Now I'm just walking down a street, and nine out of ten stores are offering discounts. There are signs everywhere, such as "big sale", "big clearance" and "special price for the whole audience". The reasons are mostly "expiration of the contract", "transfer of stores" and "centenary celebration".

The worse the business is, the cheaper the goods are. A boss complained that selling 2,581 bags a month is the only way to survive, and the only way to make money is to sell more bags ...

In this era of brand proliferation, rich materials and prosperous e-commerce platforms, people are very selective in shopping. It can be said that basically everything you can think of that can be legally bought and sold can be bought at a treasure.

The dilemma of traditional physical stores

1. The service scope is limited

Traditional physical stores are limited to their own products and services, and ordinary stores can only serve passengers around 511 meters. How to improve the visibility of stores and enhance the service radius of stores is a bottleneck that every store owner must face!

2, customers are easy to lose

Most stores' business is a one-shot deal. Without the awareness and methods of customer maintenance, it is really sticky. It can be said that every customer who comes to the store is a lot, not the store itself. When this customer will come again and whether he will come again is unpredictable.

3. Rising operating costs

As we all know, the two biggest operating costs of physical stores are rent and labor. In the case of relatively fixed costs, we can only work hard to provide services and increase passenger flow. How to expand customer drainage is the key to reducing costs and improving performance! Needless to say, e-commerce has a strong impact, and I believe every boss has a deep understanding.

Opportunities brought by applets

1. Online drainage

Applets now have many entrances: QR code scanning, WeChat keyword search, WeChat group sharing, friends chatting and sharing, WeChat official account association and so on. Merchants can display the content, product information and services they want to deliver in various ways; Even through the small program mall, we can sell goods, book services, pay for services and so on. Through the development and operation of small programs, stores will be able to obtain more customer resources by relying on more than 1 billion user traffic of WeChat.

The offline application scenario triggers the "instant" service, with the QR code as the main entrance, and the user enters the applet through a sweep of WeChat. Enjoy the "instant" service anytime, anywhere, and save the complicated "download", "installation" and "registration" of mobile phone software such as APP. In this way, more users will experience entering applets through different service scenarios, so that users can easily experience the services and goods provided by enterprises offline.

2. Realizing sticky service

The main purpose of the research and development of WeChat applet is "light and simple" and "run away when you use it". For corporate brands, they can use their own membership system or self-operated WeChat official account to combine the message push function in the system with the "run-as-you-go" service of small programs to carry out the secondary development of fans and members, which will increase users' stickiness and create more commercial value.

3. Grab customers nearby

For offline stores, people within 5km can search for your applets through nearby applets. This kind of traffic within 5km can be unlimited, which can't be underestimated, inadvertently attracting more users to discover you and creating more marketing opportunities.

4. WeChat official account attention component was added to the applet

In September, WeChat was heavily updated again: WeChat official account attention component was added to the applet, so users can quickly pay attention to WeChat official account when using the applet for offline code scanning. The appearance of this function is undoubtedly the welfare of offline businesses, and it is operated through the linkage of "applet+WeChat official account". In the future, the repurchase rate of customers will be greatly improved.

For example, in the catering industry, although the experience of scanning code for ordering food by small programs is wonderful, it is really "run away when you use it".

Now the applet supports paying attention to WeChat official account, and users also pay attention to WeChat official account while scanning the code to order food. Merchants can push the activity information to customers in the form of WeChat official account messages at any time, which will attract these users to spend again and improve the offline repurchase rate.

5. wechat launched "function direct"

recently, wechat opened a heavy capability: function direct. How? Functional direct access refers to a search form in which users can directly access applet services through search. Wechat users can search for services and go directly to the service page of the applet.

This function enables businesses to better transform their services, and there are many types of applets that can be applied for now.

For example, in the catering industry, you need to pay high service fees when you enter the US delegation, are you hungry, and comment from the public, but the users who complete the transaction ultimately belong to the platform. The problem of user retention has become a difficult barrier for traditional catering businesses to break through. The emergence of small programs is not only a new opportunity for catering businesses, but also for the majority of physical store businesses to achieve successful transformation.