Store operation experience: Teach you how to accumulate old customers

We talk about member Marketing, which is to allow customers to make multiple purchases in the store. This requires consideration of a series of questions: Why do old customers have second purchases? What have I done for old customers? What can I do to bring old customers back? Solution

We talk about member Marketing, which is to allow customers to make multiple purchases in the store. This requires consideration of a series of questions: Why do old customers have second purchases? What have I done for old customers? What can I do to bring old customers back? The key to solving these problems is to understand two points: first, how the buyer's shopping process is, and second, how the marketing process should be followed up.

Retain your customers

Before placing an order, buyers usually need to go through this shopping process: enter the main diagram of your product, view your details page, and view your sales volume, feel the comments of buyers who have purchased this product. When he really wants to place an order, he often asks customer service questions. -- To sum up, the factors that can promote the achievement of these links are to optimize your main chart and details page, optimize your customer service communication skills, collect buyer tags, and analyze the evaluation content; order Analysis and reminder.

Product consultation period

This means that the buyer is interested in the product and starts to consult customer service. At this time, you can obtain relevant information, including gender, age, favorite style, and worried factors. For subsequent marketing services.

After understanding the customer information, the customer service should interact with each other for the first time to answer customers' doubts. in particular, it is necessary to unify the communication techniques and display the professional level of the store. For example, a professional clothing store does not ask the customer how much the weight is, but how much the customer is. This really determines the size of each other's clothes.

Product expectations

This is the process of waiting for the parcel to arrive home after the buyer places an order. From the buyer's point of view, they are eager to receive the baby, so they need to provide logistics information in the most convenient way. We can remind customers, such as text messages, phone numbers, and so on.

When there is a problem with delivery, pay attention to the initiative to communicate with the buyer, the purpose is to avoid negative feedback.

Product Search period

This refers to the process of observing the product after the customer obtains the package. First, the buyer can be deeply impressed with the product packaging. For example, the package can carry postcards, tapes, EDM, earthquake reduction foam, waybills, small samples, membership cards, membership emails, after-sales cards, store magazines, and try makeup.

Secondly, the product can be more humane, such as the humanization of outer packaging and accessories, with some clothes and buttons.

Third, when the buyer opens the package, the response after seeing the baby will directly affect the poor rating after the deal. If the seller is pleasantly surprised, it will naturally be well received. The response to the buyer was better than I thought. (It can be a good product, Fast Logistics, great value, good customer service, and timely care) or a medium rating, that is, satisfaction. The buyer's response is: the product is the same as imagined. There are services and so on. It can also be a negative comment. That is, it is different from what you want. Products, services, and details are not in place.

So how can we cultivate a surprise buyer? We summarized the following:

1. monitoring of abnormal logistics. For example, abnormal time, logistics company, arrival province, follow up abnormal logistics. Timely monitoring;

2. follow up the customer's text message and email after signing for it, so that he can contact me in time. Proactively inform customers of our services.

Maybe a surprise is easy, but how can we cultivate a buyer with continuous surprises?

We can use order remarks for more personalized settings. For example, ensure that old customers do not always receive the same package, and do not receive the same star film and gift.

Product Experience period

This refers to the first phase of the customer's use of the product, generally the first three weeks. The main evaluation is the product quality. During this period, the seller can try to push some small messages of care, for example, "Are you satisfied with our products? If you have any questions, you can return the goods for free ". Make the customer feel that your service is worth the money.

Product Use phase

When a new customer buys a product in your store, you can perform subsequent marketing on the customer to make the customer your old customer. (Make sure that the first shopping process is satisfactory)

First, you can manage customers by category, such as region, purchase time, and unit price. In this way, the customer can be divided into layers. For example, if you are a food seller and the tea box can be used for about half a month, you can push related products to the seller after half a month.

Second, targeted care. Provides targeted services at the seller level. For example, sellers who make clothes can push some autumn and winter clothes for users in the north according to the characteristics of the cold north.

Third, pay attention to some details. For example, weather service.

Of course, the most important thing is the best time for marketing sites. if customers are harassed frequently, they will feel bored. if the information is pushed in the middle of the night, it will be annoying, make sure to push the appropriate promotion information at the right time. Therefore, you must grade the customer.

Based on the above, you can establish a seller member marketing process. The specific data is as follows:

Seller marketing process creation

The establishment of a seller marketing process must start from customer accumulation, with real data as a reference.

For customer service, you need to know who he is. for operation, you need to facilitate more accurate marketing based on the information provided by the customer.

The specific marketing process is planned as follows:

First, activity planning: Last day, activity day, member Day, Brand Group (estimated), and Juhuasuan (estimated)

Second, member planning: easy to convert people, key service users, honeymoon period or dormant members, purchase xx buyers. For customers with high purchase and high customer prices, they mainly focus on services, including daily care for details, small gifts for surprises, and emotional exchanges. For customers with low purchase prices and low customer prices, the promotion information is primarily pushed.

The third is the activity execution process:

(1) define members: give priority to important members and define the scope of members.

(2) analyze members: group specific members, and list the corresponding groups.

(3) custom planning: plans the follow-up of the text message content, sending time, and validity period.

(4) Activity Summary: summarizes the ROI and various indicators of the activity.

All in all, customer accumulation and member marketing must be based on data. You must establish your own customer database and understand the value behind the data. This refers to the problems explained by each group of data. It is worth mentioning that do not blindly imitate. In the actual operation process, it is necessary to combine the actual situation of the enterprise. We can make a little breakthrough, "starting from an early age with a promising future ".