Electronic Membership card product observation (bottom): What kind of products do the merchant want?

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[Core Tip] when the O2O are focusing on the user, who has brought the real value to the merchant?

Editor's note: In two before, we introduced in detail the public comments and Tencent Micro-life of the electronic membership card merchants backstage. So what kind of product do they want for the merchant?

The thousands of merchants who have been bombed by the thousand-world wars have been immune and even weary of various "O2O new models. Exclusive cooperation is all the O2O companies are always dreaming of the way, but for the merchant front to put a row of public comments, the United States, Tintin concessions, pudding discount card knowledge but also helpless, cinema door time network, watercress film, Cat's Eye movie ticket machine is also a common sight. For the merchant, which is the number of guests or the division of the low, the priority is to cooperate with which, of course, also does not exclude other channels at the same time online.

No matter how high the ground promotion personnel put their own products, the merchant has already highly rationally compressed their needs into the original two points: retain the old customers, bring new customers. If the group buy, coupons are for the merchant to bring new customers "flow-oriented" type of products, then the membership card is to maintain a new customer and its development into the old customers "value mining" type of products. Electronic Membership card is not only the original entity membership card moved to the user's mobile phone, for the merchant, according to the electronic membership card data collection and the formation of data analysis and customer management is their more valued product features. such as the Chaoyang Big Yue City, such as large shopping centers, the initial influx of new users to bring the "demographic dividend" is bound to gradually reduce, then how to encourage the old customers to produce multiple consumption behavior has become one of the center of marketing of shopping centers. It is not difficult to understand why Chaoyang City choose and micro-letter for deep cooperation, micro-life Membership card strong CRM system can make great Yue city to get their own data analysis and customer management capabilities.

As a typical case, the micro-credit marketing of the Chaoyang Big Yue City has been repeatedly scrambled over the last few months. But in addition to the Chaoyang Big Yue city, but rarely see other can play the micro-letter of shopping malls. Chaoyang Big Yue City can win outside attention, apart from its own micro-credit marketing, data analysis, customer management and other aspects of the inherent needs, believe that the micro-letter itself in order to establish a micro-life membership card industry benchmark, but also put a lot of energy. But how many shopping malls in the country can have new marketing awareness like Chaoyang Grand Hyatt City and willing to invest in dedicated people to operate?

Chaoyang Big Yue City itself as a property side to carry out the active member operation, and stationed in the great Yue City, many businesses have their own demands. These merchants are likely to pursue more high human traffic, and they do not have the ability and energy to hire people according to the electronic membership card data to develop marketing programs. Do not think of ordinary merchants as visionary business strategy makers, especially some chain stores, from the headquarters of the performance indicators will give them more attention to some fast can return to advanced means, such as group buys, coupons and so on. This "one-off" transaction does not require the merchant to invest the promotion cost, as long as the choice of large flow, high purchase rate of O2O products can be. For them, the electronic membership card is only a long-term effective discount advertising. I have been to many restaurants in the checkout is only a token to ask whether there is a micro-letter or public comment on the membership card, and then a direct discount.

In fact, the most widely distributed "small micro merchant" is far from the mobile internet, typical of the storefront on both sides of the O2O. They do not have a unified management of the property side, the store area is limited, as for the staff may only have one or two, even if the store is in a small letter two-dimensional code and micro-blog account, but only follow suit, and there is no staff to carry out maintenance, their turnover can not afford long-term group purchase or coupon marketing. What they need most is the online display and exposure opportunities for their stores.

The O2O field has been plagued by "chicken and egg" questions: whether to start with the user or from the merchant first. According to the Internet style of play, often first to do product coverage users, to a certain base and then to promote the merchant. But these products are always "user-oriented", for the merchant is just another one to spend time to fill in the backstage, as to how many customers know how much the product is very little. When the O2O client competition has been homogeneous and white-hot, for the merchant to experience excellent products is the next worthy of the field of exerting force.