Christmas season, with mobile phone interactive light sales

Another Christmas, I believe many people have begun to think about where to eat Christmas dinner, how to spend. At this time of year, consumers busy, excited, choose a large number of cinemas, restaurants, large and small shopping malls, concerts, electric dealers are also trying to woo consumers, promotional discounts are pulling off the prelude to the annual hot season.

This winter is slightly different from previous years, there are 300 million mobile internet users all over China (digital source "CNNIC 28th Network Development Status Statistics Report"), of which 100 million people with 3G (Ministry of Industry by the end of this September data), mobile phone shopping user size estimates reached 140 million (iresearch "China Mobile phone shopping market research "How to use mobile phones from a number of businesses to stand out, so that consumers to the most memorable, most willing to spend the time to you, is the Christmas season business will practice cheats."

Here is a summary of the use of mobile phone to promote the sale of several ways, whether small shops or big-name, should be able to find inspiration, so that your products from Christmas to the Lunar New Year has been not lonely.

First trick: Take the initiative--drive the store to the consumer side

This is especially for consumers who are too busy to buy Christmas presents. In July this year, there have been domestic businesses in Beijing, Shanghai, the bus station, subway ads issued a "wall supermarket", as long as the mobile phone scanning two-dimensional code can buy the corresponding products, rely on the existing logistics system to achieve a complete shopping process. South Korea's Tesco bought the entire subway wall to sell supermarket products. However, due to the limited number of products, express speed, packaging difficulties, and so on, we do not know the unlimited number 1th store final sales results. But at least it is a creative breakthrough in a sales model that users have loved.

In fact, the cost of buying an outdoor media is compared with the sales revenue it brings, the result may be a loss of business, then should consider in the inherent ads, add QR code or image recognition function, the Christmas promotional messages by mobile phone interaction, so do not increase a penny budget, But it brings unexpected effects to the user, and it is also natural to get through the mobile phone and traditional media.

For example, U.S. Department stores Sears and Kmart at the airport, public places such as public transport kiosks, and people are in the mobile state to buy ads, to show the hottest selling products in the Christmas season, next to the QR code, consumers in the bus or flight delays when they can buy a thing, fill out the shipping address, Waiting for it to be delivered to the doorstep. The physical ads into a rich mobile phone games or virtual stores, to a large extent, "treasure"-the usual attention to the value of the plane ads are extended. A successful example of this kind of success is "uncovering Victoria's Secret" (Decode Victoria's Secret) underwear ad. Take full advantage of the nature of the nature of the hunt, needless to do.

To expand with such thoughts, can develop a brand Christmas coupons promotional ads: The Christmas tree is covered with beautiful decorations, each decorated with a QR code, whether it is a gift, or a voucher, to rely on consumers to open their mobile phone interaction before they know.

This mechanism is used to promote fighter model (so-called "explosion", with the best cost-effective to drive the entire shop or product line sales) is a good strategy. In addition, concerts, concerts, restaurants can also be a good use of mobile phone to carry out the campaign, such as concerts can be extended on the mobile phone singer information, conductor or orchestra information, cinemas can be extended on the mobile phone movie trailers and direct booking, restaurant can see the chef Introduction, menu selection and placing orders and so on.

For the business of the habitual entity store, the way to connect the real world and the virtual store through a medium is exciting, and since then, a store that can always be open, receive all guests and have no rest year-round for consumers to view products, prices, configuration, promotion of the shop was born.

The second trick: The beauty of the encounter-window to retain consumers footsteps

In their own ordinary no odd window display to join the interactive elements of mobile phones, so that consumers often pass, often nostalgia, the 2-second window shopping into a fun experience, you can attract guests into the shop, or in the interactive directly to complete the purchase, booking. It is suitable for shops with small size and low marketing budget, such as restaurants, bars, coffee shops, bakeries, beauty salons and so on. The guests who stop at the shop are likely to have booked a Christmas Eve feast by scanning the two-dimensional code, and the store can know the guest information in real time, confirm or holiday greetings.

EBay has two good examples of window interaction: The first is "Christmas Toy donation Window"

EBay has placed toys in New York and San Francisco windows, so shoppers who buy it during the holiday season can also donate Christmas toys to families who don't have money for toys by scanning QR codes. After downloading the EBay APP, the consumer refers to the price tag next to the little toy in the window and scans its corresponding QR code to donate. The amount of toys ranged from 2 to 5, and when scanned, toys such as teddy bears or small trains would move. After confirming the donation, the toy will do some special action to show appreciation. If necessary, users can also enter the mobile Web site to confirm the total amount of personal donations. ebay also has a donation campaign on Facebook, where users can tailor their own gadgets and share that each toy EBay donates 1 dollars to a total of up to 50,000 dollars.

For consumers, in addition to convenience, users care more about the value of the APP-fun, rewarding, and beneficial. While charitable donations are often less transparent at home, at least businesses can give consumers a little fun or benefits, such as designing a small game in the QR two-dimensional code of a window display, where the winner gets a Christmas offer or a small gift to lure the user to visit at Christmas.

Another example is "Shopping in the EBay window"

It is particularly interesting that EBay will display this offline window as if it were a Web page, with a few banner windows around the main vision that describe the features of the product, around which you can "place a single" QR code.

The third recruit: The wine is not afraid of the alley deep--store activities to be wonderful

In addition to buying 1000 off 500 discount, can you give the store guests other rewards at Christmas? Supermarket tag, pile head, shelves, shopping malls floor signage, help desk, you can design a different interactive, to store shoppers some additional concessions or incentives, or AR to give guests an extraordinary Christmas shopping experience, or even direct scanning of small tickets to participate in the lottery, Remove the guests may just draw a small towel, but also a large bag of small bags to go to the 5 floor cumbersome.

In China, Christmas is a relatively young consumer, these three-and-00, after the 24-hour Christmas shopping spree mall, in addition to shopping, and friends to share a happy time is also a very important part, perhaps a mobile phone interactive treasure hunting activities will be their appetite-in the store when there is a big AR logo or two-dimensional code, after the photo scan has a special discount, and prompted shopping malls there are 10 treasures to discover, the first hint is "Woman" "1951" "Paris", perhaps someone can guess is a perfume brand ...

The case that has been molded is the Christmas wish activity of Macy ' s in the Big Mall of America. Consumers who come to the store simply find the "Wishing Center", open Macy ' s mobile phone APP AR function, camera alignment logo, mobile phone screen in addition to the real scene and consumers, but also show a wish virtual star image, press the phone's camera button to take this moment, and finally share this picture to A good friend on Facebook has done its best to support public interest activities.

The four strokes: put it down--the purchase is complete and there's a bonus.

Starbucks fans like to collect Starbucks coffee cups, every place to buy a local Starbucks Cup as a souvenir. Starbucks is smart enough to realise that empty coffee cups are a lingering and emotional continuation of taste for fans. So this Christmas season, in addition to flirting with taste of the red Christmas version of the Cup, Starbucks also specially prepared a mobile phone application Starbucks Cup Magic to increase the Christmas atmosphere to stimulate sales. After downloading the APP program, focus on the Christmas special edition of the mug and dozens of other related products, the screen will show squirrels, puppies, foxes, skaters around the actual Starbucks Cup skiing, or in the snow bouncing animation. Users can also save images, upload them to social networking sites, share them with friends, or make electronic greeting cards. --white Xmas Snow White Christmas Eve is not what users expect, so beautiful mood, a cup to do, who do not want to buy a cup.

(Watch video http://v.youku.com/v_show/id_XMzIwNzczMDAw.html)

It is thought that, in fact, all products are character, there is life, then why not let them in the eyes of consumers "alive" it. I personally like Apple products, every time I buy a new box, I don't want to throw it away, if Apple can integrate a feature in Apple Store APP, scan the barcode of the IPhone box, and then jump out a video to tell me the secret of how many Macs I use, I'll admire its delicacy. or the box to do some article and mobile phone interaction, may be a lottery, perhaps a reward coupons small puzzles, or even just a happy Christmas video, may make my mood big Yue. If you don't limit your thinking, let us consider the well-known train ticket on the two-dimensional code, or two-dimensional code SMS boarding, if the scanned information is accompanied by Christmas music, out of the flight of several sweet stewardess, they read your name wish you a happy holiday, and their names and service features, Will you ever fall in love with this airline? Or a shop, the counter put a basket of apples, each with a merry Christmas and two-dimensional code, you will certainly take a walk, peel before the scan and then put the URL in the bookmark.

Christmas season is not just about sales, more related to holiday blessings and brand goodwill, with mobile phones to those standardized products can not convey the affection, all show up, when the consumer's feelings are cared for, their requirements will be reduced to the material, and establish a psychological link with the brand, the so-called "heart".

Recruit: circumstance-promote Christmas promotion through existing platforms

Mobile coupons are no doubt the other strategy for businesses to catch up on the mobile shopping bandwagon this Christmas season. The form of coupons can be very diverse, a picture, a paragraph of text, a QR two-dimensional code is even a string of numbers, but the key is to choose the promotion platform.

The use of mature and large user base platform to promote is the most efficient, such as Starbucks on the street in the "Sign up for Christmas Surprise", users on the mobile phone with the APP sign Starbucks (Jiangsu and Zhejiang), upload Christmas wish to get the activity badge. When Starbucks collects 20,000 wishes, all the participants ' badges will be lit and participants will be given a free cup Christmas surprise with their badges!

If the smaller store, I am afraid to carefully consider the media to rely on, which is the user base is large, the use of high frequency, to the absolute high number of stores, and from mobile phone access to the purchase of the best conversion rate platform. LBS service providers, the most common use of small shops is the public comments, it allows users to search for coupons based on which businesses nearby offer the right preference, so as long as the release of coupons, when the user is nearby, the store will have the opportunity to be selected; In addition, there are many discount, discount, buy mobile phone APP platform, such as "Love Folding Guest" Shopping assistants "and so on. Cinemas, theaters can use the "mobile phone to buy tickets" "Le Shadow Network" and other platforms. McDonald's mobile is a smart player, basically all mobile shopping or LBS service APP can find McDonald's discount, and most of the direct display on the phone on the coupon picture to the waiter can enjoy the discount.

If the brand has established its own official app, and more users, high user stickiness, you can directly in the official app to add Christmas coupons and booking function can be, and then through all social marketing, network advertising, EPR means to promote.

American Health Products Drug store Walgreens use mobile phone two-dimensional code coupons to solve the past Christmas printing coupons high cost and can not be issued to consumers. They integrate two-dimensional code forms of coupons into existing apps, where consumers can scan directly from November 25 to December 24 in the physical store, offering discounts ranging from 0.5 to 5 dollars for beauty products, gifts, daily necessities and baby diapers. Walgreens e-Commerce marketing Director elaborated the purpose of the two-dimensional code coupon "We are facing the peak of holiday shopping, consumers are looking for value and convenience." Two-dimensional code coupons just enough to meet these two points, without printing promotional materials, this function is as simple as downloading the APP, so that consumers in the shop immediately can easily exchange concessions, save money shopping. This feature also enriches our mobile app from another perspective. ”

Walgreens's success has three important prerequisites: first, they made a small survey of their fans on Facebook: in mobile apps, what they most want to add, and the most answer is the phone coupons. Second, in the terminal coordination, to ensure that the 7,700 retail outlets nationwide can directly scan the user's mobile phone QR code, so that activities smooth. Third, the function is not single, the APP can also view weekly promotional information, direct ordering, browsing products, receive special promotions and exclusive product information tips.

Let's open up a little more, through the mature mobile media platform, merchants can even send gift coupons, free parking coupons, and so on, then large shopping malls, cosmetics brands, hairy crabs outlets, real estate agents, home appliances supermarkets, computer city, airlines, travel agencies can all be in accordance with this model to carry out Christmas promotion.

Of course, Rome was not built in a day, and to achieve a good Christmas promotion effect, we need to overcome several challenges:

1, up to the strategic level of the system

If there are hundreds of stores, to each store's mobile phone sales and implementation are uniform, need to pay a great deal of energy, but also need to have a high degree of coordination within the Organization. Generally speaking, mobile phone or mobile transactions belong to the digital marketing or marketing department, then they will need to work with local entities stores, distributors to deploy. Of course, we can all guess the entity store person may because the operation is complex, does not want to pay the redundant manpower, the management cost, the revenue attribution and so on reason refuses to carry on such interactive activity, or the cooperation is not active, the loopholes, but will the product in the most innovative and acceptable way to show to the consumer, lets them be willing Is the most exciting part of the marketing department's work.

2. The content is king

Mobile phone interactive Innovation interesting, it still shoulders the strategy, media and content triple task, must sift the essence of content to adapt to the brand, business and products, most importantly, to the user's appetite. The more content on the phone is not the better, but the environment, the needs, the points of interest, and the content offered by the competitor. In addition to the various coupons mentioned above, quick Order green channel, mail and so on Christmas promotional means, to think what is the most in this moment to impress the consumer content, the brand has no unexpected intimate reminders, is not a particularly good gift recommended to solve the tangle of user gifts and so on, Although many content will not directly bring revenue, but it can enhance customer participation and goodwill, indirect promotion of sales.

3. Experience first

The primary goal of the Christmas season is to encourage the consumer to complete the deal on his phone, or directly into the store, while he sees the sales promotion. Then the interface is not enough to attract users to stay, the description and guidance of the text is not simple enough to understand, the interactive process is clear enough short to facilitate the quick completion of the purchase or browse, are in the implementation phase to consider the focus. A good example is Apple's own iphone app, which is roughly 4-5 steps from the home page to the completion of the purchase. An important principle: instead of trying to cram too many "self talk" brand stories into your mobile app, consumers use your app as a recognition and acceptance of your brand, and the only thing the brand needs to do is to help him finish the problem he's trying to solve as soon as the user opens the app.

In addition, for the Christmas season promotions, but also the test in a number of venues to facilitate the transaction, the activities in the shop, elevators, sales pile head, shelves, display units and so on constantly show. Mobile phone interaction in these special locations is another situation compared to the user's mobile phone at home. When the user carries the big packet small bag, comes to one such interactive area, the handset experience must be extremely interesting, extremely advantageous, extremely fast, the best can do three steps--1, opens the program 2, presses a key 3, "Wow is wonderful".

4, facing the dazzling mobile interactive technology

QR two-dimensional code, AR, image recognition, mobile games and so on. Store should start from the brand positioning and product characteristics, combined with long-term marketing plan and the inherent brand activities (campaigns), formulate a long-term strategy, choose a way, throughout. In the past, businesses were always figuring out how to get consumers to come in or let them stop while they were passing through the window, and now they want to take a step forward and start planning how to show up at the right time to where the consumer is going, and make it happen naturally.

Source: http://www.ifanr.com/63357