1，IP。

Personalization of store brands is the premise of operating users in WeChat ecosystem. Micro-signal is human and IP is human.

2. establish contact.

Find ways to attract users to actively add personal micro-signals.

Siebel did this a long time ago. When Zhengzhou store first opened, the manager gave gifts to strangers at the door every day, taking the opportunity to make them pay attention to their own micro-signals.

The store manager's circle of friends almost never advertises, but reveals the bits and pieces of the brand from the perspective of life. This makes customers feel more cordial.

3. Promotion activities.

Users come in and can't become stiff. We must constantly communicate with them through content, activities and daily interaction to deepen trust.

Generally follow three principles:

The first is the principle of focusing, that is, it should be topical so that customers' attention can be focused.

Second, keep it interesting, or no one will watch it.

Third, in order to maintain continuity, water drops and stones will pass through.

More importantly, it is characterized by answering questions, solving problems and listening to complaints. What is more rare is that customers' good suggestions must be adopted and improved in time.

When customers visit again and find that things have changed, the surprise and satisfaction are beyond words.

For example:

During the epidemic period, the private domain traffic used for log cabin barbecue is:

WeChat circle of friends, "two micro a day". There are more than 5,000 employees in the log cabin barbecue, who forward barbecue-related videos and photos in the circle of friends every day to stimulate customers' desire to order food and let everyone know that the log cabin barbecue takeaway has opened.

WeChat official account, welfare, live broadcast. Stimulate customers' vision with a large number of attractive barbecue pictures, and actively publicize the safety measures in the distribution process.

Record new barbecue dishes through video and interact with customers.

4. Stratification.

To achieve refined operation, we must first achieve user stratification and find out high-net-worth users.

There are different benefits at different levels. For example, for customers who pay attention to cost performance, this benefit can be a regular monthly voucher, and the voucher should be the kind with no threshold, making profits in disguise 10 yuan. For customers who pay attention to the consumption experience, merchants can spend more time to create surprises and enhance the dining experience of customers.

5. buy back.

As long as you do the first four steps, the repurchase will happen naturally.

Of course, the establishment of private domain traffic is not a day's work, just like any kind of successful experience can't be copied directly, and catering people can't blindly copy it. Instead, they should carefully choose the private domain traffic construction method suitable for their own brand operation.