign is fenced with ropes, there is always a queue, people are patiently waiting for others to take photos.

Several dozens of such sculptures are scattered around the world, each of them is adapted to the area, in Amsterdam they declare their love for this city, somewhere else - for another. Curiously, the original from which the replicas grow is the LOVE sculpture by American artist Robert Indiana. Originally a Christmas card for MOMA in New York, he created it in 1964. In 1970, a sculpture was created for the Indianapolis Museum of Art, and in 1973 the US Post Office even issued a stamp. Very quickly, the LOVE sign became a visiting card for Robert Indiana, and a copy of the sculpture was installed on the Avenue of the Americas.

There is no mention of New York in this work, but it has become strongly associated with the city, this is a landmark place for tourists, even early in the morning or even later in the evening you can meet those who are photographed here. It is a magnet that attracts tourists, although no one expected this to happen. For example, the original Statue of Liberty stands nearby in New York, but tourists rush past it, believing that this is some kind of reduced copy of the original.

In Kuala Lumpur, the sign plays a purely practical role, it is created and installed by an exhibition space that attracts people so much. Some of those taking pictures come in and leave their money - most for a ticket, and some buy souvenirs that are made right there. This is the same magnet that was adapted to attract people to a specific point in space. The logic of placement is also present, this is the central square, around which there are plenty of iconic places, and it is logical to add another tourist point. Put this sign somewhere in the back streets, and it would not work. This is an example of how a local business adapts ideas that have already been implemented in other countries.

If you fantasize and imagine that something similar will be installed in St. Petersburg or Moscow, then with the right approach, it will surely become the same iconic place where tourists will flock. And if you have a restaurant, cafe, gift shop nearby, then you will benefit from such a neighborhood. On the other hand, you cannot rely on chance, and you need to create such magnets for people on your own.

But before moving on to the question of attracting visitors to the store, I want to note that most of the business is still living the old fashioned way and denies the need to introduce at least some kind of analytics. Federal retail chains have gone to the other extreme when they try to calculate each parameter and do not understand how one is related to the other, they calculate everything too much. My experience shows that ignorance of such a parameter as the number of visitors does not allow you to evaluate either seasonality, or the effectiveness of an advertising campaign, or the effectiveness of your sellers. This is the basis for any business, you need to know exactly not only how much and what they bought from you, but also how many people came to you. And then you can understand why you have high or low sales, find the root of the problem, if any. There is a lot of equipment that counts visitors on the market, but analytics systems have long become more interesting, they can not only count how many times the door has been opened, but also remember where the buyer stopped, what windows he looked at, and so on. These are very advanced and interesting systems that, if used properly, can give a lot. But in order to understand their necessity, you need to build a business in such a way when this information is needed. This lyrical digression was necessary, since business owners are often eager to fight, they want to attract potential customers, but do not want to count them, as these are additional costs. And really, why know how many people were in the store, if the most important thing is sales. But if you think so, then you will not succeed in the long run, since sales can only be increased by playing smart.

Traditional tools - sandwich man, advertising and others

To lure visitors to the store is a thankless task, I am sure that you have come across the basic techniques that are practiced in Russia, and in the world. The simplest, familiar from time immemorial is a barker. He may be dressed in funny clothes, he may be a sandwich man or a funny character, but he always walks down the street and advertises what the store sells, offers a cafe, shows in a museum, and so on. The old methods are time-tested, and it’s definitely not worth abandoning them, using barkers with the right presentation (clothes, a message to the people, and so on) can increase the attendance of the point by 10-20%, in rare cases even higher.

The second most effective way is a gift. Usually the gift is offered in an advertisement, it can be a flyer, an ad in a newspaper or on television, whatever. For example, if you come to the store, you can receive a gift. Usually it is not indicated what it is in order to create intrigue and not show that the gift is cheap and not worth the effort. Retailers come up with various mechanics, for example, in “Azbuka Vkusa”, when buying for a certain amount, they issued an invitation to a jewelry store, where you could pick up a silver pendant. Sounds nice? Not that word. The pendant needs to be attached somewhere, and for “ridiculous” money you were offered a chain. It is clear that the pendant together with the chain should cost less than just the chain in this promotion. This explains the mechanics that give the appearance of a gift. By the way, a small number of people refuse to buy a chain, as they see it as a benefit, the pendant is free, and it should be more expensive than the chain, in the logic of the majority. Moreover, few can adequately assess the cost of jewelry, stereotypes say that it should be expensive. And it can also be played.

Gifts are often tied to loyalty programs, bonus points and the like, this is an additional anchor that allows you to get the coordinates of a potential buyer and then use them to make a sale. In many ways, gifts are an inexpensive way to fill the base of potential customers and work with them with various tools. Here, as elsewhere, it is necessary to correctly measure your capabilities and strengths, not to create situations in which you will not get the necessary economy, but will simply work for gifts and only for them.

In advertising, you often hear that the special offer is limited and applies only to stores. This is done so that people go to the store, where, most likely, the seller will be able to redirect them to something else. That is, using interest in a particular product, the buyer can sell something else or expand the list of goods that he will take with him.

People often complain to me that by conducting such promotions in retail, they do not achieve a significant effect. This is a question of the team, the quality of sellers and the right mechanics for the promotion. But if you know for sure that the standard tricks do not work for you, then you definitely shouldn’t do something more tricky, there will be no result. It is impossible, without having learned the simplest mathematical operations, to try to do algebra, the result will be purely negative.

As an example of inexpensive potential customer acquisition, I'll tell you how one of the adult stores arranged the distribution of contraceptives. There were girls on the street who invited me to pick up a pack of Durex for free, you just had to go to the store and leave your phone and mail. Moreover, it was stated that a repetition of such an action is possible, therefore, I think, most people left real coordinates. And then I watched with great interest how various products, discounts and opportunities were offered in SMS messages. Somehow imperceptibly and without buying anything, I suddenly became a “dear customer”, received special privileges and “unique discounts”. For many years I have not appeared in this store, but I remember the story as an example of successful customer involvement.

The reverse example is no less interesting. Recently, a liquor store opened in my house with a good selection of wine. And all these guys do the same thing a little more intrusively, call customers, offer discounts. After the seventh or eighth call in a couple of months, I got tired of them and asked not to call again. Yes, and I stopped coming in, because they scared me away as a client with their perseverance. The main thing here is not to overdo it, otherwise you will get exactly the opposite effect.

Choosing a retail space or increasing the flow of customers ourselves

When choosing a retail space, one of the key indicators is the flow that can potentially exist in the store. It's convenient to say that the landlords got drunk and that's why they rent square meters in the city center for that kind of money, but in reality this is almost always a reasonable price. It's just that these square meters have a certain number of visitors that must be taken into account. And a larger store in a residential area may not provide such a flow per square meter, and, accordingly, all its indicators will be noticeably worse.

An old-fashioned technique is the promotion of a store or other business (restaurant, cafe, hotel, SPA-salon) through opinion leaders and popular people. For example, the love of many of my friends and comrades for the Helvetia Hotel on Marata Street in St. Petersburg is still unclear to me. Nearby stands "Corinthia", there is a Radisson Royal with the best rooms, in a word, there is where to turn around. But in “Helvetia” they initially relied on attracting famous people, actors and politicians. I do not know if they are given any special conditions today, but I am sure that in the past it was part of the promotion of the hotel. And for many visitors, the choice of Helvetia is the choice of a potential opportunity to see a famous person in a hotel restaurant, an opportunity to say: “I live with such and such in a hotel.” This immediately gives a certain status and involuntarily advertises the hotel. Instead of a hotel, you can substitute anything you like and get the same result. Zhenya Chichvarkin in the first communication palace on Tverskaya hung photographs of famous visitors on the walls, this wall still exists! And this is a good approach when the perception of a business is formed through analogies. But we have moved a little away from our topic.

So, when you choose a point for your business, you need to understand the traffic and lower these numbers in your forecasts by at least 20%. Or even 30% for greater fidelity. You should consider a business plan based on the worst notions, and not dream of a flood of customers that may not happen. If in fact it turns out that you have a lot of buyers, then it’s good, then you will show additional income. But it is best to proceed from the worst-case scenario.

Another stereotype says that you can attract potential buyers without injecting money. It is generally believed that you need to hire a marketer dash PR specialist and, within the framework of his salary, he will create a feat that no one has succeeded before him. Usually, with this approach, the salary level corresponds to the ideas of beauty, and nothing happens, and cannot happen. In a well-established business, there should always be such a thing as the cost of attracting a potential buyer, it should be calculated and tracked in a clear and transparent manner. In today's market conditions, companies have many tools to receive such analytics, to consider what they are doing right and what needs to be improved.

One of the delusions that lead to failure is the desire to change the quality of the outlet. You believe in your concept, you know your product, and you imagine that, unlike your predecessors in this area, you will succeed. There is a shop in the neighboring house, where tenants are replaced every six months. Then a new one moves in, makes repairs, and everything repeats. There are no visitors there, and it is a difficult task to attract them there, this place falls out a little, there is no parking nearby, it is not visible from the highway (especially in summer and spring). Dead place. But several companies thought that they could not only survive there, but bring buyers there, and missed. Help your business, don't box yourself in the first place, you don't need it. The most difficult thing in any business is not to deceive yourself initially, but to really calculate the risks and your opportunities.

I have before my eyes the example of my friend, who got involved in a big story, having no way to finance it. For six months, he inflated a bubble, spent money and thought that he could attract some mythical investors who would take on the company's operating expenses for Subaru, but this did not happen. It is naive to think that someone will invest in a business that does not work itself. And I remembered it for one reason, it opened in a place where traffic is very low, and I thought that it could attract people there. And it worked out, only the cost of attracting a buyer turned out to be 10% higher than what he received from the sale. Here is such a minus economy.

I have before my eyes the example of my comrade, who got involved in a big story, having no way to finance it. For six months, he inflated a bubble, spent money and believed that he could attract some mythical investors who would take on
Subaru Subaru assume the company's operating expenses, but this did not happen. It is naive to think that someone will invest in a business that does not work itself. And I remembered it for one reason, it opened in a place where traffic is very low, and I thought that it could attract people there. And it worked out, only the cost of attracting a buyer turned out to be 10% higher than what he received from the sale. This is such a negative economy.

Short conclusions and wishes

There are many ways in the world to increase visits to a particular store, sports club or something else. But this should always be an integrated approach, you can’t bring a person to you, and he will be met there by an inept team that will push him away, will not be able to serve. It is impossible to invest in only one tool, it is about the same as teenagers who pump biceps and do not pay attention to other muscles. You can swing your arms, but you need to develop the body harmoniously, just like with business, you can’t rely on only one tool and believe in it. It’s bad without visitors, but it’s even worse when you have a crowd and most potential customers leave with a negative. They will definitely not come back to you. Keep this in mind and develop your business harmoniously. But most importantly, think about what you can do to attract people to you. Look around, there are not just many ways, there are millions of them.