Original source is here (in French)- http://www.prestashop.com/wiki/FR-Commen...restaShop/
This translation is made with Google Translator, so here can be some misspelling etc.

1. Customer Analysis

It should be noted that visitors and customers are separate.
One visitor called an unknown person (not registered or not logged) sailing on your shop.
A client meanwhile, is a person (registered and logged).
Attracting visitors

Enrollment in itself is not important. It lets you especially appreciate its evolution over a long period.
Acting on changes in enrollment

If you leave your shop run without changing anything, enrollment should be stable or decline slightly.
Strong growth or a sharp decline probably shows a change in your store.

Various possible modifications:
• A publicity campaign may attract many visitors.

• Promotions, sales contests or games are attracting a lot of attention and curiosity of visitors not only the animation of your store, but also increased its traffic.

• Aesthetics: a change of subject may repel visitors. The spelling and clarity are also to treat.
Buyer thoughtful or spontaneous?

A buyer is "spontaneous" (or "impulsive"), when making a purchase not premeditated the mere sight of a product or its conditions of sale (promotion underway, description, picture, price ...).

A buyer is "thinking" when taking time:
• examine all information about a product,
• Compare this product to competitors on the market,
• to reflect on his purchase and the consequences thereof.
Consider the profile of the buyer

You must take into account the importance of various sources of information and contexts, for the two types of buyers.
For example:
• A promotion can spontaneous decide a buyer
• For the buyer thought, we suggest you first explore
different market offers to set your price. Cure description, photographs and presentation of the product, offer a wide choice of carriers with fast delivery times ... Indeed, every detail counts.
Retain Customers

Offer a birthday gift to a client is a way as another to act on its loyalty.

Keeping a customer is more profitable than to win a new one. It is therefore imperative to retain, ie to bring them back to your shop.
Word of mouth is also a means of gaining new customers, for a client unsatisfied do not attract new ones.
To achieve this, several means exist:
The drills:

the market rewards (promotions targeted and personalized gifts - product or service), rewards non-market (priority of a job or product), the monetary awards (purchase orders, reduction, repayment ).
The perennial operations:

loyalty card, loyalty points which not only justify the merchant-client communication, and also offers benefits to customers (private offers, discounts).
These operations not only encourage the customer to buy, but to come back to your shop.

Animate shop

Of course offers and ads attract customers and visitors and create movement in your shop

* Several methods help to animate a shop *
Newsletter:

Regularly send emails to all customers of your store to inform them about new or address a particular topic.
Polls or surveys:

Involving people in the questioning on the activities of the shop.
It may be polls or satisfaction surveys.
Games competition:

Set up shop on your games or competitions, promotional or not. They will not only facilitate the site, but also to increase traffic and thus participate in customer loyalty.
Discussion Forum:

Space where visitors and customers are given the opportunity to file and read messages on the store. Ideal feature to make your shop more interactive and foster communication between users and / or between the Internet and you.
Chat:

Täwge real-time form communities of interest. It may even allow the creation of new services (such as online help or assistance commercial).
Target customers

For each of your messages is the impact, we need to know how you go customer.
Contact the right audience is essential to choose the right tools to convince each of the target audiences.
Restrict its scope to a group of clients is the best solution in order to outsource more appropriate.
Personal information relating to clients enable you to better define the profile of the typical customer to tailor promotions on its site according to different criteria.
Once the target customers

Exploiting this information to act on a target allows customers to increase sales.

• Launch advertising campaigns designed solely to a group of customers likely to be interested in a particular job, and dissemination of the campaign at times and locations.

• Contact by email / newsletter of a group of customers.
In case of trouble ...

Real-time monitoring is not simply a tool to satisfy the curiosity of merchants and is especially effective means to resolve the problems of a client.

If you have a problem with a customer, or if a customer encounters difficulties on your shop, the retail customer, you can focus on a particular customer and see precisely its configuration settings and history of a client.
You can also follow step by step during the visit so that you can help quickly and efficiently.

Analysis products

Check the shop and its contents

These statistics will present an overview of products in order to verify the consistency of your store.

Administer a shop is not easy. To avoid forgetting a product description, an automatic alert you suggesting to complete a description of the items you do not have will be sent.
Focus on one type of product that works!

The rankings of products show the success you more or less of a product.
Act on the success of the product

If a product is greatly appreciated, it would be wise to extend the range of products related to it. Eg. if a pen-pen sells very well, you can suggest other products associated with this type of pen, a pen-holders, kit ... (cross).

* If a product is not sufficiently consulted or bought, here are some tips: *
• Review the consistency of its listing, and accompanying photos.
• Check if this product has been placed in the right category, or the name of his group is well chosen.
• Remember to communicate more about this product: put forward, run over a promotion or a publicity campaign ...

If these solutions do not work, maybe it does not focus on products that work, and remove it from your store.
Adopt the appropriate marketing strategy

Each product follows a life cycle of its own. Broken into 4 major periods, the cycle of life has specific characteristics, growth rates and different marketing objectives.

These are 4 phases: initiation, growth, maturity and decline.

In identifying the period in which the product you will be able to tailor your marketing approach for optimum efficiency.
Identify the phase of your product and act!

During a launch: the recently inserted on the market knows that a moderate growth. The promotional expenditure should be important to inform the consumer, the incentive to buy the new product. The marketing objective here is to know about novelty, do not hesitate to highlight this product in your store, organize games or advertisements, to make it visible. Indeed, the product is more visible by the consumer will get better results at its launch phase.

During a phase of growth: the costs and other promotional and declining sales are growing. The objective is to support as long as possible this growth, improving product quality and expanding its range to convince even more customers and retain existing ones, increasing distribution, continuing communication campaigns, in gradually lowering prices.

During a phase of maturity: Sales reach their peak, their pace slowing. The objective is to maintain the position of the product. This is a period longer than the two previous during which competition may be more fierce. That is why many opportunities for you to fulfill your goal:
• Expand your market for another type of audience.
• Update your product, a system packs to boost sales.
• Retaining customers.
• Modify some elements of marketing mix such as price, distribution or services.
Analyze and understand the evolution of a particular product

Statistics related to a single product can help you understand why the product has suffered a sharp fall / rise.
You can also use this data to redo your stock based on sales trends of this product, or view these data as purely informative.
To ensure the clarity of categories

What people want to see a category at first sight?
A product category must have a name that attracts the attention of the visitor, the name must have meaning and arouse curiosity among the prospective customer.
The names of category as "Miscellaneous" catch-all "are discouraged. More products stored in these categories themselves are heterogeneous.
So be sure to appoint well each of your category and rank each product in the category that corresponds to it.
Adopting a system of sponsorship

A method of advertising spread by which a customer is rewarded (gift, discount, points) when a new customer leads to your store with a recommendation made to him.

You can set up a points system of sponsorship in which the client must mention is that the email address of its sponsor, the sponsor will receive a large number of points in each of its sponsorships. The sponsor may receive a gift
welcome. If it becomes Patron sponsored benefits and also benefit its sponsor.

This technique is very useful to bring new customers, encourage word of mouth and still contribute to customer loyalty.
Offer cross-selling

A cross-selling (called "cross selling" or "additional sales") is a commercial offering at a command, a sale of a product complementary to that purchased or selected.

* These cross-selling come in different forms: *
Additional sales

Aims to suggest products associated with the main product.
For example, if your main product is an mp3 player you can suggest as in the traditional range of products that complement the choice of an mp3 player (protective cover, speaker, connectors, headphones, headsets ...).
Up-selling or ascent in range

Leads consumers to increase in line by buying a more expensive product than it previously anticipated. This technique can boost sales of the product
complementary. For example you offer a high-end PC while customer choice had focused on a computer "midrange".
Sales derived

You propose products closer to that sought by the visitor.
For example you put forward: - The films of the same director - "Those who bought this product also bought"
Sale or coupled system pack

The idea is to involve the main product with an accessory to a price more attractive if the customer had purchased separately, in order to sell a product that the client had not planned to buy. Example: Lot with mobile phone and accessory

Thus, by offering complementary products to your existing range, you increase the average basket and make visible products that are not.

The key is to communicate

Advertising is a form of communication designed to attract the attention of consumers for to buy a product.
You must know how your product to tell if this is new to higher consumption of an existing product, or loyalty to your store.
It is important to note that a campaign does not judge solely on the number of visitors made, but on the quality of them. Indeed, some visitors can just browse without buying anything. Others, more focused and perhaps fewer will be better customers.

There are several types of advertising
Offers "pay-per-click":

To display your advertisement in a search engine
your choice, you set your budget. The higher the amount above your pub
appear. We advise you to target both your advertising so that it appears that in some countries or languages, choose carefully each of your keywords. And also to target visitors want.
Campaigns by product or packs of products:

Banner or placed in front of the product (s) on your own shop.
Word of mouth (or reward system of sponsorship)

Everybody talks and communicates. The principle here is that users themselves to their surroundings recommend an offer, a product, or the benefits of
your store. The offer is spread extremely rapidly, its potential is tenfold through the mode of transmission in the Internet.
Analysis of orders
Adapter offers to Clients

Knowing the average order for a client allows you to analyze his behavior during an order, whether the purchase is generally thoughtful or spontaneous.

Adjust your bids based on such behavior: you can expand the description, add photos advantage, or draw attention momentarily on a particular product for a short time ...).
Adapting the reductions to customers

These data allow the merchant to know what are the coupons favorite clients and know their utilization.
How to adjust to these cuts?

Fix the amount of these bonds is not clear. It must be a balance
between a good offer that will encourage the client to buy and be careful not
lose too much money because the amount too high on them.
If a voucher is used all the time, you can slightly reduce the amount offered to make some savings, given that this award like a lot to the customer.
You can also remove the good with a low percentage of use.
Aim
What objectives?

Set goals, ratios and key performance indicators priority of your store. It is important to note that these objectives should have a time limit to be made.