Research On The Strategy Of Improving The Sale Per Square Foot By“Customization”Model Of Apparel Retail Stores

Mobile Internet technology for the retail industry has brought changes in consumer habits in digital era,and a single or independent operation of the channel is difficult to meet the needs of the challenges which the traditional marketing pattern facing. It needs to be integrated.Consumers in the new era become more independent and more savvy.They can be through the Internet or using evaluation、social media and other platforms to master the comprehensive information relating to shopping.Physical store experience is no longer a final way to acquire knowledge or to facilitate the purchase.At the same time, consumers in the different stages of the whole process of purchase will be based on their own needs in a variety of channels and contacts between the conversion.For example, in the store to try and network parity or online orders which makes the integration of the various channels of the brand is becoming increasingly important.In the past, one-way infusion of brand marketing has also been subversive, and now a variety of social media consumers have been through comments、word of mouth to share with the brand to produce more interactive communication.Customer behavior began to affect brand awareness and also bring brand more data to be tapped for the use of information.Retail industry is facing the trend of the times from single channel to cross channel and the whole channel.The birth of the O2 O model meet the needs of the development of the entire clothing channels and also accelerate the integration of online and offline.At present,the mainly O2 O model which be used by domestic clothing brand is the Store Model、Fans Model、Life Experiencing Shop Model, "Customization" Model, etc.,Different brands of different O2 O model purposes and characteristics are dissimilarity.They are still in the exploratory stage.The "Customization" model is based on Micro channel shopping or App as a platform, through the shopping and customer establish the association to depend on customer service 、increase the shop experiencing and deep customer information.Facing the Industry environment depression、electricity suppliers impact、profitdecline in multiple development strategy problem, how to improve retail stores performance is very important.And enhance sales is to enhance the effectiveness of sale per square foot,and sales volume is mainly composed of two parts: customer unit price and quantity.In this paper, the factors that affect the unit price and the quantity of customers are the factors that affect the combination with the characteristics of "Customization" model. The relationship between "Customization" model and customer unit price and quantity of guest is analyzed.Finally, through the selection strategy of the platform, online and offline goods, channels, technology integration strategy, store training and incentive strategies to enhance customer stickiness or marketing strategy and other methods to build a brand "Customization" model, we hope to promote the sale per square foot of the apparel retail stores.