expert
Natalia Chinenova's seminar at Tekstillegprom
On February 21, 2019, a seminar will be held in Moscow as part of the Business Program of the 52nd Federal Fair "Tekstillegprom"Natalia Chinenova on retail sales «Retail store pricing – how, without falling into discounts, to attract customers to a retail store».
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Natalia Chinenova chief consultant on business technologies in retail, leading expert in franchising and distribution (wholesale and retail), visual merchandising Fashion Consulting Group.
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Natalia's author's seminar will help students understand how to sell goods at full price and during the sales season, how to get away from constant discounts and "giveaway games" with competitors.The speaker will tell you how to understand your target audience based on sales analytics, how to calculate what a customer votes for in your particular store, why it is important to be able to make a sales calendar plan and why forecasting is the basis of retail business. Will discuss real cases from the practice of the Russian market.
Seminar program
- Sales analysis and the target audience of the store:
- what groups can consumers be divided into in relation to purchases;
- methods of studying the target audience of a retail store;
- how to express customer preferences in numbers, and what conclusions to draw from this;
- how to change the range of retail the store depends on the preferences of the target audience.
- Principles of pricing in retail sales:
- the method of forming price diamonds;
- what is the price matrix of sales;
- how to determine the sensitivity of buyers to the width of the price step;
- how to form a price diamond;
- what conclusions can be drawn according to the price rhombus of actual sales;
- how to change the structure of the assortment according to the conclusions;
- how to check the correctness of the conclusions obtained on the basis of the price rhombus.
- Sales schedule and pricing principles of a retail store:
- technologies for developing a sales calendar;
- the relationship of the target audience, price diamonds and the sales calendar;
- the number of promotions and sales promotion events;
- how to correctly determine the timing of the start of sales promotion campaigns;
- who and how develops the sales calendar plan;
- which retail store services participate in the execution of the sales calendar plan;
- how to adjust the sales calendar plan depending on the behavior of competitors and changes in weather conditions.
Each participant of the seminar will receive a full presentation of the event.
We invite you to visit the 52nd Federal Wholesale Fair of Textile and Light Industry Goods and Equipment"Tekstillegprom", which will be held on February 19– 22, 2019 in Moscow, at VDNH, in Pavilion No. 75. Within the framework ofCommunication platformswill host educational cycles on trends in women's fashion and textile design of the spring-summer 2020 season, wholesale sales technologies and computer technologies. More than 30 events will be held at theFree Space site on current topics of the modern fashion market with the invitation of competent speakers.
< span style="font-size: 12px;">Photo: press service «RLP-Fair»