After the effort to attract franchise customers, it is important to work on loyalty, using a good relational rule.
Those who purchase a franchise from a reliable network know that they will have full support in managing the business. The franchisor’s experience is passed on to the franchisee, as are all processes for the correct functioning of the point of sale and supplier recommendations, which have already been tested and approved. But is there a difference, when it comes to management, between a street shop and a shop in a shopping centre?
Marcio Luiz Ucha, director of expansion and new business of Grupo Ornatus, owner of the Morana and Balonè brands, states that, in general, the shopping center defines strategic actions to bring the public closer to the shopping center, and the franchising that exists within of the shopping center the center benefits from it. As for the street shop, even if it is conveniently located for the consumer, the franchise manager needs to do a stronger job to attract the public.
“Not all street outlets are located in places of passage of customers, so it is necessary to take actions to attract people, to attract the attention of the public so that they go to the store. And then comes the work of retaining that customer, so that they return.
In this sense, Ucha emphasizes that the shopping experience must be even better in the street store, to ensure that the customer really returns to that franchise. Of course, at the shopping center you also need to pay attention to the shopping experience, but often the customer returns for another reason, such as the convenience of already buying other things in the shopping center.
“Generally, we return to a particular store because we had a good shopping experience there. We return to the shopping center for this reason, but also for the convenience of being inside. The street shop is the final destination.”
How to build customer loyalty
The effort to attract customers to a store must be put to good use to build their loyalty. At Morana, a women’s accessories chain, this is taken very seriously. On average, about 20% of franchises’ monthly revenue comes from customers who come to the store each month, which brings between 50 and 70 store launches per week.
“With this strategy, it is natural for the customer to see different products every week and generate returns for the store. But it is up to the retailer to carry out this loyalty work,” underlines Ucha.
In the case of jewellery, the orientation given to sellers is to show more products to the customer, in person and via WhatsApp, on the broadcast list, associating the pieces with the moment in the consumer’s life, be it leisure or business.
“It is important to show the customer that in our store they can find fashion alternatives for daily leisure, work, well-being…”, explains Ucha.
To do this assertively, sellers are encouraged to work well on customer records, because in this way they can notify them every time new products arrive in the store: “There is this closeness that pushes people to buy again.”
Cashback to attract customers
Another strategy adopted by Morana, in addition to registration and the report rule, is cashback. By purchasing a product in the store, the customer receives a bonus to be deducted from his next purchase within a pre-established period.
One research done recently have shown that cashback increases spending on purchases by 83.5% on average.
Advantages of the street shop
The initial investment is generally lower;
The cost of employment is generally lower;
The number of employees is lower because the shopping center stays open longer;
Lower break-even point.
Advantages of the mall store
Greater flow of customers;
Safety;
Ease of access;
Convenience for the consumer.
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Source: Terra
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
