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1、随时为顾客服务CUSTOMER READY CONCEPT,中国IGA,得到一个顾客可能要一个月时间，但失去一个顾客可能只要一秒钟！IT TAKES MONTHS TO FIND A CUSTOMER ONLY A SECOND TO LOSE ONE.,“随时为顾客服务”CUSTOMER READY CONCEPT,这个理念将协助门店的店长将他的门店准备在一个标准上以便随时应付顾客的需要This concept is to help the store manager to prepared their store to a standard that ALWAYS READY to ser
2、ve the customers,行走管理(MBW)Management by walking,行走管理是日常营运管理的重要方面，因为它可以发现销售区域发生的任何问题并提供立即的纠正和解决方案。这样可以为顾客提供一种毫无争议的购物环境，并确保所有商品容易被顾客接近并处在良好的状态。这个理念包含了观察和监控销售区域的日常营运。这个过程包含了门店所有的执行层级，并由他们来完成，如门店经理，值班经理或副经理。Management by walking is an important aspect in daily operation;as it identifies any problem/s oc
3、curred on the selling floor,thus immediate correction can be taken.This will create a hassle-free shopping environment for the customers,while assuring that merchandise are easy-to-access and in good condition.This concept involves observing and monitoring of daily operations on the selling floor.Th
4、is process involved and performed by the executive level of store operations,i.e.Store Manager,Assistant Store Manager or Duty Manager.,行走管理的目标是：The Objectives of this MBW:,使整体营运更加有效有效地计划、管理、执行和控制日常营运。管理顾客满意度和顾客需求检查和确保雇员在工作时是遵守内部程序的。保证设备和装备等处在运行状态。检讨销售业绩解决门店疑难杂症随时为顾客服务To achieve efficiency in the ov
5、erall operations.Planning,managing,execution and controlling of daily operations effectively.To manage customer satisfaction and needs.To check and ensure staff are following in-house procedures in carrying out their duties.To ensure that fixtures and equipments are in operating condition.To review
6、sales performance.To overcome store blind problem.To be customer ready.,对门店营运有益的地方在于:Benefit to Store Operation:,能够在营业时间之前以及整天都随时准备好为顾客服务。能够让门店的执行者意识到大问题和小问题。能够让执行者评估地堆和端架的单位产出。当部门流程没有被正确执行时，执行者可以纠正采取正确行为。发现那些相对滞销的商品如果员工被要求随时准备为顾客服务，这样可以提高员工的效率和业绩。这样可以让执行者在执行日常操作时能随时培训他的员工。可以培养执行者和员工之间的双向交流。能使保洁员让门店
7、保持在一个高标准的清洁状态。It is ready to serve customers before trading hours and throughout the day.It enables the executive to be aware of major and minor problems in the store.The executive is able to assess the performance of items in Gondola-Ends,block stacks,etcIt allows the executive to rectify and take
8、corrective action if Department procedures are not being followed.To identify items where quantity ordered exceeds daily sales average.Increases staff productivity as staff are required to ensure that the store is always ready to serve customers.It allows the executive to train his/her staff while p
9、erforming the Daily Routine.If fosters two-way communication between the executive and staff as there is an exchange of ideas and opinions.It enables the Cleaners to maintain a high standard of cleanliness.,门店的“盲点问题”The Store Blind Problem:,当执行者对门店环境的一切都很熟悉的时候，他们容易变成“盲人”，这样的结果是他们对周围的一切变得不警觉。他们不能辨别顾客
10、会遇到哪些问题。比如，员工或执行者会认为店内的商品是系统而容易找到地进行陈列的，因为他们已经非常熟悉产品的位置了，但顾客可能会在找这些产品时碰到困难。问题和错误总是很容易被顾客发现，而不容易被门店内的人发现，因为后者是直接负责产品的。为了避免和预防这些“盲点问题”的发生，以下步骤可以被采取：实施日常规范管理，鼓励员工参与日常行为规范管理并听取他们的反馈，以寻求 更好的结果。行走管理就是用来克服“盲点问题”的，以达到随时为顾客服务的理念。An executive becomes store blind when they are too familiar with their working e
11、nvironment,as a result they become un-alert with their surroundings.They failed to identify problem/s encounter by customers.For an example,staff/executive may thinkthat their merchandise is systematically arranged simply because they are familiar with the productswhereabouts,but customers may face
12、difficulty in locating the product/s whereabouts.Problems and mistakes are more easily detected by customers rather than the executive/staff who is directly responsible.To overcome and prevent Store Blind problem the following steps can be taken:Practice Daily Routine,Encourage staff participation i
13、n Daily Routine and listen to stafffeedback to achieve better results.“Management by Walking Concept(MBW)”is use to overcome the“Store Blind Problem”to achieve the“Customer Ready Concept”.,日常规范行走管理：The Daily Routine MBW:,日常规范行走管理是这样一个任务：它要求门店管理者在门店所有区域走动，注意那些应该被执行的东西，在服务顾客前发现、鉴别和管理各种问题。执行者的行走管理可以从前台
14、的收银区开始，一直到后面（或其它环绕的办法），这种预先确定的方式是一种始终如一的日常工作。这种工作最好在每天还没有开门营业前进行，在下午高峰到来之前进行，在晚上闭店前进行。The daily routine is a task which requires the executive to WALK AROUND the entire department/division/store to take note of the tasks that need to be executed,besides observing,identifying and managing the problem
15、s immediately before serving the customer.The executivewalk the store commencing from the FRONT checkouts to the REAR(or the aother way around)of the store in a pre-determined manner that is CONSISTENT DAILY.This task is best performed in the MORNING before the store opens for business,in the AFTERN
16、OON before the peak hour starts and at NIGHT before the store closes for business.,为了让日常规范行走管理取得成功To ensure the success of Daily Routine-MBW,日常行走的路线必须事先确定并长期坚持。执行日常规范行走管理的人员必须严格准时，尤其在早上。当发现偏离标准时，一定要立即采取行动。行走管理中发现的突出问题一定要对相关人员进行追踪并解决。门店的标准必须始终如一。The path of the Daily Walkabout is pre-determined and i
17、s consistent dailyThe staff roster to carry out the Daily Routine are punctual,especially in the morningAction is taken on the observations and deviations from standard operating procedures noted during the walkaboutThere is follow up from the respective staff on matters outstanding from the Daily w
18、alkaboutThere is consistency in store presentation.,M a l l,Check-outs,Info,Plasticware,Beer&Liquor,Bakery,Cooked Food,Fruits&Vegetables,Dried Foods,Dairy&Frozen,TV,Electrical/Home Appliances/Auto,Home Entertainment,Sporting Goods,Textile,Baby/Children,Promotion,Gardening/Outdoor,HBC,Toys,WOV,DIY,Po
19、ultry/Meat,Local Deli,Seafood,Breakfast/Milk/Cooking Needs/Kitchen/Bakeware,Paper Goods,Stationery,Snacks/Confectionery/Beverages,Houseware/Crockery/Glass/Cookware,Household/Cleaner/Bucket.etc,Manchester etc,Back Area,Store Warehouse,Receiving Area,Processing Area,随时为顾客服务的理念是有效的日常行走管理的积极产物Customer R
20、eady Concept is a positive outcome from practicing an effective Daily Routine-MBW,创造和维持了一个良好的店铺形象改进顾客服务以刺激销售便利、舒适和愉快的购物环境刺激销售满意的顾客服务可以带来重复购买和顾客忠诚Creating and maintaining a good store image.Improving in customer service helps to stimulate sales.Convenient,comfortable and pleasant environment helps to
21、 generate sales.Satisfied customer service will create repeat purchaseand store loyalty.,如果在问题的早期发现它们，那么问题一般会不那么复杂，而且比较容易解决。为了在这些方面实现零问题，员工必须密切关注一些方面如果这些方面是直接对商店商品负责的话。因此，执行者和员工之间的双向沟通是很有必要的，和员工取得一致是非常重要的。这些要求门店环境、商品、设施和人员随时处在为顾客服务的状态。A benefit of performing The Daily Routine-MBW is that problems ar
22、e usually less complicated and much easier to be detected and solved,if detected at an early stage.In order to achieve zero default on these focus area,staff must be closely monitored as they contribute directly on the quality on the stores merchandise.Therefore,there should be a two-way communicati
23、on between the executive and staff to exchange ideas and opinions.In this case,developing a close rapport with staff is an advantage It requires the store environment;merchandise;facilities and staff are in satisfactory condition before serving the customer.,执行日常行走管理的好处是,门店日常工作行走管理THE DAILY ROUTINE,
24、早晨/下午/晚上行走 Morning/Afternoon/Night Walk高度注意 Immediate Attention次级注意 Secondary Attention,要纠正的环节Areas For Correction设置优先解决的 Set Priorities委任代表 Delegate完成期限 Deadline For Completion,重新评估 Re-Assessment开门前半个小时 Hour Prior to Opening特别注意生鲜食品 Focus on Fresh Foods追踪布置的任务 Follow up on assignments确认“顾客准备”Assure
25、“Customer Ready”,质量控制 Quality control全天 Throughout the day例行规范 Routine走动，观察，操作 Walking,Looking,Doing,1.,2.,3.,4.,日常行走管理要求执行者重点关注以下方面，因为这些地方最容易出问题:The Daily Routine in MBW requires the executive to focus on these areas,where problems frequently occur:,1.Stock2.Pricing3.Ticketing4.Merchandising and Di
26、splay 5.Fresh Quality Control6.Sales7.Cleanliness/Tidiness8.Receiving/Backyard9.Check out/Cashiering10.Security,库存价格标签 商品和陈列生鲜质量控制销售整齐度和整洁度收货和收货区收银安全,库存 STOCK,1.库存必须十分留意，以减少库存量避免积压过多，这个可以通过经常盘点来完成。库存不足会引起销售的损失，库存过多会带来诸如滞销和资金积压。2.为新产品带来的新库存想法，对滞销商品的降价处理，这些可以避免库存周转太长。3.实施先进先出技术(FIFO)商品先来的必须先卖，这样可以避免商品
27、过期。,1.Stocks need to be carefully monitored to reduced the level of stock holding and avoid out of stock situation by carrying out stocktaking frequently.Out of stock situation will cause loss of sales and over-stock situation will create problem like mishandling of products and capital tied-up.2.To
28、 make way for arrival of new stocks,marked down the prices of slow-moving stocks,this will overcome keeping stocks for too long.3.Practise First In First Out(FIFO)technique,i.e.,stocks that comes in first,must be sold out first,to overcome expired stocks.,4.确认所有库存都是干净的并且被妥善陈列，而且防止容易被顾客破坏、弄乱和混杂。5.所有库
29、存必须陈列良好以保证整个门店的商品销售品质形象。6.为了最大限度减少库存损坏，必须培训员工如何处理库存，所有损毁商品必须退给相关供应商。7.确保所有货架都补货充足，特别在高峰之前。,库存 STOCK,4.Ensure all stocks are clean and properly displayed be more organised and presentable as well as to prevent customers from damaging,mishandling and/or messing up the display structure of merchandise.
30、5.All stocks displayed must be in good condition to maintain the store image on selling quality merchandise.6.To minimise damage stocks,staff need to be taught on handling stocks with care and all damage merchandise must be returned to the respective suppliers.7.Ensure all shelves are fully replenis
31、hed,especially before the peak hour.,价格 PRICING,调查竞争对手的价格，可以随时进行以便自己设置一个有竞争力的价格。确保所有单品都有正确的价签和货架标志，因此密切注意是很必要的。错误的价签能给顾客带来混乱，扰乱他们的想法。价签上的墨水字迹一定要清楚并确保不会给顾客带来混乱。比如数字3和8就容易引起混乱。假如这种情况带来了问题，你只能选择低价格，这样的错误会在正常销售情况下带来极快的销售损失。,Checking competitors prices can be conducted from time to time to set competitiv
32、e prices.Ensure all items carry correct price tags or shelf label,therefore close monitoring is essential.Carrying wrong price tags will create confusion and frustration in customer mind.The inking roller within price label guns must be kept well inked as feint or imperfect creates ambiguity that wi
33、ll be reflected at the point of sale by undercharging.Figures such as 3 and 8 can be confused under unclear printing.When this happens,the lower price is accepted.Such errors on a commonly sold item will surely accumulate losses very rapidly.,标签 TICKETING,确保端架、堆头陈列和促销单品被醒目地突出标签货架标签精确地粘贴并且涉及所有需要的单品。缺
34、货单品告示标签被正确粘贴。所有生鲜部门的产品都必须被正确地标记门店有没有执行公司的价签和标签制度呢?所有货架标签和价签保持干净整齐所有特殊亮点用特殊标签,Ensure that gondola ends,island displays and promotional items are forcefully ticketed.Shelf labels affixed accurately and for all required itemsOut of stocks labels affixed for such itemsAll products in the perishables dep
35、artment should be correctly ticketedIs the store adhering to the companys policies on Price Ticketing?Cleanliness of shelf labels and Price Tickets in the storeAll Specials highlighted with special tickets,商品和陈列 MERCHANDISING AND DISPLAY,1.对同一单品进行大量陈列可以增加销售.被大量的包装陈列吸引的目光也是很多的，这也是小型促销所必需的元素。2.促销商品比如，
36、集中地点促销商品陈列，海报一定要做的吸引人从而引起顾客的注意并产生销售。3.商品必须尽可能的为顾客所容易接触而且不会引起消费者的混乱，所以商品必须容易被顾客发现并查看。4.陈列商品必须容易被消费者拿取并放回原来的位置，所以陈列结构应该在消费者查看商品后不会出现混乱而使他不方便还原。,1.Mass displays of identical products can increase sales substantially.The eye appeal of massed packs can be enormous and this type of display is almost essen
37、tial for small promotional lines.2.Promotional materials such as point-of-sale display material,posters should be attractive enough to draw customers attention to create awareness and generate sales.3.Merchandise should be as accessible as possible to the customer and does not create confusion in cu
38、stomers mind,so that it is easy for the customers to find and examined the merchandise.4.Merchandise displayed should be easy for customers to take and put back into its original place,so that the display structure will not be messy after customers examine the product.,关于陈列的5E 概念 容易看到 容易挑选 不易混乱 容易拿下
39、 容易复原,5E Concepts on DISPLAY Easy to see Easy to choose not Easy to mix up Easy to take Easy to put back,5.货架上陈列不同颜色的商品可以变得更有趣6.损坏的商品永远不能放到正常陈列上，但可以在一个提供折扣商品的专门角落集中售卖。7.所有商品必须按照销售和库存情况提供排面。确保价签和价格卡片保持更新并被放置在商品的低部，以方便提醒顾客。在端架交叉陈列和品类内的交叉陈列可以促进销售和毛利。,商品和陈列 MERCHANDISING AND DISPLAY,5.Shelves showing di
40、fferent colour of merchandise can become more interesting for inspection.6.Damaged goods should never be on normal display but may be sold off at a discount in a bargain corner.7.All merchandise should be given proper facing in proportion to their sales and stockturn.Ensure that price label/card are
41、 updated and placed at the bottom of the product itself,to inform customers on the product price.Cross merchandising at gondola ends or within category will help to increase sales and margin.,在收货点检查生鲜商品的品质如果有问题就拒收。.在包装上写下收货日期确保正确的库存循环。对某些蔬菜水果，将它们晾干脆化可以延长陈列的寿命。预计并控制定单以避免库存过大引起浪费。,生鲜质量控制 FRESH QUALITY
42、 CONTROL,Check the quality of fresh at the receiving point and reject them if not up to standard.Write the date received on the cartons to ensure proper stock rotation.Do crisping process for certain vegetables to prolong the shelf life.Forecast/Control ordering to ensure not over stock which cause
43、high disposal.,保持温度记录卡片以确保冰柜系统运行良好并处在合适的温度。有一个冷藏室、冰箱、陈列架和开放货架清洁的日程表。所有切割装备被正确地清洁并维护。,生鲜质量控制 FRESH QUALITY CONTROL,Maintain temperature card and make sure the refrigeration system are in good order and at the right temperature.Have a schedule to clean and maintain the cold room,freezer,show case,open
44、 case etc.All cutting equipments are properly clean and maintain.,销售分析 SALES ANALYSIS,对比分析实际和预期的销售，以及根据日报、周报和月报的毛利情况，以及毛利率报表。如果没有达到预期的销售目标或毛利目标，就需要相关部门的头解释销售下降的原因并讨论补救措施如：采取店内促销调整陈列和位置以吸引更多的注意力。错误的条码输入可能引起销售数据的不精确，因此盘点可以提供准确的销售信息。,Compare the Actual with the Forecasted sales and gross profit by revi
45、sing the Daily/Weekly/Monthly Sales Report and Profit Margin Report.If fail to achieve the targeted sales or profit margin,request for explanation from respective Department Head as to the declining sales and discuss remedial action to arrest the decline such as:have in-store promotion to generate m
46、ore sales.reposition/re-display the merchandise to get customer attention.Incorrect bar-code entry causes inaccuracy in sales figures,therefore physical stocktaking will provide information on the actual sales.,评估销售差并必须采取行动的品类 评估每个部门单位面积的产出，以 分析不同部门的业绩并在必要时做出调整。,Evaluate which category of product is
47、 poor and take action.Evaluate the sales per square feet of every department to analyse the performance of that department and make changes,if necessary.,销售分析 SALES ANALYSIS,干净度/整齐度 CLEANLINESS/TIDINESS,店内外任何一个角落都必须被清扫比如地板，仓库，办公室，卫生间，停车场，收银台，入口混合区等销售区地板必须在闭店后和开门钱立即清扫.任何分开或打碎的玻璃必须立即被清扫以免有意外所有货架必须随时保持
48、清洁.,Every corner of the store(inside and outside)must be cleaned e.g.selling floor,storage area,office,toilet,car park,checkout counters,entrance compound,etc.The sales floor should be cleaned either after closing or immediately before morning opening.Any spilt or broken glasses on the floor should
49、be clean immediately to prevent accidents.All shelves must be clean at all time.,纪律 DISCIPLINE,告之员工关于他们的工作职责以确保他们正确地执行任务.员工必须清洁和整齐，以作为个人修饰来维持店面的形象。员工必须有礼貌，友善并随时帮助顾客。员工必须守时并遵守时间表.,Informed staff about their job function to ensured that staff carry out their duties properly.The staff should be neat an
50、d tidy as part of personal grooming to maintained the store image.The staff should be courteous,friendly and helpful towards the customer.The staff should be punctual for work and follow the given schedule.,人力 MANPOWER LEVEL,有足够的员工提供给各层的服务吗？人员短缺时我们需要从一个部门调配人员到另一个部门吗？新员工的发展程序是什么？高峰期有足够的收银员吗？,Are ther
