For many business opportunities, the points mall is currently the most scientific, advanced and effective marketing tool. However, many merchants do not know how to do a good job in the operation of the points mall after establishing a mall. After the points mall is built, it is necessary to analyze the situation of the company, merchants, and users in a more detailed manner in order to operate the points mall well.
The operation of the points mall can begin with a deeper understanding of points, understanding the significance and value of points, controlling the cost of point mall operations, and exploring the profits brought about by the points mall operation.
First, a deeper understanding of points. If you want the points mall to operate well, the knowledge of points is very necessary. In the first stage of improving the recognition of points, it is relatively easy to operate the points mall, because the initial stage is only to allow more users to obtain points and be able to consume points, so the cost and intensity of investment will be relatively large. It is not very difficult to operate the points mall.
Focusing on the “point acquisition coverage rate”, do not set points tasks for potential consumers. If you set the rules for points tasks for customers in this group, the coverage rate will be very small. When this happens, the point consumption coverage rate will not be available. You can earn points by allowing customers to perform one-time tasks, such as taking photos, following businesses, or other novice tasks. However, it is not possible to lower the threshold of obtaining points in order to increase the user's points. This will only make the value of points become very low, and will cause certain problems for subsequent after-sales problems.
Set up target user prizes around "point consumption coverage", and set prizes that interest them for different user groups.
Second, understand the meaning and value of points. This is the second stage of the points mall operation, this stage is mainly to promote user activity and stimulate their consumption behavior, so as to create a certain value for the company and stimulate the economy. If this stage can be done well, the points mall operation will take a big step. Only then can we enter the third and fourth stages, paving the way for the third and fourth stages.
Third, control the cost of operating the points mall. It's time for the first stage, because the points mall has just taken shape and requires a certain cost, so the investment is relatively large. When entering the third stage, the operating cost of the points mall will be under control. To turn investment into profit, this stage is also a turning point in the operation of the points mall. Because in the process of controlling costs, the interests between investors and users will have a contradiction between the points mall operators. Investors want to cut costs and make profits, and users want to get more points for a better experience. But if everything goes in the opposite direction, a vicious circle will be formed. In this process, the user’s feelings must also be considered while controlling costs. Points mall operators can control the operating costs of the points mall by allowing users to actively collect points, increase the ratio of points, limit redemption time or limit redemption, and clear points.
Profit exploration brought about by the operation of the points mall. This stage is also what the point mall investors want to see most, that is, the investors in the third stage just want to reinvest into profit. The first reaction of most point mall operators is to find sponsors or partners, but it is far from enough to operate on this aspect alone. Point malls cannot get out of the vicious circle. Therefore, we must explore the profit model, which can be profitable through points + cash exchange, direct sales of products that are of interest to user groups, or brand customized products.
It is not that after the points mall is built, everything can run smoothly and enter a profit model. The establishment of the points mall is only the beginning, and then the operation of the points mall is a particularly important stage. Only by doing a good job in the operation of the points mall, can we have the opportunity to reinvest into profit and create value for the enterprise.
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