1. Make great efforts to retain members
1. Transform members
Tiancai Shanglong's smart restaurant function, "service is membership", and increase the number of transformed members.
(1) Ordering is membership
Diners are guided to register through activities such as ordering red envelopes, compulsory certification, medal chest, etc., especially for the accompanying customers. Traditional marketing can't transform the accompanying guests into members, and more than 51% of the customers entering the store can be easily transformed into members through the marketing method of ordering food by mobile phone.
in addition to the traditional H5 ordering method, the ordering applet is being favored by catering businesses. It has the advantages of quick access to customer information, convenient entry of WeChat drop-down, smooth ordering experience and so on, which can help businesses to convert members more efficiently and improve customer experience.
(2) Payment means that members
order food by scanning the code on their mobile phones, which can display various preferential ways of membership cards, attract customers to become members or store their value through price differences, and it is easier to reach every customer who pays the bill than the cashier to guide the stored value, and the conversion rate is generally about 21%-31% of the customer who pays the bill.
(3) evaluation, that is, members
The evaluation function can not only retain customer satisfaction information, but also serve as the last step to convert members. When the diners pay, they can jump to the evaluation interface, and the evaluation reward coupons or points can attract some non-members to register and become the last link before the guests leave the store, promoting the conversion of members, and the evaluation reward coupons can drive re-purchase and increase the frequency of customers' consumption.
2. Member fission marketing
With the help of existing members, fission games can be developed, such as bargaining activities, group assembling activities and three-level distribution, which can be rapidly split online, so as to attract more potential customers for the catering enterprises. With the help of membership fission marketing, on the one hand, online channels have improved brand exposure; On the other hand, in the process of sharing fission among members, the drainage effect of different scenes can be achieved by setting up dining vouchers, take-away vouchers and shopping mall vouchers. The smart restaurant function of' Tiancai Shanglong'
Fission marketing method 1: Bargaining applet
Operation suggestion: Any coupon can be used as a bargaining commodity, and the star food coupon can be used for limited bargaining activities to create explosive products, with good publicity effect; For example, if 1 yuan buys the pot bottom of 68 yuan at the original price, 21 people can bargain to buy it.
the operation prompt activity time should not be too long, just 1 -2 days, and the validity period of the coupon is suggested to be 31 -61 days, which will easily make customers forget to use it. ?
fission marketing method 2: three-level distribution
three-level distribution gives relevant rewards to the inviter through consumption and recharge, and encourages more users to actively promote and become members.
it is suggested to invite the person directly, and the amount will be automatically rewarded according to 5% of the consumption amount; The second-level inviter will automatically reward the amount according to 2% of the consumption amount; Or give different coupons according to the number of people invited.
the operation suggests that this activity is suitable for customer-customer fission and employee-customer fission.
Fission marketing method 3: Grouping
Customers can initiate grouping activities in small programs, which can group electronic coupons and physical goods, and play the role of splitting into members through WeChat communication.
semi-finished products or food coupons can be selected for the recommended products, and the number of people assembling the group is generally set at 2-5, and the time for assembling the group should not be too long, just 1-3 days.
virtual goods (e-vouchers) and physical goods are supported for goods that are prompted to be grouped, and physical goods are supported for mailing.
second, repurchase marketing
restaurant enterprises can increase the consumption frequency of customers through marketing methods such as "online purchase of coupons", "members' day activities", "small stored value" and "evaluation of coupons".
1. Online purchase of coupon package
It is recommended to set up a combined coupon package, which contains a variety of vouchers, with limited usage scenarios and expiration dates.
case sharing: a hot pot launched a campaign in April to buy 31 combined coupons with a total price of 916 yuan at 19.9 yuan, including 11 coupons for take-out, 5 coupons for in-class food, 11 coupons for fresh in-class food, 4 coupons for leisure time and 1 coupons for bottom materials.
2. Members' Day Activities
Design monthly and Zhou Du members' activities to increase members' exclusive benefits, cultivate members' consumption habits and increase customers' consumption frequency.
Operation suggestion is to select one day every month as "Member Day" to provide discount coupons for new and old member stores, take-away coupons and other preferential activities to guide members to place orders.
the operation prompts that the online and offline discount contents should be differentiated.
3. Small stored value
It is suggested to lower the threshold of stored value and improve consumer acceptance, such as charging 311 for 31, charging 511 for 61 and charging 1111 for 151. ?
4. Evaluation of coupons
Evaluation of incentive coupons is a way to attach importance to interaction with members. In-house food coupons and take-away coupons can be designed to guide customers to repurchase in different scenarios.
the validity period of the operation suggestion voucher is 7-15 days, not too long; Vouchers and food coupons are more effective.
Third, build a shopping mall/new catering retail
1. Wuxiang Shopping Mall
Wuxiang Shopping Mall helps catering enterprises to build self-media online stores and sell ingredients, raw materials and products around brands. Through the deep integration of online and offline, we can really get through with members and realize the value-added and realization of member users.
in the next stage, the focus of member marketing will shift from "getting customers widely" to "precise marketing". By focusing on member stratification, RFM model, private domain traffic, etc., member stickiness will be improved, and a "loyal member pool" will be built for catering businesses. The above tools and methods are provided by Tiancai Shanglong. Reprinting is prohibited! Welcome to adopt, pay attention to and ask questions about all aspects of catering business, and discuss with us!