[create tipping point "high density multi-branch "strategy]
a Cherry Hill Ekimae into shrines, saw the shelves filled with a large number of commodities, a strong promotional atmosphere shocking. Because each row of shelves are neatly surface (exclusive of goods face together, mark toward the front). Once the goods sold, resulting in a vacancy, in which the merchandise looks like a “leftover.” Therefore, to push the goods before the packed plane neatly, giving the impression of strong sales, it is easy to start buying. Neat row of surface appears to be simple, but too often hand to eye, noting that all the goods. So this is a difficult task for any branch is a big issue.

I want to ask a question: “sold out” really is a joy of the thing? Standing business point of view, looks like all sold out very successful. But is it? The introduction of some popular products, all sold, they will write “all sold, thank you”; or limited sales of the start, it will hang out “sold out, I sorry.” This is a very strange argument. Because we see “all sold, thank you” stickers, is sold to customers before, they will think: “I can not buy, no reason to thank me.” As for the “sold out, sorry”, if really want to apologize, the customer may say: “When in relation to prepare some more, to meet the needs of more customers.” – in fact, this feeling is correct.
Cherry Hill in shrines Ekimae, was able to maintain near-perfect condition. Such a neat row of faces, as guidance, and it is Miss Sato. The store is full of momentum of the goods on display, it appears that by supporting the packed plane. In the interview day, I was particularly surprised that, just a new commodity – with toys, snacks, put the two on the horizontal bent, behind the surface to about 20 products. Really is breathtaking. With toys, snacks, toys are the main characters, which Kaiyodo this model doll manufactured by the company, a variety series, popular with the elderly welcome. And, because I do not know which box filled with toys, so there are a large number of people will buy.

[induce impulse buying tips] display

create this idea is now being rapidly attracted much attention. Advocates of the concept to create a wild Professor said: “Today era, not only will need to view the market as a ompetition Field is o create the Field The Field, once formed to create, through dialogue , will be able to have knowledge of each other a high degree of integration into the market domain, from which new knowledge generated through practice, but also into each of them, sensitivity arises. so constantly repeated, knowledge will expand, not the past things, it will become possible. “

widely distributed in the street of shops 7-ELEVEN, how has the unique” consumer psychology ” , “Circulation economics”, “brand management”? Tell you from a layman to the world first retail chain of the core supermarket business secret.

7-ELEVEN Why is the high-density multi-branch strategy? Because the branches concentrated in certain areas, so improved logistics, advertising efficiency; because OFC moves to reduce the time, the store will be able to operate fully to ensure that the access time. Side effect of this efficiency is to be expected. More importantly, its regional customers the psychological effect. In today consumer society, as consumer awareness, usage reaches a certain level, there will be a rapid rise in the curve of the “tipping point.” In the high-density multi-branch approach, but also can be seen the same phenomenon.

so that manufacturers and 7-ELEVEN people so closely link the driving force behind what is it? Daily contact with the MD who minister well Sakamoto says: “That is because they want to work, personally confirm the significance of their own existence, so there have been representatives of the manufacturers, in order to make an unprecedented team of MD new products, hard to convince his company decision makers. “domain in a field joint to open up new things, called” Building. ” “Building” and “competition” in Japanese pronunciation of the same, but everyone says today is a ompetition of the era. Indeed, the market must be competitive. However, if the immediate competition will gradually deviate from the real needs of customers, loss of support. As a result, companies removed the barriers to each other, have contributed their knowledge, and create a higher level of product.
When an area opened several 7-ELEVEN, consumers interested in new things, their awareness will increase, and an opportunity went to stores in consumption, psychological sense of distance quickly shortened. Even through the customer word of mouth, word of mouth as it gradually spread as the infection, the overall area utilization will rise rapidly. So, shop in the new areas, first day of each stores average turnover is not high, but once the density of branches increased to a certain extent, on turnover of the curve will rapidly climb.

grasp the potential customer needs, the customer is When the items that appear in front, I realized, “I want to do something,” could not help but reach out. Even if you go to ask the customer, he does not know. Then, assuming it were necessary. Of course, no one will care about whether the goods as stipulated assumptions, selling well. At this time, it is necessary to confirm the sale of POS data to the results, it is “verification.” POS system was originally developed by the United States, but in the United States, mainly due to the cash register staff to prevent input errors, misconduct; as ordering, product management tool, indeed the first 7-ELEVEN Japanese precedent.

[from the "competition" to "create"]
7-ELEVEN Since its establishment, the continued use of the shop in a concentrated “high-density multi-branch strategy.” This method is, when a region opened a shop in the four weeks to gradually increase the business district close to the mode branch. Tokyo Shitamachi my house is located in densely populated areas, surrounded by it is this typical. 3 to 4 minutes on foot range, with five 7-ELEVEN, 30 minutes within the range 30 to 40. Its density is high, you can feel it every day! So, while the number of 7-ELEVEN head office has more than 10,000, but there are no stores in 15 counties, it is because the high density due to multi-branch strategy. This has been the industry second Rosen 47 administrative districts in the shop, just contrast.
7-ELEVEN stationed in Osaka, when just as is the case. First into a bitter struggle, but the number of branches over 300 when the results began to rapidly rise, the average daily turnover in all regions also come out on top. 7-ELEVEN reason insist on high-density multi-branch approach, is to meet the market because of the psychological, customer psychology, use of tipping point. Accumulation of all things to a certain extent, it will suddenly broke out, this phenomenon can be seen everywhere in the world. 7-ELEVEN stores high-density multi-tipping point is the full application.
["sold out" to celebrate it]

make each other happy, but most that is, even he did not realize that, in fact, really want. This is the other people aware of their own “latent demand”, the gift. Because I have not even aware of, so any who do not know the answer. However, thinking about the other parties want to do next, that such things should be able to discuss their favor, which is assumed. Anyone in the life of all sorts of situations, unconsciously for the hypothesis.

I had two freshly baked bread from the staff development department, where, to hear such a passage. “Headquarters of the MD, in baseball terms, that is super-catcher in football, the goalkeeper is super, but if there is no team, the team will not win. Team to score, everyone must do their own thinking what it can towards a common direction. “garden bread baking project manager, see Mr. Yasuhiko stressed. “The new products will ultimately depend on every day at noon by the staff try to eat. If you can not, we must start over in any case I hope to pass, so a lot of pressure. At that time though I was the only one representative, but I it represents the idea of ??all the members involved in the development. “goods big Guoxiang MD headquarters, Mr. Koizumi said.
double induce customers to impulse buy, the store is how hard, work hard for it? Branches in the course of this interview, one called “master for sale” of part-time workers, it is in the “battle of the shop,” Cherry Hill Ekimae shrines work Ms. Sato for the United States. Senior year of college when she began work-study, but also by Yamada boss “Do you want to be a businessman,” the proposed impact and did not find work in general, but continues to do this for eight years.
In general, there is no surplus of goods sold, is the best, so sellers often think that the “sold out = good.” However, Mr. Suzuki said, specious lies hidden here. “Sold out” is actually a “seller satisfaction” rather than “buyer satisfaction.” Into the goods sold, the seller often shouted long live. However, the sold out before the customers come to see over the shelf is no such thing, only disgruntled. If this situation continues, perhaps he had not entered the store. And that if that store items, will not let budding business to run, and lost customers.
[validate your assumptions with POS]

Suzuki believes that the POS system, generally some misunderstandings. Most people think the business is based on POS sales ranking shown to order. This way you and add orders, additional orders are similar, will result in business losses. As mentioned earlier, POS is the obvious “yesterday customers ata, and will not show” Tomorrow customers data. “Tomorrow customers needs, tomorrow best-selling products, to establish assumptions by people to explore. POS basically validate the previous hypothesis is correct, but also to link to the next hypothesis. Therefore, the clever use of POS systems to verify your assumption is an important part of sales.
former times, even standing in the position of the seller to do business, you can also sell very well. When the flow of goods on the market are not many, lack of supplies of the times, we call the seller-oriented market. Now look at wardrobe, full of things out fast, is the era of surplus materials have been drastic changes in the buyer-oriented market. Therefore, for the customer self-willed, the convenience of the buyer, the seller can meet to what extent, it becomes key.
at 7-ELEVEN, every day in practice, a kind known as “hypothetical” approach. The so-called assumptions, in short, that is the answer for the unknown, “assuming the answer will be the case.” Suzuki believes that thinking about the other party is not aware of the potential demand, is the “hypothesis.” Analogy, what you are thinking about a birthday gift to send to a friend. Want to have to send each other, want to collect things is the most simple. You can also ask each other what you want. This is the match up. Same demand, but the consciousness of each other early in the show it is also aware of, so this is the “explicit needs.” Of course, the other will be very happy now!