What kind of thinking do we need to have better management in the era of mobile Internet
User thinking in the new retail era
When a marketing method is known to everyone, it has actually passed the marketing bonus period. In the mobile Internet era, it will only become more and more difficult to survive by relying on the original traffic thinking and selling thinking.
So what kind of thinking do we need in the mobile Internet era?
-User thinking.
User thinking is to always revolve around the needs and interests of users, first let the customers get the benefits, gain the goodwill and trust of the customers, and then produce consumption.
It can be said that many people have no community thinking, no sense of community, no circle of customers, and customers become friends, and customers become fans.
Many brick-and-mortar store owners have no sense of word-of-mouth, do not pay attention to customer repurchase and referrals, and have an attitude of a one-shot deal. A truly long-term business must be the result of word-of-mouth cracking.
Many bosses have no cross-industry awareness and always stick to their own products without diversification. In fact, in this era, our stores can be changed, our products can be changed, only the customer experience, the relationship between us and customers is the eternal pursuit. Therefore, it is not that the physical store is not working, but the physical store of some people is not working.
Now even Alibaba, Tencent, and JD.com are all deploying offline, because offline accounts for 80% of the traffic. The online traffic cost of physical business is no longer lower than offline.
2. Using social marketing to acquire customers
to increase sales There are three ways for physical stores to increase sales quickly:
1. Increase the number
of customers 2. Increase customer repurchase rate
3. Promote customer referrals.
In the current fierce competition, rely on natural waiting or promotion , And can not significantly increase the number of our customers. So how can repurchase and referral be realized?
We all know that WeChat is the most popular Internet tool at the moment. But will you really use WeChat for marketing? We use WeChat correctly to make more effective links with customers.
Many people think that social marketing is to pull people into WeChat groups and then advertise frantically. This is obviously wrong perception.
It is particularly emphasized here: To
be a community, forget about advertising. Instead of advertising, the order was issued. When advertising, the customer did not speak.
3. What does the community operation not advertise?
First, we must attract customers to the group. Remember to attract, not deadlift. Because you are deadlifting others, they immediately think that you want to sell and advertise. No matter what you say, someone has already labeled you.
Second, apart from content, what can draw people from strangers together is welfare. Obviously, the content is the shortcoming of the store owner, so there are only benefits. What kind of benefits are available? The most effective way is-physical lottery.
Let everyone draw a lottery in the group, and win the prize to receive. Before a relationship is established, people have to take advantage. Once a relationship is established between people, they will not put the advantage in the first place.
Traditional promotion also uses consumers to take advantage, but the disadvantage is that there is no emotional link or customer relationship. In layman's terms: Invest first, then return.
So the community: it is possible to lock the customers who take advantage of it, stay in our pond, and allow customers to establish emotional customer relationships with us through subsequent marketing methods. After having a customer relationship, customers are willing to pay and swipe their cards.
Third, use welfare + personal stories + dry content + interactive entertainment to establish emotional links with customers. Suggestions: sharing of dry goods from Monday to Friday, entertainment on Saturdays, group purchases in groups on Sundays.
(1) Draw continuously. The goal is to get more people to win the prize and first make customers owe you.
(2) You must be able to share your own story and let customers be moved by you.
(3) To access valuable knowledge sharing, such as clothing matching knowledge, children's education knowledge, health knowledge, beauty knowledge, people's livelihood knowledge, etc.
(4) Entertainment and interaction. Guessing puzzles, idioms and ancient poems solitaire, looking at pictures and guessing objects, singing competitions and other entertainment interactions can make it easy for group members to participate in physical store activities.
Fourth, teach the shopkeepers around you to play with the community. They have customers, teach them to build a group, and you extend the marketing tentacles to their group. Teach them to play and customers share.
The advantage of this is: you originally had 200 customers, which can be multiplied 10 times.
The advantages of being a local business circle community alliance:
(1) Bring benefits to your customers, and you can get discounts when you visit their homes.
(2) Customers in their group lead to consumption in their own stores.
Conclusion
Business is constantly changing. Operators must adjust with the changes of the times, understand the current needs of customers, understand the future trends and competitive environment, and learn to use tools in order to remain invincible. Physical store social marketing, interaction, integration, and mutual promotion, this new retail format is the way out for physical stores!
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