Chapter 21 Chapter 19 Retailer Marketing Decisions

I believe that in many countries, the balance of power between manufacturers and retailers is changing, and the power of retailers is growing day by day. What is retail?We all know Wal-Mart, Gome, Avon, Hewlett-Packard, the local Holiday Inn, and the doctors who treat patients.These all belong to the retail industry. Retailing includes all activities involved in the sale of goods or services directly to final consumers for their non-commercial use.Any organization engaged in this sales activity, whether it is a manufacturer, wholesaler, or retailer, conducts retail activity.It does not matter how the good or service is sold (in person, by mail, by telephone, or in a vending machine) or where it is sold (in a store, on the street, or in a consumer's home).A retailer or retail store, on the other hand, refers to a business enterprise that is primarily engaged in the retail business.

Founded in Arkansas in 1962.After more than forty years of development, Wal-Mart has become the largest private employer in the United States and the largest chain retailer in the world. In 2004, 2005 and 2007, Wal-Mart ranked first in the world's top 500, and ranked second in 2006. Wal-Mart can become popular all over the world, and its first promotion is undoubtedly the promise of "everyday parity". Consistently did it.First of all, Wal-Mart does not engage in rebates on purchases, does not require suppliers to provide advertising services, and does not need to deliver goods (Wal-Mart will take care of all these), but must get the lowest purchase price.Secondly, Wal-Mart strictly adheres to the low-cost operation norm that office expenses only account for 2% of turnover, and "spends a penny in half", thus "saving expenses more than competitors."The most extraordinary thing is Wal-Mart's low-price business concept of "saving every penny for customers", which makes many ordinary consumers loyal to Wal-Mart because of their extreme sensitivity to prices.

Compared with all transactions, Wal-Mart is indeed a small profit operation.But it is this retail enterprise that neither deals in quick-profit automobiles and oil, nor produces profitable aircraft and cannons, but in less than half a century of ups and downs, it has made a lot of money by relying on small profits but quick sales. In addition to typical supermarket retailers like Wal-Mart, major retailers include the following: Specialty store: only deals in a certain product line, but the product line contains a lot of designs and colors.A clothing store can only sell clothing; a men's clothing store can only sell men's clothing; and a men's shirt store can only sell custom shirts.Such as Adidas Sports Store (sell sports goods and appliances); BodyShop (cosmetics and bath supplies).

Department Stores: Carry several product lines, usually clothing, homeware, and daily necessities, each line is managed as a separate department by an incoming specialist or merchandising specialist.Such as Wangfujing Department Store. Supermarket: A relatively large, low-cost, high-volume, self-service retail organization that serves the various needs of consumers for food, laundry, and household items.Such as Carrefour, Wumart. Convenience store: The store is relatively small, located near a residential area, has long business hours, opens every day of the week, and sells convenience goods with fast turnover, and the price is slightly higher.Many of them have added takeaway sandwiches, coffee and pies.Such as 7-11; Watsons.

Discount Stores: Sell standard merchandise at lower prices than regular stores, with lower gross margins and larger sales volumes.Discount retailing has moved beyond general merchandise and into specialty merchandise.Such as sporting goods discount stores, electrical equipment discount stores and discount bookstores.Such as Wal-Mart, Adidas factory store. Off-price retailer: Buys goods below fixed wholesaler prices and sells them to consumers at a lower price than retail.They deal in excess, flood and irregular merchandise.Such as Metro Club. Superstores: With an average area of ​​35,000 square feet, they mainly meet all the needs of consumers in terms of daily purchases of food and non-food items, and usually provide services such as laundry, laundry, shoe repair, check exchange, and bill payment.In recent years, a new group called "catalogue killers" has a wide range of merchandise and knowledge-based support for specific product lines.Such as IKEA.

Sample catalog showroom: Applied to the discount sales of a large selection of branded goods with high gross margins and fast turnover.A customer places an order for an item in the showroom, which is shipped at that store's shipping location. Terminal innovation is a very important aspect of Chinese innovation.Start from the terminal thinking, master retail, make yourself the king of retail, and become a leading trend and strategy.Kotler said the power of retailers is growing day by day.In Switzerland, the two largest supermarket chains, Migros and Cooperative, account for 80% of the market.Whether a new brand has a chance of being sold on the Swiss market depends on the kindness of the two supermarkets.And the market space of a large-scale manufacturer in China is increasingly dependent on terminal retailers.

The most important strategy for a retailer is identifying the target market.Only when a retailer has identified and outlined its target market can it develop a consistent strategy for product assortment, store decoration, advertising messages, advertising media, and price levels.Kotler said, "Determining the target market is the most important decision for retailers. We can't try to satisfy all groups of people, and the result will only satisfy none." In the United States, since many beer companies are from Europe, the idea of ​​beer technicians occupies a dominant position in these companies.These companies only pay attention to the product itself and not to the market. They care more about the quality of the product than the actual value that customers get from their product.In order to publicize the taste of beer, these companies spend a lot of money on development and advertising. They emphasize the quantity of hops, the quality of water, the proportion of each ingredient and the fermentation process.These beer companies believe that the average drinker can discern the different tastes of various brands of beer just as well as the brewer.

In reality, however, most American drinkers can't tell the difference between different brands of beer, and people don't choose beer just for taste.In order to understand the factors that consumers buy beer, the new Miller Brewing Company surveyed beer consumers in the United States and found that the largest consumer group of beer is young men, mainly blue-collar workers.It was also found that these blue-collar workers were drinking with their peers in bars rather than at home with their wives. Before the company bought Miller Brewing Company, the blue-collar workers who were the main consumption force received little attention from the company.The beer companies advertised something out of tune with the life of the blue-collar worker.For example, the Budwieser company, which is the leading company in the market, publishes such a picture in its advertisement: At a social ball held by the elegant swimming pool of a certain mansion, wealthy gentlemen and ladies of the upper class are drinking "Bard" brand beer.For this reason, Miller Company abandoned the concept of "champagne" and launched the "Miller Good Life" brand beer-a new beer adapted to the tastes of workers.Because many customers also drank a lot of beer while fishing or hunting, Miller began to use cans and began to supply supermarkets.Moreover, the company sells its products to hotels and bowling alleys across the country.

To get people interested in Good Life beer, Miller devised and invested heavily in an advertising campaign designed to appeal to blue-collar workers. "Miller Good Life" beer squeezed into the daily life of workers, and people's time after get off work became "Miller" time.Miller's ads praised the work of workers in industries such as oil, railroads, and steel, portraying them as healthy, doing important work, and proud to be part of the crew.To reach its target market, Miller advertised only on television, the medium of choice for blue-collar workers, and focused on their favorite sports.

In one year, Miller's market share jumped from the eighth to the fourth, and then gradually rose to the second. In order to make persistent efforts, Miller has launched a new product-health beer, which the company positions as a low-calorie beer and named it "Miller Wright".Targeting three target markets: young male blue-collar workers, older workers and women, the product quickly became a superstar in the market. "Miller" brewing company is precisely because of its correct target market selection, it only took one and a half years to get rid of the poor management situation and leapt to the first place in the American beer market share. Its success should be attributed to market segmentation. points and target marketing.

"Miller" brewing company determined its own target market strategy on the basis of market segmentation, thereby quickly occupying the market.Marketing experts also remind retailers that they should regularly collect market information to check whether they meet the needs of target customers and whether they have successfully brought their business closer to their target market.As Kotler also emphasized, because "the retailer is at the terminal of the circulation field, directly connects with consumers, and undertakes the task of realizing the ultimate value of the product, so it is very important to meet various consumer needs, promote the smooth sales of products and It plays a very important role in promoting the normal operation of social reproduction.” The product varieties that retailers operate must be consistent with the products that the target market may buy, which has become a key principle for similar retailers to compete. Retailers must decide on the width (narrow or wide), depth (shallow or deep) and product quality of the assortment.Because customers want stores to provide as many products as possible, so that customers have enough choices.Of course, customers not only pay attention to the number of product types, models, and styles, but also pay great attention to the quality of various products. Polo Ralph Lauren is a well-known company registered in New York, USA. Its products include men's clothing, women's clothing, sportswear, sporting goods, denim clothing, leather accessories, accessories, perfumes, home accessories, etc. Ralph Lauren has multiple series and has a diversified brand structure, which differs according to product type, target group and price, including Ralph Lauren, Polo Ralph Lauren, Black Label, Blue Label, Purple Label, Polo Sport, Ralph Lauren Brands such as Golf, Ralph Lauren Fragrances, Chaps, etc. Different products and brands of Polo Ralph Lauren will connect to different channel systems and differentiate according to retailers.Taking women's clothing as an example, Blue Label is only sold through Ralph Lauren stores in the United States, while low-priced Lauren is sold through department stores and websites. Women's Ralph Lauren Collection and Black Label are mainly sold through Ralph Lauren stores, and also selectively in Some department stores sell it. More recently, Polo Ralph Lauren has taken retailer differentiation a step further with its global brand concept team, which builds unique brands for each retailer.For example, the group built a new American Living brand for JCPenny. If a retailer wants to establish its own advantages in product varieties, it must formulate a product differentiation strategy that is consistent with the target market.For example, featuring a unique brand not available at a competing retailer; or a company designing its own apparel to sell in-store; The service of providing customized goods is also a good way to attract customers.All in all, the company needs to adopt the management method of "I have what others don't have, I am good when others have it, I am new when I am good, and I am fast when I am new" to gain an advantage in business competition. Large retailers must carefully consider whether to open many small stores in many areas, or to open a few large stores in fewer places.In general, a retailer should open enough stores in each city to expand store presence and gain distribution economies. The choice of store location of a retail store is a key competitive element of whether it can attract customers.Retailers can choose where to open stores in central business districts, regional commercial streets, and residential areas where businesses are densely populated.For example, Shanghai's No. 1 Department Store has opened many branches in central commercial areas such as Nanjing Road and Huaihai Road, and also opened branches such as Huxi Store and Hutai Store, occupying a place in regional commercial centers. The Xujiahui area in Shanghai only started to rise in the 1990s, but developed into one of the five famous commercial centers in Shanghai within four to five years.Why can Xujiahui District develop so fast?It mainly benefits from the dislocation competition of retail business. One is the dislocation of services: Dongfang Commercial Building calls for etiquette services; Sixth Department Store implements natural services; Huilian Commercial Building implements technical services to actually demonstrate various functions of products for customers. The second is the dislocation of commodities: Dongfang Commercial Building mainly sells imported high-end commodities; Sixth Department Store mainly sells domestic brand-name products; Pacific Department Store mainly sells fashionable and popular goods; Huilian Commercial Building mainly sells mass goods feature. The third is the dislocation of grades: due to the different composition of goods and the difference in service level, the status of each store in the minds of consumers is also different.Dongfang Commercial Building and Pacific Department Store represent "leading the new trend of high-quality goods", while Huilian Commercial Building has become a shopping place for "common people". Due to the dislocation of businesses, Xujiahui has attracted as many customers as possible to spend here.It should be said that the dislocation of businesses in the Xujiahui area provides a valuable experience in breaking the homogeneity of goods, services and commercial buildings in retail business. A good store address is the beginning of success.However, in real life, when many of our stores opened their doors, although they realized the importance of store location selection, they did not conduct careful research and scientific analysis. The location of the store is good or bad, it is not advisable.Marketing experts remind that the best store location is generally considered from the following six aspects: 1.Areas with high commercial activity.In the downtown area, commercial activities are extremely frequent, and the turnover of a store in such an area is bound to be high. Such a store location is a place where every inch of land is expensive.On the contrary, if you set up a store in a place with a small passenger flow, it will be difficult to increase your turnover. 2.areas with high population density.The places where residents live together and where the population is concentrated are suitable places to open shops.In places where the population is concentrated, people have a large demand for various commodities, and the income of stores in such areas is usually relatively stable. 3.Facing high traffic streets.The store is located on the street with more traffic, which can make shopping more convenient for most people. 4.The area with convenient transportation.For example, the station where passengers get on and off more frequently, the vicinity of several major stations, or the streets where customers have a short walking distance. 5.Be close to places where people gather.Such as cinemas, parks, playgrounds, dance halls and other entertainment venues, or near large factories and institutions. 6.A neighborhood where similar shops gather.For those stores dealing with optional goods and durable goods, if they can be concentrated in a certain area or block, they will be more able to attract customers.Various professional streets have been formed in many cities. For example, in Guangzhou, you have to go to Beijing Road to buy clothes, and Haiyin to buy electrical appliances. Many smart customers often travel long distances to shop in professional streets in order to shop around. A retailer's price is a key positioning factor and must be determined in light of the target market, product-service mix, and competition. All retailers hope to sell goods at high prices and to expand sales.But the two often have opposite effects, which makes retailers have to strike a balance between the two.Common retailers also show more high cost and low sales volume or low cost and high sales volume.However, today's market competition is so fierce that most retailers have to attract customers by marking low prices on certain products, and sometimes hold big discounts on commodities to seek better business development. Carrefour, founded in France in 1993, ranked sixth in the global retail industry in 1996. By the end of 1997, it had opened 307 branches in 18 countries and regions around the world. Carrefour opened its first branch in Beijing at the end of 1995.Since the opening of the Beijing Carrefour store, the highest daily turnover has reached 4.3 million yuan, and the annual sales volume has reached 400 million yuan.Carrefour's success largely depends on its pricing strategy. As early as the early days when Carrefour entered Beijing, its pricing goal was simple: to maintain the survival of the enterprise.In the face of Beijing's fiercely competitive market environment, in order to gain a firm foothold in the market, Carrefour first adopted a low-price strategy, that is, its commodity prices were generally 10-20% lower than the normal price, and opened up the market through the low-price strategy. Carrefour first adopted the low-price strategy when it opened in Beijing, attracting a large number of customers to buy, and through the word-of-mouth communication of these customers, Carrefour quickly increased its popularity.Carrefour always has about 10% of low-priced commodities, but these 10% of commodities have driven the sales of other 90% of normal-priced commodities.These low-priced commodities are mainly daily-use cosmetics and food and beverages with low profit, high purchase frequency and large purchase volume. Generally, low-priced commodities are 10-20% lower than normal prices.This is also catering to people's sensitive price psychology.Carrefour will also adopt some special price strategies during store celebrations and some festivals. But after gaining a firm foothold in the Beijing market, when consumers talked about Carrefour's low prices with great relish, Carrefour quietly increased the prices of its products.However, at this time, people have already psychologically determined that Carrefour is cheap and has a complete range of products, and they have formed the habit of shopping at Carrefour. Carrefour's price strategy fully reflects its business philosophy.Although it is an ultra-low price, through high-speed operation, unified purchase, cooperative distribution, computer network management and other advanced management methods, it is guaranteed that the maximum sales volume can still be used to obtain profits when selling at low prices.Through the use of price strategies, coupled with a relaxed shopping environment, excellent service and other factors, we can firmly attract the hearts of customers. Pricing for retailers isn't all that different from general marketing.For specific pricing and price adjustment methods, please refer to the introduction in Chapter ** of this book. In the long run, the only basis for their survival is to improve the effectiveness and efficiency of the entire marketing channel.To achieve this goal, they must constantly improve service and reduce costs. As a retailer, it does not add value to the products it operates, so it only provides services. Therefore, it is what retailers need to do to win their own market with differentiated services in exchange for their own remuneration.Wal-Mart believes that service attitude and service quality directly affect customer satisfaction and determine the number of repeat customers.If the work is done more meticulously than the regulations, the customer will have less trouble, so the satisfaction and trust will be higher.Accumulation bit by bit, smile as means, sincerity as action, perfect combination of software and hardware as tools, this is the way of Wal-Mart's service. As a large retail enterprise, Wal-Mart's most important service strategy is customer satisfaction strategy.Establishing the service concept of "customer first, customer first" has always been implemented in Wal-Mart's entire process from commodity procurement to final sales. 1.pre-sale service.The upper and lower levels of Wal-Mart attach great importance to pre-sales service.The clerks will do their own jobs well and implement them in their daily work; and the managers will also supervise them from time to time.Managers of Wal-Mart branches often point to a certain product on the shelf and ask the department manager to place the product from the customer's point of view, and to understand the psychology and search method of the customer when purchasing the product.This allows every manager to put himself in the customer's shoes, and look at product display, product procurement, product categories, various services, etc. from the customer's point of view. 2.Sale service.After customers enter the store, Walmart requires employees to greet customers with a smile, look them in the eyes, greet them, and encourage them to seek advice and help whenever they appear within a distance of three meters.At the same time, Wal-Mart also has quantitative standards for customers' smiles: "Please show your eight teeth to customers." Wal-Mart requires employees to provide services that will make customers happy throughout the shopping process, and the service must exceed customer expectations.Require employees to bring customers to the products they are looking for, instead of just pointing to customers or telling them where the products are; require employees to be familiar with the advantages, differences and prices of products in their department, and spend a lot of time before starting work every day. Familiarize yourself with new products in 5 minutes, and introduce products to customers in detail and thoughtfully.Wal-Mart attaches great importance to creating a good shopping environment, and often carries out various promotional activities in stores. 3.After sales service.In Wal-Mart stores, those who make a purchase above a certain amount can enjoy the delivery service.Customers who buy anything at any Wal-Mart store can return it to the store within one month and get their full money back.Wal-Mart also adheres to the principle of "unconditional refund" for customers to ensure that every customer has no worries.Wal-Mart's 4 return guidelines are: first, if the customer does not have a receipt - smile, return or refund the customer; second, if you are not sure whether Wal-Mart sells such an item - smile, return or refund the customer 3rd, if the item has been sold for more than a month - smile, return or refund the customer; 4th, if you suspect that the item has been used inappropriately - smile, return or refund the customer. The good service provided by Wal-Mart under the guidance of the principle of "customer first" has not only won the enthusiastic praise of customers and a lot of money, but also won a valuable "word of mouth" for the company, which has become the biggest "difference" between the company and its competitors. The long-term development of the enterprise has laid a solid foundation. Every store has a physical layout that makes it easy or difficult for people to walk around; every store must be carefully conceived to have an atmosphere that suits the target market and makes customers happy to buy. A good store atmosphere comes from careful store design.Putting the right products in the right place will attract the right consumers to shop and increase the probability of purchase; if the inappropriate people come to the inappropriate place, it will increase the congestion of those originally suitable people to the environment and unpleasant shopping experience. In order to heighten the atmosphere of the Spring Festival store and create a prosperous Spring Festival store atmosphere, a shopping mall has arranged the store as follows: The layout plan uses red as the main color, supplemented by paper-cut giant dragons (one red and one yellow, in the shape of two dragons playing with beads).Paper-cut window flowers ("more than every year" or other forms of expression).The paper-cut "Spring" and "Fu" red color strips, red lanterns, special price strips, boards (made of red KD boards) and other materials are mainly used to arrange scenes, so as to achieve a warm, lively and red-popping atmosphere in the store. 1. The outer walls (glass surfaces) on both sides of the first floor are decorated with red lanterns and fake firecrackers.The characters include "Auspicious New Year" or "Auspicious Ruyi" and so on. 2. The two large columns at the gate are wrapped in red, and a couplet with a strong commercial atmosphere and service positioning is written (to be drafted, yellow characters).The four big lanterns at the door are pasted with golden characters (corresponding to the couplets).A series of small lanterns are decorated on the inside of the entrance door.The paper-cut "Spring" and "Fu" color strips with the main theme of each counter are decorated. 3. At the entrance of the elevator on the second floor, a street of New Year’s goods is arranged, bordered with window grilles or yellow self-adhesive strips, and paper-cut windows are turned on both sides.It is accompanied by red lanterns and festive phrases such as "every year is more than enough". 4. Special price cards of different sizes and various forms of expression can be customized in the venue. 5. Paper-cut "Spring" and "Fu" banners can be used to decorate the two sides of the stack. 6. Layout of special offer area: a.With the theme of "New Year's Eve! Take the blessing home!" as the theme, it is expressed in the shape of a horizontal plaque (made of red KD board, decorated with window grilles or yellow strips, with paper-cut giant dragons (one red and one yellow, two dragons playing with beads) shape) wrapped around the horizontal plaque of "Bring the word "Fu" home". b.Paper-cut banners with the characters "Spring" and "Fu" can be used to decorate the pile heads in the venue. 6. All the piles in the "New Year's goods one street" and "special price area" can be decorated with stickers engraving "Chinese New Year! Take home the blessing". When customers go to the mall to buy things, they will inevitably be affected by the atmosphere of the mall.Therefore, as long as the store grasps the lifeblood part of the customer experience-put the right product in the right place, it will sell to the right customer.At this time, the customer will have a corresponding experience: comfort, pleasure, excitement, acceptance... The customer experience design of the store needs to consider the customer's mood and shopping habits.For example, in the case of the store, the store will dress up the mall in red tones full of New Year's flavor around the Spring Festival, which will not only bring the festive feeling of the New Year to customers, but also the best promotion for New Year's products.Store design needs to consider many aspects.Factors such as the overall visual management of different areas, access channels, length of stay, and whether there is a sense of congestion must be considered comprehensively.If the environment is well created, the customer will find that the people in this place have the same feeling as him, they are the same kind of people, and he will also feel that the flowing atmosphere, crowd, environment and products are integrated here, and he will also feel It is natural to see that there is no obstacle in communication with you, so I am very happy to shop here.These elements that impress customers need to be carefully designed. They should not only stay on the superficial things such as promotions, but also return to the heart that impresses people and rise to the spiritual level to attract and retain more customers. All in all, when the right product is placed in the right place at the right time, more consumers will come to buy it.Therefore, every retailer must create a suitable environment for your customers to find the right products conveniently. A good store design and product mix planning will make customers have the desire to stay and buy here after they come in. Can greatly promote our sales. Retailers are the commercial organizations that change the most, and we should understand the characteristics of social development to see their development.At present, in industrialized countries, population and economic growth rates tend to be slow; capital, energy and labor costs continue to increase; consumers' lifestyles, shopping habits and delivery attitudes have also changed; electronic sales, computer accounting, online shopping has grown in popularity; consumer interest movements in various countries are on the rise.All these factors have a profound impact on the retailer's structure. Due to fierce competition, all retail companies want to establish their own unique advantages, so retail companies continue to introduce new retail forms, which eventually leads to the continuous acceleration of changes in the retail industry and the continuous shortening of the retail life cycle.New retail forms have sprung up like mushrooms after rain, seriously threatening the existing retail forms. Due to fierce competition, all retail companies want to establish their own unique advantages. Therefore, retail companies continue to introduce new retail forms, which eventually lead to changes in the retail industry. Constantly accelerating, retail lifecycles continue to shorten.New retail formats are springing up like mushrooms, seriously threatening the existing retail formats. After the four-day event in Cuiwei Building on October 1, 2009, the income after coupons can still reach 120 million yuan.According to the relevant person in charge, this is because the background information technology has played an important role.Compared with the sales promotions of other shopping malls, the biggest feature of Cuiwei Building's 9th anniversary sales promotion from November 16 to 19, 2006 is that in addition to the benefits obtained from coupons, the cash part also has a lot of profits.And although some shopping malls may offer discounts such as "buy 100, get 300 free", it may be that the sales of coupons are promoted for a while, and the actual income minus the coupons will not have much profit. sales, and no actual profit. Cuiwei has very solid data analysis and skills in setting up promotional activities, who will participate and who will not.The skill here refers to the newly researched CRM (customer relationship management) system. CRM is a kind of knowledge discovery, mainly to discover what aspects of consumption patterns, especially key customers.Also, the sensitivity of promotions to various customers can be tapped.To carry out differentiated marketing for different customers, administrative cadres, company white-collar workers, and students should all be treated differently.With this system, the convenience of data analysis is further increased.First of all, the construction of customer analysis system has been strengthened. For example, enterprises have to analyze hundreds of millions of consumption records a year, and the CRM system can dig out the characteristics of customer consumption and discover the characteristics of customer brand consumption.Second, establish a communication system with customers.In the past, customers only interacted with the mall in the store.Now, even at home, you can contact shopping malls through telephone, Internet, and mobile phone text messages.As a result, the management of shopping malls is integrated from the inside to the outside, and expanded from the inside of the enterprise to the outside of the enterprise.From managing commodities and inventory to managing customers.Cuiwei has collected the information of millions of customers in order to ensure the smooth development of differentiated marketing. Kotler pointed out that the development trend of the retail industry generally presents the following characteristics: the competition of various stores is increasingly intensified; the retail life cycle is shortened, and new retail forms are emerging; the trend of commodity integration and diversification; The retail industry has had a huge impact; large retailers are embarking on global expansion; the management level of retail enterprises is improving day by day.With competing furniture, retail technology is becoming increasingly important as a means of competition.Today's retailers widely use advanced electronic technology to improve demand forecasting, control storage costs, and conduct profit analysis.In fact, informatization has enjoyed convenience and benefits in all aspects of merchant retail. In the case, Cuiwei Department Store formally introduced informatization into customer relationship management. Instead of managing products, finances, people, and internal initiative, it now has to manage things that cannot be controlled externally, such as customers. The screening, development, research, judgment, and use of relationships should be an endless process of information system construction. Through this customer relationship management system under development, the enterprise can adjust quickly, have strong constraints on human, financial and property management, and have high cost efficiency. It can allow the main operators to spend more time to constantly deny themselves and improve themselves.As long as the customer enters the store, through the analysis of the information system, he can use the computer to analyze why the person can buy certain commodities and why he cannot buy certain commodities.We can foresee that in the future retail competition, information systems will play an increasingly important role.