The Studying On The Improvement Of LANCOME's Retail Terminal Based On The Consumer's Demands

From the marketing, to satisfy the consumer's demands and behaviors is the first step to make the marketing direction and marketing strategy for all the companies and brands. For the retailers terminal which directly contact with consumers, it is important to make their own retails sales strategy based on understand the consumer's shopping demands and shopping behaviors.Retails terminal is in the last step at cosmetic sales. It is the last station for product or service delivery to the final consumer. It is the place where the products show to the consumers and finish the sales. At this very important the company and brand sales the products or service to the consumers and finish the last phase at sales process. The consumers buy their favorite products. The retails terminal's visual and management maybe just a responsibility for a department in companies and brands, but for the consumers it can transfer all the information of this brand.The competitions on the retails terminal are very tough, and it's very important for the sales. The key elements of retails terminal including the: products, visual, product display,service…etc.There are different kinds of similar brands gather together at sales counters, how to attract the consumers, how to affect the consumer's psychology and behaviors it the key for the retails terminal sales. The brand through the brand and product display, experiential marketing, brand promotions, service… to improve the sales in the retails terminal and also improve their brand own competitions.This article mainly from the perspective of consumer shopping demand and behaviors,combined with relevant theories and related literature to studying and analysis the LANCOME brand from LOREAL group's retails terminal plan and improvement. The studying main from below points:(1) Review and sum the concept and content of consumer shopping behavior, consumer demand, retail terminal, display space, visible display, personnel promotion…etc.(2) Studying and analysis the international cosmetic brand retails terminal status, and brief introduction for the LANCOME current retails terminal status.(3) Survey research\ data analysis\problem summary on LANCOME's retails terminal and other elements. To state the importance of retail channels planning and development strategy for brand.(4) Combined the brand's own status and theoretical data to give the reasonable, doable,and effective suggestions to the high-end cosmetic brand LANCOME from LOREAL Group.