E-commerce operation: a comprehensive review of promotional activities skills!

In this article, let’s take a look at the types of e-commerce product promotions.

I summarize the types of promotional activities into two types: the first is single-product promotion, including buy-one-get-one-free, limited-time purchase, special offer, pre-sale, and purchase with a premium; the second is multi-product promotion, including purchase discounts, purchase gifts, purchase discounts, and sets.

1. What are the types of single product promotions? What is the purpose of each type?

1. Buy and get free

(1) Definition

That is, by giving consumers new products in small packages, small items with lower transaction amounts, or giving away x items for free when they buy x items, consumers can quickly become familiar with the company's products and their desire to buy is stimulated. Let the product quickly open up the market and win stable profits for the company.

(2) Purpose

To sum up, it is to increase the awareness of new products/increase payment conversion rate. But depending on the form of the gift, the purpose is also different. Let's expand on this:

A: The gift is new.

Purpose: To increase the awareness of new products. Sellers usually launch trial packs and mini packs to allow users to try out these specifications. They will not be sold separately in the market, thus avoiding pricing conflicts.

It has two purposes. One is to boost sales, which is relatively rare at present. The second is to test market feedback. The former will bundle the launch of products with high sales volume, which requires a relatively high investment cost and is not easy to monitor the effect data. The latter is targeted at a small market, and will lock in a certain market range for data sampling. For example, place samples in Beijing or in a certain store, and then look at the store's repurchase rate and user reviews.

Usage scenario: Merchants have newly launched new products, which need to be promoted urgently to let more people know about the products. Let me tell you a real case that happened to me. Last year, because I bought a latex mattress from Koala, I bought a Koala membership. Ever since I bought the membership, I couldn’t stop and started buying all kinds of skin care products. Once I bought Anessa sunscreen, and the merchant gave me a bottle of spray which I don’t remember the name. I didn’t pay much attention to it at first, but after using it a few times, I found that the spray is really easy to use, saving time and convenient. So I keep repurchasing. This is a case of using hot products or old products to drive new products.

B: The gift is a small item with a low value.

Purpose: To increase payment conversion rate. When users buy goods, they directly increase the value of the goods by using other valuable materials or services. The purpose is to increase sales in the short term through direct profit stimulation.

Small items with low gift amounts can give buyers a sense of value. It can be divided into two aspects: one is material benefits, where currency of a certain denomination can be exchanged for more homogeneous goods, and any buyer will be happy to do so. The second is spiritual benefit, which is the psychological reaction of customers after purchase. Pleasant post-purchase aesthetic feeling. This benefit deepens the customer's impression of the merchant, helps to enhance the competitiveness of the product, and provides a strategic environment for carrying out gift promotions in a targeted manner when the opportunity arises.

Usage scenario: Give users the feeling of getting a good deal, stimulate users, and enhance their desire to buy. It is used in scenarios where you want to promote more sales of products of the same quality and price. For example, when you buy clothes on Taobao, you will be given a pair of socks for free. Goods of the same price that are given away will sell better than those that are not given away

C: The gift is buy x items and get x items of the same product

Purpose: To increase payment conversion rate. Sellers can clear out some slow-moving products by offering a buy x get x free sale of the same product. Some commodities have peak and off-seasons, so this method can also be used to attract customers during the off-season.

Another situation is when a product wants to highlight the theme of an event, such as the xx anniversary. To celebrate the anniversary, if you buy x items now, you will get x items of the same product for free.

Usage scenario: Used when clearing inventory or increasing sales. When you go shopping in a supermarket, you often see packaged yogurts in the yogurt section that offer buy 2 get 1 free, or buy 3 get 2 free.

(3) Case screenshots

2. Limited time purchase

(1) Definition

Limit purchases to a certain time period. Limited-time sales, also known as flash sales, originated from the French website Vente Privée.

in the country, the limited-time flash sale model emerged in 2008. In December 2008, Vipshop was the first to introduce the limited-time flash sale model from France, and it quickly grew and became the leader in China's limited-time flash sale field.

(2) Purpose

Increase the order rate of limited-time products/increase payment conversion rate. Generally, the variety of goods available for limited-time purchases is relatively rich, and some brand-name goods will also be introduced to stimulate consumers to buy.

In terms of time, limited-time purchases create a tense atmosphere. Each event is launched for a short time, usually about 2 hours, and it is sold on a first-come, first-served basis with limited quantities. The discount is low, and the product is sold at 10% to 50% off the original price, which is a big discount.

(3) Usage scenarios

A few days ago, a colleague told me that he wanted to buy a razor, but he thought it was a bit expensive and couldn't bear to spend the money. Later, I accidentally discovered this product in a limited-time sale, which was 80 yuan cheaper than the normal price. He acted decisively.

But if we think about it, if we reduce the price by 80 yuan at the beginning, he may not buy it because he thinks it is expensive. But when he saw that the price was 80 yuan less than the original price, he bought it decisively. This is the charm of limited-time promotions

(4) Case screenshots

3. Special Offers

(1) Definition

The same product is lower than the market price

(2) Purpose

Reduce inventory/increase payment conversion rate. With a price that is lower than the market price and close to the cost price, the product stands out among similar products, is more attractive and appealing to consumers, and thus occupies a larger market share.

Large-scale businesses often focus on price advantages and win their own market space in the form of special offers. In the fiercely competitive market space, small profits but quick turnover has become the magic weapon for many businesses to win.

(3) Usage scenarios

The special price is the price after the strike-through price, which is usually offered during a certain period of time to clear inventory or give back to users.

Girls who often buy facial masks have this experience: normally this facial mask may cost 100 yuan, but during a certain period of time there will be a special sale and the price will be lower than usual. With the upgrading of consumption, on the basis of "special price", some platforms have added some limited-time special price and limited-quantity special price gameplay.

(4) Case screenshots

4. Pre-sale

(1) Definition

Refers to sales activities before the product officially enters the market

(2) Purpose

Improve user stickiness, conduct market research, and avoid waste caused by mass production.

For some newly invented products, pre-sales can be used to understand whether there is a market for the product. In particular, for some products that can only be produced in batches, production can be put into production only after a certain amount has been reached through pre-sales, effectively avoiding the risks involved in production.

For products that are not successful during the pre-sale process, it means that the practicality and popularity of the product need to be studied and demonstrated.

(3) Usage scenarios

Speaking of pre-sales, the one that everyone feels most strongly about should be Double 11. Most products go on pre-sale on October 22nd. You only need to pay a deposit first, and the balance will be paid on November 11th.

Paying a deposit in advance means paying x deposit to offset x amount, and if you place an order a certain number of times in advance, you will receive some extra gifts. So if you really want to buy some of the goods, you will generally be accepted to pay a deposit in advance to participate in the pre-sale

(4) Case screenshots

5. Add-on purchase

(1) Definition

On the basis of the original purchase, you can purchase the product with a higher original price by adding a small amount of money.

(2) Purpose

Improve the sales rate. Every product has a perceptible price range for its customers. For example, a dish of sweet and sour pork in a restaurant was originally 38 yuan, then it increased to 39 yuan, but people didn’t notice it. Later it increased to 42 yuan, and then many people would ask why it increased so much.

Normally, this product might cost 80 yuan, but now it can be purchased for only 30 yuan more. This perceptible price difference increases the sales volume of the product at a higher price. The main product's ability to bring goods has been greatly improved.

(3) Usage scenarios

If you buy a down jacket in winter, he will pay extra to buy a few fleece sweatshirts or thick pants. If users find an item that is suitable while browsing, they will spend a small amount of money to purchase it. Users feel that they are getting a good deal by paying more, and merchants also achieve the goal of bringing in goods.

(4) Case screenshots

As mentioned above, the purpose of single product promotion activities is summarized as follows:

2. Single product promotion background prototype design

Before we design the "single product promotion" background prototype, we need to consider clearly which information fields to design. After thinking about it, we can divide the creation of a single product promotion activity into two parts, one is the basic information entry, and the other is to display different configuration items based on different activity types. (ps: Because limited-time purchases are special, each company has different designs based on their business, so this article does not elaborate on limited-time purchases)

1. The model can be abstracted as

2. As shown in the model, to create an activity, basic information entry needs to be considered

1) Type of activity: Choose whether it is buy-one-get-one-free, limited-time purchase, special offer, pre-sale, etc.

2) Activity time: the start and end time of the activity. The point to note here is whether the product site needs to be preheated in advance

3) Activity name: Consider the upper limit of the number of characters in the name. How to choose a name that is both clear and attractive to users?

4) User group settings: This can be considered to set whether this activity is for all users, member users, or a certain group of users with special attributes.

5) Product range setting: This item refers to selecting which products will participate in this activity.

3. Display points to note for different configuration items based on different activity types

1) Buy and get free gifts: Pay attention to the configuration of gifts

2) Special price: Please enter the amount after the special price.

3) Limited-time purchase: If the limited-time purchase stock is about to be sold out during the event, there should be a stock warning mechanism

4) Pre-sale: Please note that the pre-sale deposit cannot exceed the proportion of the product's strike-through price. Please make sure to enter the deposit amount and the offset amount. Please note that the time here is not just a start and end time, but there must be a "deposit payment start time" and a "balance payment start time"

4. Refine the prototype

(ps: The prototype only illustrates the configuration items for purchase and gift. For special offers and pre-sales, please refer to the abstract model)

3. What are the types of multi-product promotions? What is the purpose of each type?

1. Full discount

(1) Definition

The price of the goods purchased by the buyer will be reduced by a certain amount immediately if the amount and quantity are met.

(2) Purpose

There are many ways to enjoy discounts on purchases over a certain amount, but the purpose is the same: to increase the average order value.

I used xmind to summarize the gameplay of "full reduction", which is explained in detail below:

1) General discount

A: Ordinary discount - RMB off: "RMB off" means that after the consumption reaches a specified amount, a fixed amount can be deducted from the total price.

Expression form: 30 yuan off for purchases over 100 yuan. This usually happens after participating in a full-discount activity, which reduces the unit price of the original product. For example, if I go to Dangdang and want to buy a book that costs 90 yuan, if I don’t participate in the discount, I will have to buy it at the original price of 90 yuan. However, this book is something I really need, so I would buy it even without a discount. At this time, I encountered a 30 yuan discount for every 100 yuan, which means that if I randomly choose a 10 yuan book to add to the order, it will reduce the payment amount, so I decisively added the order

B: Ordinary full discount-reduction discount: "Full discount" means that after the consumption reaches a specified amount, you can enjoy a discount on the total price.

Expression form: 10% off for purchases over 199 yuan. Full discount is more suitable for B2B, because B-side users will pay more attention to the gross profit of each product.

C: Ordinary discount coupons: "Discount coupons" are coupons that can be used to deduct part of the price of goods after reaching a certain amount of consumption.

Form of presentation: A 300 yuan discount coupon will be given for purchases over 500 yuan. The purpose of the platform coupons sent by the platform is to attract traffic to the platform and increase the success rate of orders on the platform. The best effect is that when customers finally use the platform coupons, they can drive sales of multiple stores. Store coupons are more likely to increase store conversion rates and customer spending

2) Discount for every purchase

It means that after a single consumption reaches a specified amount, a fixed amount can be reduced from the total price.

Format: 30 yuan off for every 100 yuan spent. This kind of configuration is usually a little higher than the original price of the product. For example, when customer orders are concentrated at the two price ranges of 50 and 80, the merchant can set a discount of 30 for every 100 spent. Two price points are stimulated at the same time. If a buyer with an average order of 50 wants to buy one more item for 50 yuan, that would be 100-30=70. Normally, the other item would cost 50 yuan, but now it only costs 20 yuan, so buy, buy, buy.

If a buyer with an order of 80 wants to buy another item worth 50 yuan, then 100-30=70, 80-70=10, which means he has to spend 20 yuan more to make up the 100 yuan purchase and save 10 yuan. If he doesn't buy now, when will he buy?

3) Tiered discount

Refers to the different amounts you spend that can be deducted or discounted accordingly

Expression form: Set corresponding discounts according to the consumption amount. The higher the consumption amount, the greater the discount, so as to stimulate users to increase the single purchase amount. For example:

1. 30 yuan off for purchases over 99 yuan, 60 yuan off for purchases over 199 yuan, 100 yuan off for purchases over 299 yuan;
2. 9.8% off for orders over 99 yuan, 10% off for orders over 199 yuan, 20% off for orders over 299 yuan.

4) Percentage discount

It means that after a single consumption reaches a specified amount, the total amount can be reduced by a fixed percentage.

Expression form: 10% off for purchases over 1,000 yuan. This is generally applicable when there are many types of goods and the total price is high.

5) Full discount on commodity pool

Among the N types of goods participating in the event, users need to purchase at least 2 different types of goods and meet the total amount requirement to enjoy the discount. This is usually the case with daily necessities, and everyone stocks up as they have to use them anyway. If it is not a necessity, the purchasing pressure will be greater.

(3) Usage scenarios

The application scenarios of the full-discount activity are relatively broad. For high-priced goods, a full-discount can be performed on a single item to promote the conversion rate of the product. For low-priced goods, it is mainly to promote the overall conversion rate of the store and increase the average order value.

The full-discount activity mainly satisfies the user's psychology that they feel they are getting a cheap price and a great value for money. That is, you spend the same amount of money and buy more things. You may originally only want to buy one item, but in order to complete the order, you will buy several things that you did not intend to buy.

For buyers who must buy certain products, the discount leads to an increase in the average order value. But for some hesitant customers, they may be more sensitive to price comparisons, so it is best not to have a price that is too different from similar products.

(4) Case screenshots

2. Full gift

(1) Definition

When consumers purchase goods worth X yuan or more, they can receive another item from the merchant for free.

(2) Purpose

Promote buying from never buying and increase the number of orders.

1. Ordinary full gift. Form of presentation: Free product A for purchases over 200 yuan
2. Stairs full of gifts. Form of presentation: A product worth 50 yuan will be given for purchases over 200 yuan, and a product worth 100 yuan will be given for purchases over 400 yuan
3. Ordinary gift for purchases over a certain amount. Form of presentation: Buy 3 or more items and get a free C product
4. Free gift for every full item of ladder. Form of presentation: Buy 5 or more and get product Y for free; buy 20 or more and get product X, Y, or Z for free.

(3) Usage scenarios

In three scenarios, merchants will provide free gifts for purchases over a certain amount. 1. To increase the user's awareness of new products; 2. To increase the value of products by giving away small items with low gift amounts; 3. To clear inventory

(4) Case screenshots

3. Full-piece discount

(1) Definition

The amount of discount you can get is called the full-item discount.

(2) Purpose

Clear inventory and increase customer orders

1. Ordinary discount for purchases over a certain amount. Expression form: Buy 1 piece at the original price, buy 2 pieces at 20% off;
2. Step-by-step discounts. Expression form: Buy 2 items and get 20% off, buy 3 items and get 30% off.

(3) Usage scenarios

The most common usage scenario for the full-piece discount is clothing products, because clothing needs to be matched, and there is a possibility of buying multiple pieces at a time. And the more you buy, the bigger the discount, so most buyers can't help but buy two more.

(4) Case screenshots

4. Set

(1) Definition

Multiple products with the same purpose are grouped together.

(2) Purpose

Joint sales

1. Direct discount on sets: a single razor is 200 yuan, a single toothbrush is 80 yuan, and if you buy them separately the total price is 280 yuan. But buying a razor and toothbrush set is 240 yuan;
2. Free shipping for the set: If you buy a belt for 60 yuan alone, you will be charged 10 yuan for postage, but if you buy a belt and pants set, the shipping is free.

(3) Usage scenarios

The keyboard costs 65 yuan and does not include shipping. With the 5 yuan shipping fee, the total is 70 yuan. However, the mouse set costs 70 yuan and includes shipping, so I will definitely choose the set. Because compared to buying a keyboard alone, you get the other items in the set, but the price is the same.

(4) Case screenshots

As mentioned above, the objectives of multi-product promotion activities are summarized as follows:

4. Multi-product promotion background prototype design

Before we design the "multi-product promotion" background prototype, we need to consider clearly which information fields to design.

After thinking about it, we can divide the creation of a multi-product promotion activity into two parts, one is the basic information entry, and the other is to display different configuration items based on different activity types.

1. The model can be abstracted as

2. As shown in the model, to create an activity, basic information entry needs to be considered

1) Type of activity: Choose whether it is a discount, free gift, or discount for a certain amount of items.

2) Activity time: the start and end time of the activity. The point to note here is whether the product site (product details page) needs to be preheated in advance

3) Activity name: Consider the upper limit of the number of characters in the name. How to choose a name that is both clear and attractive to users?

4) User group settings: This can be considered to set whether this activity is for all users, member users, or a certain group of users with special attributes.

5) Product range setting: This item refers to selecting which products will participate in this activity.

3. Display points to note for different configuration items based on different activity types

1) Full discount: Please enter full x amount minus x amount

2) Full gift: pay attention to the configuration of gifts

3) Discount for purchases above a certain amount: Please make sure to enter "x discount for purchases above x items". If the demand is for a gradient full-item discount, then there should be an entrance to increase the gradient.

4) Set: Defines products that come in combination sets

4. Refine the prototype

(ps: The prototype only illustrates the configuration items for full discounts. For full gifts, full item discounts, and sets, please refer to the abstract model)

at last

We have concluded the summary of the above single product promotions and multi-product promotions. All promotions are designed to make customers feel they are getting a good deal and make impulse purchases, buying more things at a time and more times, thereby achieving profit targets.

9 common promotion methods:

1. Buy-one-get-one-free : Increase new product awareness and payment conversion rate
2. Limited-time purchase : Increase the order rate of limited-time products
3. Special offer (instant discount/direct price reduction): reduce inventory
4. Add-on purchase : joint sales, increase the sales rate
5. Pre-sale : Improve user stickiness and conduct market research
6. Full discount : Increase the average order value
7. Full gift : Promote buying from never buying, increase the number of orders
8. Full-item discount : Clear inventory and increase customer orders
9. Set : Sold together

Author: The beauty of creativity

Source: The beauty of creativity