McDonald's new O2O model, personalized thinking to create a new game

Cherry blossom Cone run cool 0 yuan Rob, McDonald's in China began to explore the O2O mode of new attempts. September 24, Baidu on the map of the McDonald's logo next to a pink ice cream, this is McDonald's for the new cherry-flavored cylinder ice cream tailored activities.

According to the data from McDonald's, the 10-day event in the 11 holiday has gained more than 20 million page visits, 50多万次 shares, and in social media it has received nearly 70 million of its reading, and has boarded Sina Weibo's popular search list.

This marketing based on LBS technology Strong support, lbs (Location Based services, positioning Service) is a basic function of the Internet, it is considered a marketing tool: Through the user's diet, consumption of personal preferences data collection, advertisers can not only know exactly who the consumers, and pinpoint where they are, and there's a huge business value behind the surge of traffic.

This is not a simple new product marketing, cherry blossom Cone as a new McDonald's unique, lbs accurate push and positioning technology, novel and interesting creative activities, the three combined with a unique "tipping point", completed a O2O based on lbs precision marketing. This innovative marketing experiment proves that it is time for businesses to build relationships with consumers on a variety of mobile-end platforms.

Personalized thinking, create new marketing play

O2O is a big market, hotels, shops, restaurants, cinemas a variety of traditional businesses have exposure. McDonald's is the representative of traditional enterprises in fast food, fast food restaurant represents the convenience, in the mobile internet era how to use their own convenience, with more convenient new technology to enhance the brand image, enhance communication with consumers and market awareness, promote product sales?

McDonald's China told reporters that the launch of the new Cherry cone, the main use of the map app in the intelligent positioning and push technology to create a O2O interactive experience, so that the "offline" products have more "online" and movable contact points. In the O2O market, the brand should use technology to understand the needs of consumers, personalization is the core of integrated marketing and key, to fully observe, understand, and insight into consumers, and then personalized selection. McDonald's, through lbs data, insights, analyzes, discovers, captures the potential needs of consumers and carries out "tailoring" based on the potential needs of consumers.

New product launch of the publicity effect. Cherry blossom cylinder in the huge McDonald's product system may be just unconventional items, so throughout the marketing promotion and not a large coverage of commercial television advertising. Fast and lightweight mobile-end activities are more suitable for this type of product. Map product positioning and push technology has brought obvious results, one is the trigger point precision: When the consumer in the distance from the McDonald's dessert station within 3 kilometers, will be based on user characteristics to select part of the push activity information. The choice of pushing people is the key, by analyzing the participation of these people in the interest and convenience activities, to determine their enthusiasm for novelty activities; The second is interesting: consumers for snacks, desserts, beverages and other products from the sudden demand for the purchase, compared with the game interesting recommendations, will be more than simple publicity can trigger the interest of consumers, advertising new products have a significant effect.

and consumer emotional communication to build the effect. McDonald's CMO to describe the vision of mobile marketing: The use of technology to bring customers a comprehensive life convenience and fun of the new experience. Mobile end of the appearance, to consumers a more active media contact point. For advertisers, must be wise to say: "The emergence of this contact point can help advertisers to achieve more marketing means, but the initial marketing is to stand in the consumer's point of departure, by giving consumers a fresh, playful feeling, to faster and more to achieve consumption." ”

McDonald's needs to attract the attention of as many young people as possible, and it needs to attract young users to participate in McDonald's activities through novel and interesting ways. In the past, the fast food business promotion, only by virtue of coupons, it is difficult to trigger emotional communication with consumers; This event, combined with parkour--the city street movement pursued by the young people, has emotional communication with consumers, and O2O the consumers from the line to the offline, which connects users and merchants with the map platform. Clever and efficient to bring consumers into the novelty of the experience.

The marketing effect of brand image. Must be wise to say: "lbs technology geo-positioning data is a huge wealth, and we have a chain of restaurants, to find a value-added for consumers to create an activation point, with unlimited imagination and expansion of space." "Parkour" Theme and product "Cherry" characteristics, can be very high convenience and fun to increase consumer's brand and product goodwill.

As a global fast-food giant, convenience and fast is the charm of McDonald's brand, and the advent of the mobile internet era, with strong lbs technology and O2O connectivity capabilities of the Map Life service platform for the rise of McDonald's restaurant Giant's "convenience marketing" to provide innovative solutions. Not only participate in the activities of these 135 dessert stations around the consumer, McDonald's launched this activity will be the mobile end of the user to form a direct cognitive impact, through this publicity, users of McDonald's dessert station consumers have a good understanding of the distance, experience the convenience of McDonald's brand fast.

Upgrade coupon system to create complete O2O closed loop

Cherry blossom Parkour is actually an online evolution of McDonald's coupons, which has always been an important way for McDonald's to attract consumers.

McDonald's China told reporters: "In the United States, the use of iphone 6 customers can already use Apple Pay at McDonald's to pay, or enjoy the first order to the restaurant to the convenience of the meal." We've been doing a lot of industry-leading attempts. In China, in addition to its own research and development McNuggets send mobile phone ordering app, we also with Baidu, Tencent and Alibaba and other companies have a variety of cooperation and try, in addition to this Baidu map cooperation cherry blossom cone parkour, we use in the micro-letter payment and Coupon Card package function, mccafés in the Alipay and Cat shopping mall also have more attempts. ”

When the mobile payment terminal matures and is widely used, McDonald's in China can finally achieve O2O closed loop. Through the payment of data, McDonald's can accurately tap user transaction information, analysis of consumer behavior. User's consumption frequency, frequented stores, the amount of a single consumption, the purchase of food varieties and other information can be summed up, and then personalized to them to push each of the different coupons. For example, you can send a discount coupon to a frequent shopper for a product they are keen to buy, you can promote free coupons for customers who often patronize but have not consumed new products, and can send coupons to customers who have not patronized for a period of time, and personalized coupons will achieve accurate marketing and improve sales.

Obviously, McDonald's launched the cherry blossom cone to run cool activities, just a start. We can see that traditional companies are embracing the internet age and opening up new models, and Internet technology offers many possibilities for integrated marketing.

Several stages of McDonald's coupon development:

The first stage: paper coupons. McDonald's coupons were first issued through the printing of paper, not only the high cost, and printing time-consuming, and the delivery is not accurate.

The second stage: Download coupons on the website, to the shop show enjoy discounts. But it does not effectively collect consumer information.

The third stage: The McDonald's in group buying mode. From the date of birth, group buying has gradually become an important mode of network marketing. However, many of the domestic group buying mode, in order to attract consumers against competitors, take the line under the inconsistent price strategy, and O2O advocated by the integration of the concept of the opposite.

Stage four: Social marketing. McDonald's microblogging as a platform for interaction with consumers, but also through a series of activities to the line under the integration of online, such as the consumer sent with the content of activities related to the topic of micro-blog, you can get a mobile phone message coupons, and then to the store to show. Through Weibo, McDonald's can collect user forwarding, comments, and reading habits to analyze consumer behavior.