How do traditional physical stores use community to drain to stores? 1 Comment / Default / By huanggs
1 thought on “How do traditional physical stores use community to drain to stores?”
In the new retail era, people gradually realized that: more money is more than fans; having fans, then having Rolls -Royce!
The operating fans have become the core competitiveness of retailers in the face of future competition. Undoubtedly, the business of traditional industries in recent years is not easy to do. Traditional physical stores need to use new customer acquisition methods to drain, precipitate and monetize.
So, what problems do physical stores face?
1. Fewer and fewer customers
. Marketing is getting more and more difficult
. More and more inventory
4. More and more competitors
The three elements in the operating model of traditional physical stores: location, goods and promotion.
If continuing to solve the problem according to traditional thinking and pattern, it will be difficult to achieve results.
Because products and stores can be imitated, only customer relationships cannot be imitated. If the physical store is successfully transformed, it is necessary to change the thinking of operating users.
The traditional physical store operating users are usually traffic thinking mode:
This money to buy traffic — attracting people — arouse their desire to buy -promotion causes purchase — reciprocating purchase.
The new retail emphasis on user thinking:
The attraction with value -activation of old customers -dialogue with customers -creating word of mouth to drive customers to participate -promoting customers recommendation and dissemination.
It because traditional traffic is getting higher and higher, low -cost traffic is the goal pursued by all merchants. The most labor -saving way is to let customers fission and attract new customers themselves.
So how do I use the community model to solve the problem of traffic? A complete physical store community needs to complete six major links:
Properative planning -gift selection -attracting traffic -community operations – – Activity monetization -customer fission.
. Community planning
Procketing needs to understand the industry’s attributes and community positioning of physical stores. Generally, physical stores can be divided into three types: just high frequency, just low frequency, niche demand.
In three types of communities to do?
It high frequency:
The attracted target users into groups, through community operations, activate customer bases and build trust with them, shape, shape and shape them Value, then batch transactions (storage value, full reduction activity, etc.)
It low frequency:
Themers of this type of customers are difficult to repurchase, establishing a community must extend the corresponding product or jointly associate with the surrounding merchants. Common operations, resource interchange. For example, the building materials community can cooperate with merchants such as kitchen and bathrooms and furniture to complement each other.
The content output system can be established, attracting people with the same frequency with customers, and extending customers throughout the country.
. Gift selection
Procketing gifts can be divided into three types:
1. Digestion gifts-La New Gifts;
3. Reward gift-crack change gift.
The quality of gifts has a great impact on the success or failure of the community. Set the corresponding material incentive measures to activate the atmosphere in the group, while stimulating the active fission and new members in the group.
. Attraction of traffic
Thestone in the physical store to build a community. The first target group must be entering the store. As long as a small gift, you can pull many users into the group, and the cost can be controlled within 3 yuan.
The second target group is online customers, which can make customers enter the group by walking heart copy and content marketing. At the same time, the shops can also drain each other.
For example: help other merchants give gifts, customers scan the code into the group, go to their stores to receive prizes, and then guide customers to introduce the community. The restaurant can cooperate with the beverage store, and the beauty salon can cooperate with the jewelry store …
. Another method is that after the customer consumes a certain amount of consumption, scan the code into the group, Stores take the prize for free, and on -site shopping guide guides customers to spend a small money.
Because customers have the psychology of small and cheap, once she feels that the product with a value of more than 100 can only be purchased, she will take action.
. Community operations
Is after traffic, the community can start operation. Community operations include: lottery rules, group rules design, small interaction, entertainment theme, discussing themes, sharing themes …
The group rules must be set in the community. Advertising is prohibited to avoid resentment of other group members.
The interaction of trumpets can avoid strange state in the early group and activate the atmosphere in the group. The topic must be created in a timely manner to drive the members of the group to actively participate in the discussion. For example: sports and fitness merchants can publish topics such as weight loss and health in the group, causing attention and participation of target groups.
5. Community monetization
The purpose of community operation is monetization. In order to make any activities successfully sell, how to prepare in the early stage, how to prepare?
In fact, the release of activities can be sent to the trumpet to prevent group members from thinking that this is an advertisement.
It can also be set up for limited time, using a small amount of psychology and scarcity effects to trigger the fast consumption psychology of group members.
The most important thing for the lottery is to make most customers win and make customers take advantage. In this way, when the merchant sells the realization, most customers will be embarrassed to refuse. If you add the temptation of gifts, customers will easily take action.
The mode where there is a mode that all group members can win without spending money:
All group members can receive the third prize for free. After redeeming the prizes on the spot, persuaded them to add some money to upgrade to the first prize, and the money was enough to cover the cost of the first prize.
This so, you don’t spend a penny, sending all customers to send a person’s affection.
. Customer fission
We can only put 500 people through a WeChat group through the community. No matter what the transaction is, it is difficult to break through. How to make a group of the community into several groups, or even dozens of groups?
1. Let customers invite friends to enter the group, you can receive prizes
2. Customers send a circle of friends, you can receive prizes r
. Customers bring friends recharge. If you have a prize, you can receive prizes
4. Establishing a community alliance and other merchants around them form a sticky business district.
The online and offline marketing scenarios tend to integrate. This is a complementary traffic. It can not only increase user stickiness, increase user loyalty, but also the most important thing is to save marketing costs and form a closed loop of traffic. Essence
Plords to combine social marketing and physical stores are conducive to avoiding their own shortcomings. Taking the Internet as a tool for physical store marketing, physical store operations will become better! This content will be shared here.