During the epidemic, how to use small programs to complete the self-help catering business, 6 strokes can be

Previously, we explained how to use the community to create a private area of traffic, how to carry out community marketing. This issue to explain how to use catering small program, to achieve growth in customer volume and turnover.

During the epidemic, although the takeaway platform has brought a lot of turnover to our catering business, the single volume is more, but the profit is very little, some even lose money. The reason for the huge contrast is the high commissions of the takeaway platforms, and sometimes once the promotion stops, the sales follow.

And commission-free catering small program, undoubtedly for us to open up a profitable channel. Catering mini-programs are not new to everyone anymore, and many catering companies have gained dividends from them and have weathered the storm during the epidemic.

Hi Tea has accumulated 21.5 million users in less than 2 years since the launch of its small program; Zhenkongfu's small program contributed 36% of its turnover during the epidemic; and in the first quarter of 2020, Le Caesar's Pizza's takeout turnover from its small program increased by 300%.

The catering applet is not only the standard of branded catering enterprises, but also an effective business tool for our small and medium-sized catering stores. And most of the catering stores feel that the small program is not useful, or follow the traditional business model, or do not understand it, do not know how to use it.

Next, we are from the catering small program advantages, functions and marketing methods in 3 aspects, to explain how to use the small program to increase customers and turnover.

One, the advantages of catering small program

For catering business, small program has five advantages:

1. Using small program will "store opened to the phone", increasing the path to reach consumers, to achieve the customer online booking takeaway. The goods will be shelved on the small program mall, customers can directly select the goods in the WeChat small program, order.

2. Conveying online customers to offline stores, increasing customer traffic. Small program backed by 1 billion user traffic, through the circle of friends, nearby small program and other multi-channel reach customers, through the display of the location distance, guide customers into the store.

3. Open small program low cost, no commission. Now the small program is very mature, there are also many third-party small program platforms, the price ranges from 3,000 to 13,000 yuan per year, you can compare and choose for yourself. In addition to the use of small programs, there is no additional commission.

4. Support for online ordering, improve the conversion rate. Customers can share the small program mall, directly click to order, greatly improving the conversion rate.

5. Improve the efficiency of ordering. For example, in Haidilao, each table is affixed with a small program QR code, the customer sweeps the code to order, eliminating the need for queuing time, each QR code corresponds to the corresponding table number, and we do not have to worry about serving the wrong dish.

For customers, the main advantage of the small program is to reduce the threshold of use. The small program does not need to be installed, use it and go, use WeChat to open directly, from ordering to payment is very smooth, the customer experience is also good.

Two, the main functions of WeChat small program

Here to a third-party small program development platform as an example, to explain the main features, but does not summarize all the features, some platform features have been updated.

1. Commodity management

The main purpose of the management of commodities is to display them in the small program mall, we can add commodities by ourselves, set the attributes of commodities, such as price, inventory, name, etc., including uploading pictures of the commodities and setting up the time of shelving.

Additionally, we can also manage commodities in groups, such as tea series, cold dishes series, meat series. Convenient for us to manage, but also convenient for customers to find.

2. Order management

Order management is divided into order overview, all orders, after-sales rights, evaluation of the management of four parts.

The main function of the order profile is that through the background data statistics, we can clearly see the changes in orders and transactions in the last 7 days. It helps us to analyze the business situation and make improvements accordingly.

For example, if the order volume has dropped a lot in the last few days, you can look for problems in several aspects such as food, service, delivery, etc. in order to try to improve and then observe the data changes after the improvement. If the single volume recovery, that the problem has been solved, if still not work in another direction to make improvements.

Overview of individual orders, after-sales processing and customer evaluation management, we can handle in the order management.

3. Customer management

Customer management features, support for cell phone numbers, WeChat nicknames to search for customers, can be purchased through the purchase of the customer's name, phone number, purchase times, labels, source channels, and other conditions of screening customers, so as to achieve the refinement of customer management.

For example, based on the number and amount of customer purchases, we issue corresponding points and coupons. If the customer cumulative consumption of 200 yuan to give a 10 yuan coupon, cumulative consumption of 500 yuan to give 20 yuan coupon, so as to stimulate customers to spend again.

4. Asset management

Asset management is mainly for asset function is the withdrawal of assets, as well as the transaction records of the query to facilitate the bill reconciliation.

5. Marketing tools

Marketing tools are mainly group, spike, cut price, coupons, full-reduced delivery, membership points. Marketing tools are the tools we use to get customers and increase the volume of orders, and that's what we're going to focus on next.

For example, we set up a "1 yuan second kill activity" in the background, through the small program to share to the circle of friends and WeChat group, to attract customers to order, increase customer activity.

Three, how to do marketing of WeChat small program?

It was mentioned above that the small program mall contains marketing tools such as group, spike, price cut, coupon, full reduction delivery, and membership points.

1. group activities

We can choose the recent new dishes, so we can promote the new dishes as soon as possible, which is very favorable to us. For example, a new flavor of pickled fish, we set up a group activity, the original price of 58 yuan, 2 people group 48 yuan, 3 people group 38 yuan.

It should be noted that the price we use ladder price, customers can selectively according to their own actual situation to open the group, if you want to get more discounts can choose 3 people to open the group. For us although the unit price is low, but increase the amount of customers more.

2. Seconds activities

The choice of goods to be able to arouse the user's interest to focus on the seconds, but note that the seconds does not mean that only low-priced goods, and should be appropriate to pull the user to buy the high price per unit of goods, or else the product in the mind of the user's position will be greatly reduced.

Seconds of the product is best to have a portion of the dishes, such as pickled fish, boiled fish, crayfish, etc., of course, according to their own store's operating characteristics to determine, here is just an example.

Price, we have to set the price of seconds and the original price, forming a sharp contrast, the use of low prices to attract customers, stimulate customers to order, thus increasing customer activity.

3. Price cutting

Price cutting activity is through the old customers to share to new customers, so as to spread virally. For example, a product worth 100 yuan, cut price 0 yuan to take, set 10 people to participate in order to complete, the cost is equivalent to 10 yuan per person. But often the cost of bargaining is much lower, for example, Poundland's bargaining, to the last 1%, only a few points and a few cents at a time.

First determine the event time, that is, the start time and end time of the event. Activity time is generally 2~3 days, can be determined according to the specific circumstances of the store, in addition to Saturday and Sunday people have more leisure time, can be arranged in these two days.

Additionally, we should pay attention to the effective time of bargaining, that is, from the moment of initiating the bargaining, the bargaining will be completed within the stipulated time, otherwise the bargaining fails. General bargaining time for 24 hours, bargaining time settings can give customers a sense of urgency, so that the progress of the activities in our hands.

Bargaining amount, we according to the price of goods and activities to determine the content, for example, the price of goods 100 yuan, our activities are "0 yuan free to eat beef skewers", then the amount of help to cut is 100 yuan, if it is "only 30 yuan, with the whole family to eat beef skewers," then the amount of help to cut is 70 yuan.

4. Coupons and discounts

Coupons and discounts are the same in nature, but in different forms. Coupon is issued to the customer to use, the customer does not use can be; full reduction delivery activities are attached to the goods, the customer order can enjoy. Here we put together to explain.

Coupons are issued according to the different customers, relatively simple. For example, new customers, we can give a coupon for 10 yuan off the first order; old customers we give a coupon for 5 yuan off a full 20; active customers we can increase the amount and give a coupon for 8 yuan off a full 30.

According to the different stages of the customer, we give the corresponding coupons to increase the customer's consumption frequency, the effect is maximized.

The most worrying thing about the full reduction is how to grasp the strength of the activity, worrying that the strength is too small customers do not buy, the strength is too big and they lose out.

Full strength we use reverse thinking to design, first design the full amount, and then pricing. For example, a dish cost price of 15 yuan, full reduction amount of 5 yuan, profits want to control in about 30%, then we should be priced at about 30 yuan. This way we can make a profit, but also give customers a price surprise.

5. Membership points

We can set up according to their own situation, the corresponding membership growth system, each level corresponds to the corresponding preferential privileges.

For example, the membership system of Haidilao, according to the number of customer membership points, order quantity, consumption amount to set up the corresponding member's level setting, divided into red sea, silver sea, gold sea, black sea 4 levels, and each level corresponding to the growth of the value of 0~1999, 2000~5999, 6000~11999, 12000 and above respectively.

Corresponding privileges have also been upgraded from the most basic registration gifts and birthday privileges of the Red Sea to offline activities, new tastings, and black sea channels of the Black Sea.

The growth value is set according to the points earned in the last 12 months of consumption, the number of visits to the store in the last 12 months, each time is 100 points.

Also points can be exchanged for gifts in the Points Mall, such as coupons, electronic devices, cups, etc. They can be physical or virtual gifts.

Fourth, the final summary

This article explains 3 aspects of the advantages of the small program, the main functions, 6 marketing tools, the main purpose is to make the catering business, a clear understanding of the small program, and combined with 6 major marketing tools, to bring us customers and profits.

The focus of this article is the use of 6 different marketing tools, each marketing approach has different characteristics and effects, and will play a greater effect when used in conjunction with each other. You can refer to previous articles to learn, which has more detailed dry goods and practical skills.

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