One-on-one counseling: How to break through the experience marketing of mother and child enterprise

See in recent years the mother and infant industry more and more hot, I invested in local opened two http://www.aliyun.com/zixun/aggregation/17957.html "> Maternal and Child supplies shop." Stores are located in high-end community commercial podium, targeted at high-end consumer groups. Although the operating area is not particularly large, but we in the procurement of carefully selected, to ensure the sale of high-grade goods, on the other hand, the emphasis on the category of comprehensive coverage, and strive for the surrounding area of maternal and child consumers to create a one-stop shopping service sites. After nearly a year of opening, although the main radiation in the consumer region has not encountered the direct competition of similar competitors, and we use the traditional distribution of advertising leaflets, as well as the official website, micro-blog, micro-credit and other public accounts and other means of promotion, but also to the membership system to lock consumers, but store sales always tepid. I think it may be that we give consumers to create a service experience is not enough, should be in the experience of marketing, so in the pursuit of sales on the basis of the mother and child classroom, parent-child salon and other means to further improve the professionalism of the service, enhance consumer stickiness, but the effect is not significant. How do I develop experiential marketing to break the bottleneck?

Rong Answer:

The ultimate goal of experiential marketing is to solve the problem of long-term sales, that is, constantly attract new customers to form new customers multiplied, long-term maintenance of good old customers so that old customers continue to patronize, the result is to improve performance.

To achieve the new customer multiplier and the old customer stickiness upgrade key to do the following three major experiences.

1, pre-sales experience: To have a fascinating attraction. Everything in the early to attract customers do not have the advantage, the key to make their own distinctive features, there is a key point to bring customers. For example, once pregnant baby store launched a "one yuan buy" promotional activities, posters let people see the heart, although the activity is limited to the top 50, and is "the original price to buy the first piece, the second one Yuan", but a yuan to buy bicycles, high-grade toys, milk powder still has a great temptation to attract customers to patronize an important killer. In this case, the distribution of advertising leaflets mentioned, as well as the official website, micro-blog, micro-letter public accounts and other promotional means can be optimized, you have to let these means into a purchase incentive, so that customers look at the touch, produce a reaction. For example, all this month to buy products to our expectant mother, feel free to receive the classic prenatal education Daquan CD OH. It's tempting to aim at mom.

2, the sale experience: To have a key link to make customers unforgettable. In the course of sale, the staff and customers can be divided into the link between the links, and then enlarge the value in different links. For new customers, need to understand the customer's pregnancy or the age of the child, and then quickly combined with customer characteristics to give the matching value, such as Le You baby chain will be training staff to understand the different customer stage requirements to be able to provide advisory advice. The sale process is to encourage customers to become members, because members can get more benefits. If the next time the members patronize, the cashier can see the customer based on the membership number before the purchase of products, and then give personalized care, for example, the last time you bought the formula is now Half-price OH. This experience will impress the customer.

3, after-sales experience: to let customers feel the value of things. Customers pay the money, you can design a number of fun activities, so that customers feel the value of things. For example, a retail store has engaged in the "catch eggs" activities, consumer shopping full 50 yuan can participate in grasping eggs once. The general customer can catch 5 or so at a time, the cost is about 2 yuan, but the customer feels to make a cheap, contented, return also can show off to others. After shopping, the customer sends a text message to inform the customer about the status of the points, and what products can be swapped next, so that the customer will continue to patronize. Daily maintenance, when the accumulation of sufficient customer files, to create customer value on a regular basis, send targeted value information, so that customers feel humane care. Occasionally also can hold "member Taobao Day", take out some limited products to attract old customers to continue to patronize.

In short, three kinds of experience need to have targeted design, do a good job, can really do the experience marketing well, both to attract new customers, and maintain old customers, improve performance.

This article is from bukop.com (author: Rong)