This set of rhetoric seems to be correct. The cost of getting customers online is getting higher and higher, and it is more and more difficult to increase the number of online users. Existing users are very important to us. At this time, it is very important to improve the repurchase rate of existing users.
many products, users have not come for a long time. In order to activate users, they will push coupons or promotions again, which may lead to a second purchase. This user recalled and increased the repurchase rate. For example, the SMS recall of Luckin coffee is very good.
how to improve the problem of low repurchase rate?
if users buy again, there are only two situations: buying our products or buying competing products.
so in the process of repurchase, the basic methodology is to increase the replacement cost of users.
here are seven ways to improve users' repurchase.
value reservation is to reserve a hook for users' secondary consumption.
For example, some tea rooms will provide customers with tea storage services, and some hotels will also provide drinks storage services.
Value reservation is the underlying logic, that is, the user can put the value in your place in advance, and you can help him manage it.
in layman's terms, you can think of it as a trust company. You are a hosting company, and you can't finish the user's work at once. I'll leave them to you and pick them up next time.
The reason is simple, but it has something to do with industries, products, users and so on. In theory, all products and industries can be retained by value retention, but we must study it carefully, not just use it when you bring it, but find the most suitable method in this logic.
the method of membership value is the membership system.
members are equivalent to a stable and light asset of businesses, which can be seen and grasped!
the return rate, repurchase rate and account arrival rate of members are all twice or more than those of ordinary customers. Often the income generated by members may account for more than 81% of the whole store.
Generally speaking, there are two principles for establishing membership system:
Level satisfaction refers to providing different products for different types of users at a certain level.
that is to sell as many products as possible to the same group of people.
For example, Tigers anchor some straight men who like sports, and it can sell tickets, sports shoes and a series of related products to this group of people.
User growth refers to the implantation of user growth mechanism in the product system, which stimulates users' high-level sense of belonging, so it is difficult to leave.
Keep, for example, provides a good user growth system. It will tell users how many days they have been exercising continuously and what level they have reached. Such a user growth system will bind users and make it difficult for people to leave.
The network here refers to interpersonal relationship, which influences behavior three times and transmits information six times. Social interaction has network effect.
For example, WeChat is a product with network effect. The more users use it, the greater the value to other users. The more friends a person has, the harder it is to leave this product.
But the network effect is not just a form of social interaction.
For example, in any language we learn, the more people we master, the more valuable this language tool will be.
The memory of user experience is determined by two factors: the feeling at the peak and the feeling at the end.
Therefore, if you want to leave a good impression on the user and make him more likely to experience the product next time, you should design the link where the user leaves with special care.
The Peak Law and Surprise Moment are somewhat similar, but there are still some differences.
the difference is that "the law of peak and tail" is the ultimate cool point. Even if the experience in the process is not very good, the experience will reach its peak (cool point) when you are about to leave, which will eliminate the uncomfortable points in the process.
everyone has heard the example of IKEA many times. When you enter the shopping mall to choose goods, you may not find what you want in the middle. The whole experience is dull, and there is nothing to surprise you. But in the end, when you go out, you can buy an ice cream at their door for 1 yuan.
it would be great to think about how you would feel if it were you. Next time, if you want to buy something, go shopping at IKEA first.
making users form habits should be one of the most effective ways to improve repurchase. How to make users form habits?
under the premise that users have basic desires for products, users can form habits in the following three ways.
with the repeated reinforcement of hints and rewards, a strong sense of participation and desire appears, and finally habits arise. At this point, the brain does not need to be fully involved in decision-making. Unless you can find a new habit, the habit pattern you have developed will be automatically implemented.
For example, why do headlines make you addicted?
Today's headline advertisement: No matter what sentence is added before it, there are five words behind it: Look at today's headline.
For example, take a break today and read today's headlines; There are so many people in the car today, look at today's headlines; My boyfriend came to see me today and read today's headlines. Today is so boring. Look at today's headlines. The purpose is to make users form the habit of reading today's headlines when something happens.
if you want to solve the problem of low repurchase rate of products more effectively, you may wish to look at these seven methodologies.
according to different industries, products and needs, we should adopt targeted marketing methods to better improve the repurchase rate.
The topic comes from Unsplash and is based on CC1 protocol. Related Q&A: What is the product marketing strategy?
Marketing strategy is a process in which an enterprise takes the customer's needs as the starting point, obtains the information of customer's demand and purchasing power and the expectation of business circles according to experience, organizes various business activities in a planned way, and provides customers with satisfactory goods and services through coordinated product strategy, price strategy, channel strategy and promotion strategy.
Marketing competitive strategy
1. Directly compete with competitors; This strategy is mainly applicable to the situation that this enterprise has strong competitive strength, the strength of enterprises in the industry is equivalent or the strength of this enterprise is slightly superior, and the requirements for enterprises are of course high.
2, making it difficult for competitors to fight back; That is to say, adopting some measures and means is that competitors are in a failed or passive and inferior position before they can respond, which requires high strategy, innovation and technology of enterprises, and the feasibility in reality needs to be considered.
3. Competitive strategy of winning without fighting; It is mainly to adopt some strategic ways to force the other party to surrender and make concessions, and to adopt some competitive means to force the other party to withdraw from the field or industry, depending on the characteristics and specific circumstances of the industry.
4. Strategies for cooperation with competitors. This method is feasible, and it is a good medicine for enterprises with similar strength to achieve common development, which can not only achieve a win-win situation, but also enhance cooperation and realize corporate profits. Related questions and answers: What are the marketing strategies?
there should be the following nine common marketing strategies. let's give examples one by one.
1, emotional marketing strategy
2, experience marketing strategy
3, product placement marketing strategy
4, word-of-mouth marketing strategy
5, event marketing strategy
6, comparison marketing strategy
7, hunger marketing strategy
8, intimidation marketing strategy
9, membership marketing strategy < In daily life, you must have seen too many marketing strategies, but you may not pay much attention to them. For example,
1, emotional marketing strategy:
Diamond slogan: A diamond lasts forever, and one will last forever. Who doesn't know that diamonds are carbon, but which girl doesn't want one when she gets married? Which boy can escape this diamond ring when he gets married?
I really admire marketing guru for locking up the young people who are about to get married with emotional marketing strategy.
2. Experience marketing strategy:
When we go shopping, we can always see the Apple Experience Store. When you experience a certain product, do you miss it? Unless you buy it, you won't pass this level.
3. Implantation marketing strategy:
When watching TV series, can we always see some brands implanted, such as the herb-flavored nuts implanted in to the sky kingdom?
4. Word-of-mouth marketing strategy:
Word-of-mouth marketing should promote Haidilao. Whether in Weibo or Zhihu, we can see that after a while, there will be a hot search for Haidilao's marketing.
5. Event marketing strategy:
For example, Durex cooperated with various brands to advertise thanks in a certain year.
6. Bifu Marketing Strategy:
For example, Mengniu was the industry leader Yili, and Maotai-flavored Wuliangye was attached to Maotai.
7. Hunger marketing strategy:
Needless to say, Xiaomi and Apple are both using it.
8. Threatening marketing strategy:
This strategy was used in Man Ting in those years, and this advertisement was harmed by mites, which made Man Ting sell well all over the country.
9. Member marketing strategy:
This point is used by catering giants such as Xibei and Haidilao, as well as street restaurants. We won't go into details.
if the marketing strategy is used well, accurate users can't escape. If you are worried about marketing strategy, you might as well think from the customer's point of view, "Which card can the enterprise play and the customer can catch it?" After all, the marketing strategy can improve the turnover.