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北京华联综合超市有限公司
营运规范

DM工作手册

二零零二年八月

内部资料 严禁外传 编号:OPSM 09

目 录

第一单元 前言
第二单元 DM活动的目的和散发形式
第三单元 DM活动转档流程及步骤说明
第四单元 DM商品陈列
第五单元 DM商品POP卡说明
第六单元 DM快讯制作流程
第一单元 前 言

一. 适用范围 本手册适用于综合超市各门店的DM促销工作。

二. 目的 制作本手册的目的是为各门店在正常营运中对DM商品的组织、更换及销售各环节工作有程序可遵循。

三. 益处 本手册详细介绍DM和DM工作的内容,通过对本手册规范化的学习,有关管理人员及员工能够在较短的时间内掌握DM工作内容及操作要求,帮助员工更好的从事其本职工作。

四. DM之概述 DM来源于英文DIRECT MAIL,意为快讯商品广告,通常由八开或十六开广告纸正反面彩色印刷而成。华联超市以DM形式作为商店周期性的主要促销手段,通常每二周推出一期,DM上所列商品是以季节、月份、天气、温度、流行度、节令等因素所设定。如在夏季以饮料、防暑品、空调等为重点,在冬季则以火锅、熟食、防寒品等为主。一年中的主要节令是做DM的最好时机,如:元旦、春节、端午节、中秋节、儿童节、国庆节、圣诞节等。DM和商品降价特卖、限时抢购、摸彩、抽奖、试吃、竞赛活动等都属商场内重要的促销方式。(见下图)

第二单元 DM活动的目的和散发形式 一.DM目的: DM就是要最大限度地促进销售、提高业绩,其目的大致可归纳为以下几点: 1. 在一定期间内,扩大营业额,并提高毛利额; 2. 稳定已有顾客群并吸引增加新顾客,以提高客流量; 1. 介绍新产品、时令商品或公司重点推广的商品,以稳定消费群; 2. 增加特定商品(新产品、季节性商品、自有商品等)的销售,以提高人均消费额; 3. 增强企业形象,提高公司知名度; 4. 与同行业举办的促销活动竞争; 5. 刺激消费者的计划性购买和冲动性购买,提高商场营业额。 二.DM散发形式: 1. 通过报纸夹带赠送到消费者手中; 2. 通过广告人员派发,主要包括: A. 在有选择的区域派送到消费者的住处; B. 对重点消费者(团体消费者)以邮寄方式发放; C. 在重点人流区域如车站、停车场等公共场所派送; D. 在商店门前入口处派发; E. 在商场客服区内陈列并供消费者自由索取。 第三单元 DM活动转档流程及步骤说明

一.DM活动转档流程图:

DM立案及会议 采购部提前二周确定DM品项

企划部到楼面或供应商处取样品拍照、制版及初稿制作

采购部核对DM初稿,并对DM商品确定,交给企划部正式彩印

楼面到电脑部领取DM快讯清单

楼面制定端架计划,核实DM商品订单的下达以及追货

楼面到企划部申请POP牌,开始更换端架

撤掉上期DM商品的端架陈列

新DM商品进行端架陈列

摘取所有旧DM商品的POP卡和价格标

摆放所有新快讯商品的POP卡和价格标

检查新快讯商品电脑售价与DM商品宣传售价是否一致

检查服务台、收银台是否熟悉本期DM商品

检查上期DM商品价格是否复原

新DM商品销售

二.DM流程步骤说明: 1. DM立案及会议: 由采购部、营运部、企划部、电脑部等相关部门人员与会研究、分析竞争对手的销售动态、消费者消费习惯的变化、生活水平的改变及节令商品的调整,确定以下事项: 1. DM主题; 2. 本期DM的重点商品及品项; 3. 供应商的促销活动;

2. 采购提前二周确定DM品项: 采购应在二周前就与供应商接触,对本期DM商品的价格和数量进行洽谈,以确定DM商品输入电脑并做变价动作。

1. 企划部在采购人员确定DM商品后,到楼面收取样品进行拍照。 DM商品如属新产品,则需采购人员通知供应商携带样品前来拍照,并于制作过程中添入价格栏目;如属特价商品,则需有明显标志,最后打出本期DM之初稿。

2. 初稿完成后,采购人员应认真仔细核对DM初稿,如有变化或差异应迅速更正,最后确定初稿并交企划部彩印;

3. 当DM完成彩印后,通过邮递或分发等方式,传递到消费者手中。楼面工作人员应到电脑部领取快讯清单,熟记下期DM商品;

6. 楼面人员按DM清单做出端架计划时,需遵循以下几项原则: A. 商品相近原则: B. 整体规划原则: C. 最大销售额原则:
7. 楼面人员核实DM商品的订单及到货情况,查看订货量是否充足,如货量少时,则可暂时将几个商品并作一个端架陈列;货量多时,则可做退货。
8. 楼面人员到企划部申请POP卡:POP卡是指超市为促进销售的广告,也称销售时点广告。凡是店内提供商品与服务信息的广告、指示牌、引导等标志都可以称为POP广告。POP卡是介绍DM商品品名、价格且悬挂于货架旁的广告纸,它具有强烈的视觉效果,可刺激消费者购买欲望(见下图)。

9. 更换端架:时间为此期DM的前一天下午18:00到晚22: 00,更换步骤如下: A. 首先撤掉端架上所陈列的上期DM商品,将其补充到货架,使排面丰满,多余商品分箱装好,上库存区,填写库存单的品名、数量以便补货; B. 清洁空端架,及时将新DM商品拖到空端架位前,此时不能影响现场销售、堵塞通道,商品陈列应齐肩高,陈列时要保持周边区域的卫生并及时清除空纸壳等杂物; C. 所有新DM商品的陈列应在快讯前一天22:00前逐一完成; D. 撤除上期DM快讯商品POP卡和价签,不能有遗漏; E. 更换新DM商品的POP卡和价签

10. 新DM生效当天,楼面人员逐一检查新DM商品的电脑售价与DM宣传单、POP卡是否一致,如有错误,立即做电脑更正;

11. 为方便消费者咨询及加快收银速度,客服员与收银员应熟记新DM商品,

12. 楼面人员检查上期DM商品价签是否恢复原价;

13. 新DM商品的销售。
第四单元 DM商品陈列 1. 端架上DM商品的陈列不能超过二种;
2. 做端架计划时,应考虑所有消费层〈不同的人或购买目的〉;
3. DM商品应垂直陈列(特殊情况可因物品大小稍做改动);
4. 卖场不可有空端架,如DM商品数量不足于维持陈列面,则应立即补货或更换其它商品;
5. 楼面人员应随时注意端架上DM商品的销量,及时补货,使端架DM商品陈列饱满;
6. 端架陈列应美观、活泼,可因讯息因素传递做陈列变化〈如节庆促销活动,赠品活动等〉
7. 整理端架商品是店内员工首要任务。 (附图如下)

第五单元 DM商品POP卡说明 POP卡作用: 1. 吸引过路人进入超市; 2. 告知消费者超市内的特价商品; 3. 告知DM商品的位置; 4. 告知DM商品的价格; 5. 刺激消费者购买欲; 6. 促使卖场活性化; 7. 促进DM商品的销售。 POP卡的检查要点: 1. POP卡的悬挂高度是否是吸引消费者的最佳目视高度; 2. 有没有脏乱或过期的POP卡; 3. POP卡上DM商品的内容是否清楚; 4. 消费者是否能看清或看懂字体,是否有错别字、繁体字; 5. 是否由于POP卡悬挂过多而导致视线效果不佳; 6. POP卡是否有因受潮而引起卷边或破损。

第六单元 DM快讯制作流程

现以武汉华联9805期DM制做流程为例,供有关人员参考: 时间:1998年7月29日——8月11日

7月15日——7月17日 1. 7月15日,采购部提交DM商品目录,目录要求: A. 商品品名、价格准确无误(由主管签字) B. 上报目录应使用打印稿,手写无效 2. 7月16日,将DM快讯目录呈交总经理审核。采购部准备快 讯商品样品。 3. 7月17日,进行拍照,要求: A. 采购部应按目录备全样品; B. 采购部接到通知后,由专人持样品依次到企划部拍照(拍 完后将样品清点带走); C. 采购部人员在拍照记录上签字以确认样品无误。

7月18日——7月20日 7月18日,抠正面片; 7月19日,校对正面片,同时抠反面片; 7月20日上午,校对反面片; 7月20日下午,对反面片进行修改,重新打样。

7月21日——7月23日 7月21日上午,交采购部进行第一次核对; 7月21日下午,继续修改; 7月22日,出样片并打样; 7月23日,印刷。 注:如采购部未按上述时间完成工作,以书面说明交于企划部。

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