Business Case Journey - There is a lot of traffic in the hotel lobby, but sales cannot be shipped, what should I do?

Case: I am the person in charge of the lobby of a high-end hotel. The hotel is located next to the high-speed rail station. There are also many office buildings next to it. The flow of people is large, but the quality is uneven; people who come to my place to spend money Most people just order cheap tea, and wine and foreign wine cannot be sold at all. They use a few wines at low prices to attract traffic. As a result, they only buy the cheapest ones and don’t buy the expensive ones! I have tried bundled sales, hotel room vouchers, and guest discounts; but with little success! what to do?

Question: No one consumes the high-end drinks in the hotel lobby, only the cheapest tea and diversion drinks are consumed, and the turnover cannot be increased. What should I do?

Sorting out: ① High-end hotel lobby!

②Have uneven natural traffic!

③The lobby originally made money from high-end drinks!

Step one: analysis;

①What is the essence of the problem?

The case provider should think about it: The essence of your problem is how to sell wine? Or how to increase the profits of the lobby bar? The answer is to increase profits!

So the question should be: How to increase the profits of the lobby bar? Now the statement provided by the provider of this case is actually to use the solution of selling red wine to make profits in the lobby! Is this solution effective?

Let’s first analyze the target customers of the lobby bar. There are three types of target customers:

1. The first type: Passengers taking the high-speed rail in transit, they may take a temporary seat, etc. People, take a rest, it is unlikely that you will come to buy red wine!

2. Category 2: Employees in the office building next to the hotel!

3. The third category: guests staying in the hotel!

The second and third types of customers seem to be relatively matched, but if you think about it more deeply, the places with the most red wine consumption scenes should be high-end restaurants, bars, and KTVs. Most of them are dedicated to communicating with friends. Drink when you are in love! The hotel lobby bar is more of a temporary place to rest, check in, book a room, and wait! When everyone has just arrived or is about to leave, there won’t be much time to drink red wine to bond with each other!

So the conclusion is: the case provider’s plan for selling red wine needs to be figured out! The lobby bar is not suitable for selling red wine!

So the essence of his question is not how to buy good red wine, but what methods can be used to increase the profits of the lobby bar?

Now that we know the first step, let’s think about the second step

The second step: design and solve products that meet the needs of target users!

What do the first group of people (high-speed rail transit passengers) need?

Answer: An inn; what should the inn sell? Answer: Of course, it is tea and some snacks, supplies, magazines, etc. for temporary rest; then we provide storage package services, local snacks, local specialties, etc.

The second group of people (White-collar workers in office buildings, etc.) What do you need?

Sometimes white-collar workers feel that their offices are not high-end enough, or they may ask customer service to talk about things. A lobby bar with an elegant and refined style can provide them with such an environment, and provide them with afternoon tea, and then launch Member card service! It will be attractive to the second type of customers.

What do the third group of people (hotel guests) need?

Guests staying in the hotel have a certain amount of spending power. They sometimes receive friends and guests, and the rooms are sometimes inconvenient. You can use it as a living room for such customers, with a large sofa, Internet, desserts, drinks, health tea, soothing tea or scene marketing red wine...

Through the above products, let's test which one The product sells best, has the highest profit, and is the most popular! Then make it into a standard product and make it a main profit product for a long time!

Step 3: Increase unit price per customer through various methods!

1. Give the lobby bar a very unique name, so that everyone can remember the hotel and I will only remember you, or I will remember you and the hotel at the same time!

2. Free accommodation for free if you spend 1,000 yuan at your place.

There is a 50 fee for the room price! Free accommodation if you spend 1,500 yuan, with a daily limit of 20 places! Hotels often have some rooms available. Talk to the hotel housing department about how many hotels you can buy in bulk per month at a 50% discount! Come and give quotas to consumers! In this way, for customers who love to drink red wine, they can stay in the hotel for free if they buy red wine!

Summary: The key to increasing turnover is to convert traffic into effective traffic, increase the conversion rate, and then increase the unit price per customer. Think of three-pronged approaches! The profits of the lobby bar will naturally increase!