In the daily operation of bakery stores, seasonal limited products must occupy a place, which is one of the important paths to improve sales, but in the implementation process, if you simply change the packaging, add a few seasonal fruits, claimed to be a seasonal limited products, such product design is "soup not medicine" approach, it is difficult to achieve sales! Enhancement of the purpose.
Seasonal limited products is a practical way of product innovation, can not just stay on the surface of the pile, some stores believe that the seasonal limited is to change the packaging, add some seasonal elements, which is a misunderstanding of the seasonal limited product innovation.
The real product innovation, to tap the seasonal characteristics, from the flavor, shape to raw materials, are a full range of upgrades, so that the design of the product, in order to let customers feel the seasonal changes, and then inspire their desire to buy. (The core of seasonal product innovation is to use the product to tell the story of the season)
Seasonal limited product design can not follow the wind, from product planning to marketing strategy, we must follow these two points: one is a plan, the second is combined with the characteristics of their own to do, if you see others launch seasonal limited products, follow the wind to do, the results will not be too good, not a slow step to step on the seasonal hotspots, is due to product homogenization can only go to engage in price wars.
Seasonal limited product success, inseparable from a series of plans, which includes a full year of product planning, marketing plans, promotional plans, etc., combined with seasonal characteristics and store features, the development of these targeted plans and implementation of the nodes according to the time to be one step ahead of the seasonal products seasonal market.
In addition to the product should be combined with seasonal characteristics, in the design of seasonal limited product activities, customer experience should also be comprehensive and seasonal characteristics of the combination, do not make a simple promotional activities, so that the seasonal limited product can become a sales boost, can not just stay in the product itself, but also from the publicity and customer experience and other aspects of the efforts.
Let's line up a timeline, if we want to market seasonal products in a season, then it must be before this, complete the promotion of the product publicity, to give customers a kind of product (including activities) expectations; in the promotion of the product before the completion of the design, production, packaging, pricing, etc., which is the basis for the seasonal market; and before these, there should be planning, research and development, procurement and trial adjustments and so on. A series of work to be completed; well, reverse time to complete, and then these things and time nodes, in accordance with the normal order of listing down, is a complete seasonal limited product listing schedule, the next step is to go by the time nodes to complete the work step by step.
With this timetable, and then go to arrange the specific work of each department is much smoother, which for research and development, production, publicity and implementation of these nodes to pay special attention to:
R & D: focus on products, first figure out "who to sell", and then think "how to do", not market-oriented and sales-enhancing R & D for the purpose of belonging to the nonsense.
Production: focus on the supply, from the selection of materials, procurement, formulations, processes, production processes and even warehousing and distribution, and many other aspects to consider, any negligence will certainly affect the final results.
Publicity: focus on the front, no matter what channels you use to promote, must be carried out in advance, so that the season can be more comfortable limited product information, accurate and timely delivery to the target customers.
Implementation: focus on the customer experience, whether in the tasting, display, store layout or promotional activities in these processes, the implementation in place, customer-oriented, comprehensively enhance the customer experience, in order to let the seasonal limited products to play its maximum effect.
Seasonal limited products can not "change the soup without changing the medicine" to make do, to be made into a product, marketing and customer experience of a comprehensive upgrade, to dig the connotation of the season, with creativity to create a unique product, with the strategy to accurately locate the market, with the experience to win the customer's trust, so as to realize the performance enhancement and store growth.
