商场促销的几大败招

商场促销的几大败招 每逢五一、中秋、十一、圣诞、元旦、春节这几大消费高峰时节，各地各大商场使出浑身解数，上演一轮又一轮令人眼花缭乱的商品促销大戏。其实，纵观国内近年零售业的促销手法，不外打折让利、购物返券、价外馈赠、有奖销售、限时购物、降价销售、积分返利等老一套数。面对激烈的商业竞争，商家已经是无所不用其极。但论效果，想必大多数商家内心明白。创新性、差异性的缺失导致消费者产生了“审美疲劳”。引用周星驰周爷的一句话就是“一点科技含量都没有”。另，一点也不与时俱进。败招之一：购物返券从促销手法的设计上，购物返券作为一种变相的打折让利促销，在刺激消费者的重复消费方面的确有极大的吸引力。如果说这种手法10年前的最初还有点新意，有点创造性，有点吸引力的话，那么，当这种手法已经在国内的商家中流行了十多年，十多年的一成不变，大家（包括消费者）都知道怎么个玩法的时候；当各大小商场购物券满天飞的时候，这种购物券还是否具有价值？这是否应了那句话时髦的促销名言，不购物返券是等死，购物返券是找死。商家们如同吸食吗啡一样，明知吸了没好处，如果不吸那更难受，因为别人都在吸呀。 aliqq败招之二：打折返利打折，这的确是一种最古老，也是最直接的让利促销手段。如果商家做的是实实在在的打折让利，消费者还是买账的。问题是，现在的消费者比商家都清醒，你们商家在促销活动期间搞的什么打“五折”，那是将平时的正常售价加高之后再打折的。你们所谓的“全场一折起”，为那一折的商品，就是跑遍你们全场也找不到，就是找到了，要么是垃圾商品，要么是卖完了，这是最蒙人的把戏。败招之三：积分返利要说会员卡，这是个好东西。如果商家能真正赋于会员卡一定的含金量，以会员卡捆绑消费者，绑定消费者，会员卡还是能起到促进销售的作用。消费者办了你的会员卡，能真正享受到会员的服务和让利优惠，那就没的说了，会员卡还有点价值。可当会员卡满天飞，当一个消费者在一个商场消费了一年，积了许多分，结果仅换了价值几十元的垃圾商品，甚至连个几十元的商品都换不到时，会员卡积分返利还有何意义。败招之四：场外演出总是看到一些大商场在自己门外广场上搞一些非常热闹的演出活动。不能否认，一些演出活动能吸引许多人的驻足停留，能吸引一些人气。但有一点商家忘了，那就是当演出活动开始的时候，原本在商场内还在选购商品的消费者也被演出活动给吸引了出来。如果演出活时间动持续的长些，结果是场外热闹，场内静悄悄。试想一下，消费者看演出就是个把小时，也会累的腰酸脚疼的，哪还有力气再去逛你的商场购你的物呀。那些原本潜在的消费者也让演出活动给搅黄了。不知商家是图个热闹呢？还是做慈善？还是在做公益文化活动呢？有的商家美其名曰“做品牌，做影响”。败招之五：场外彩票 更有甚者，有的商家与福利彩票中心合作，在节假日的门外广场上设立彩票销售点。一些消费者拖家带口来商场本来是有点计划购物的，那成想，小玩一把的心理、侥幸心理，赌博心理战胜了理智，将不多的钞票一次次扔给了彩票中心。大多数消费者除了换回一些垃圾礼品外，大多数人肯定是不幸运的，大多数人将购物的银子丢给了彩票中心。原本可以给商家带来营业额的钱就这样流进了彩票中心的口袋了。败招之六：限时抢购当下的一些商超非常流行在某一特定时段内，对某些特定商品实施限时抢购促销。通常情况下，商超的辐射半径不超过一公里，商超的顾客群是非常稳定的。对于商超的大多数消费者而言，不会因为商家的一根葱，一瓶酱油，一支牙膏比其它商家便宜几毛钱，要开个车或搭个车多跑数公里路的，那样的话，更不经济化算。谁也不会因为那几毛钱或几分钱的价差，还要掐着点，然后再拼个你死我活的。这除了对一些天天没事干的几个老头老太太有点刺激外，更是提不上桌面的促销。败招之七：奥运促销今年奥运期间，还有的商家也打出了打多少折，满多少送多少的促销活动。真不知商家是怎么想的，百年不遇的奥运仅是个体育赛事，不是购物节。奥运期间消费者不放假，就是上班的时候还心神不定的，心理还一直惦记着昨天的关键比赛，今天谁能拿冠军，中国能排第几？心理总也念道时间过的这么慢，咋还没到下班的时间呢？下了班，也一定是以最快的时间冲到家里。即便是周末，那也是一家人难得在一起共享赛事的美好时光，谁还有多余的时间去逛商场购物呢？不论促销目的何在，既然是促销，任何促销一定是要与销量挂勾。一成不变的促销是没有出路的。促销需要创新思维，需要永远超前半步或一步。化少钱或不化钱达到促销目的，那大多数是商家们的一厢情愿，是个梦想。即便被个别人误打误撞上了一次，也仅仅是个偶然。在旺季搞促销，即使达到销量的提升，也称不上真正的促销。谁能在淡季取得促销业绩，取得销量的数倍提升，这才是真正的促销。对了，当下正是经济寒流肆虐之时，也正是营销人要拿出点真金白银的时候了。 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