From the current point of view, whether it is online or offline, many merchants regard the point operation as the most commonly used method in the marketing process, for fear that others will use points to play, and they will be left behind. However, even if you use the points play method, it may not bring good results. Next, I will share with you some thoughts on the points closed-loop play.
1. The purpose of points play.
Many merchants choose points play during the sales process because there are problems with conversion rates such as low user activity and difficulty in new online and offline. However, using good consumption points can help To alleviate this dilemma.
When your users take the initiative to obtain points for the benefits and benefits brought by the points, consumption will occur, which can make the connection between the user and the merchant closer to a certain extent, and the continuous consumption of points will bring continuous Effect. When consumers develop certain consumption habits, users' loyalty to the product can be improved. And it can also pass users' long-term consumption data. Provide corresponding data support for user portraits and targeted marketing activities.
2. The design of the points operation system The
basis of points play is the membership system, which is a relatively long-term operation. Therefore, as an operator, you need to clearly understand that points play is not suitable for explosive order growth. The core content of point play is to give points new value. In the process of issuing points, it is necessary to know the gift form of points, and the rules for redemption of points must be set reasonably.
If you want users to generate points consumption behavior, you must first find a way to guide users to make their first consumption. Then use the point play method to stimulate its continuous consumption. With the development of the Internet industry, good affiliate marketing methods must be a combination of online and offline. Operators can set up relevant official accounts, Weibo accounts, etc. for enterprises or products. When users follow online platforms such as official Weibo accounts, they will give corresponding points to their membership cards. In the subsequent consumption process, users can use points to offset commodity prices or redeem coupons, and use actual amount reductions to stimulate users to place orders.
Do not set the threshold for points redemption too high, so as not to increase the difficulty of the first order conversion. In the points redemption rules, increase the tiered tiered redemption limit, which can promote consumers' desire to continue to earn points, and also Will not cause excessive losses in the product marketing process.
The above content is actually only the first step of the points gameplay. How to make points form a closed loop between consumption and distribution, and pursue a virtuous cycle of development is the most important thing.
Merchants should have a more conspicuous location on the online platform, make a good entry point for points redemption, and then use various methods such as public account tweets, Weibo posts and other methods to introduce the points redemption benefits to users in an all-round way. First, let users know How to use these points after having them. More points can be exchanged, because this can increase the consumption of points for users. In addition to common physical exchanges, it can also provide some service items or virtual commodity exchanges. Many users buy more frequently and the unit price is higher, so the points generated will accumulate quickly, and corresponding points consumption strategies should be formulated for such users.
To put it simply, a benign point play method, the normal state should be that the merchant can continuously introduce new play methods for the point activities, and users will maintain a relatively continuous freshness and consumption desire for these new play methods. Only in this way can we get core users.