Brand Retail Private Domain Solutions

Precision marketing based on big data is really shining in the field of e-commerce, especially in the field of private domain e-commerce. Through the brand's own traffic pool and accurate data insights, it can directly reach consumers with high conversion rates and low costs.

The parent company of a well-known domestic brand of daily chemical products completed its IPO last year. The brand's products focus on health and naturalness, and the cotton wipes it produces are popular among mothers. Through refined operations in the private domain, the growth rate of the brand's own platform channels such as its official website, mini-programs and apps has increased several times compared to the third-party e-commerce platforms in the same period last year.

During the epidemic last year, offline consumption was restricted. In order to connect online and offline business scenarios, activate omni-channel data, and enable refined brand operations, the brand customer found Convertlab to discuss current bottlenecks and future goals, as well as how automated marketing tools can empower companies to promote sales growth.

The Convertlab team builds an integrated marketing cloud for customers, focuses on user experience, enables companies to carry out refined operations in their private domains, and comprehensively promotes brand digital transformation. Next, let’s take a look at our specific strategy and execution for this client:

01. Data governance unifies consumer identities and builds a 360-degree customer portrait

Design data governance solutions based on the customer's business scenarios. Based on the three dimensions of people, goods, and touchpoints, we have connected data from stores, official websites, WeChat applets, e-commerce orders, corporate WeChat, communities, etc., conducted omni-channel integration, achieved unique ID identification for consumers, and uniformly identified their characteristics.

Once the consumer identity ID is connected, it will provide precise guidance for conducting marketing activities. First, the customer portrait can be clearly seen. Second, during the advertising stage on third-party platforms, it can reduce advertising interference to consumers.

Finally, through digital offline brand activities, we can complete and accumulate consumer information and behavioral data to improve the consumer portrait. Such as scanning the QR code online to sign up to participate in activities at offline stores, scanning the QR code at offline stores to participate in H5 mini games, etc.

Conduct comprehensive and three-dimensional analysis and insights on omni-channel data, combine the contribution of different store members at different times, use the classic RFM model to combine people and products, and stratify users based on members' preferred regions, to obtain a multi-dimensional 360-degree portrait of consumers and establish a labeling system.

Based on the labeling system, companies can continuously revise consumer portraits in real time, dynamically and comprehensively through continuous interaction throughout the customer's life cycle, allowing customers' competitiveness to reach a new level.

02. WeChat ecosystem marketing touchpoints are connected, and online and offline are integrated.

Based on the WeChat ecosystem, customers connect users of mini programs with users of official accounts, users of official accounts with users of communities, and offline store shopping guides with users of online communities.

Under the "three links", we analyze the complete user life journey, take a two-pronged approach from content marketing + data operation, and carry out refined operations in each marketing link to achieve exponential growth.

/ New customer acquisition/

In the past, offline scenarios were centered around the shopping guide’s personal initiative, with a single method of attracting fans and a lack of data support, making it difficult to trace membership indicators and sales sources.

Now, through the offline delivery of QR codes with parameters, consumers can be guided online to enrich their personal information in a personalized way. Membership indicators can be quantified, customer sources can be traced, and brands can be provided with the ability to reach consumers in a timely and proactive manner. Membership can be promoted through new member gifts, which facilitates the subsequent implementation of highly targeted marketing activities.

/ First order conversion /

In the past, the journey of new fans following a brand was relatively simple, and the 48-hour window for new fans was not effectively used to conduct multi-wave follow-up to promote consumption. The main method of reaching out to brands was still tweets, and there was a lack of multiple materials and forms of joint communication.

Now, we must firmly grasp the 48-hour window for new fans, promote the conversion of consumers' first orders, and gain insight into the category preferences of reserve users. Based on the first purchase, we provide feedback on user category preference labels and conduct multi-band follow-up outreach.

/ Member Repurchase /

In the past, there was a lack of tools to segment and group member data, there was no differentiated benefits push, conversion rates were low, and the ROI of coupon push was low, making it difficult to improve. It was necessary to go to different supplier platforms to distribute benefits, and there was a lack of a "one-stop" digital marketing platform.

Now, based on the system user model circles, we conduct channel push with different strategies through data analysis such as consumer purchasing power judgment, user preference categories, user preference channels, etc., to achieve "one-stop" personalized rights distribution, thereby increasing repurchase rate and optimizing coupon distribution ROI.

/ Wake up a sleeping user /

In the past, many brands spent most of their marketing budgets on the customer acquisition stage, but ignored the fact that the workload and cost of winning a new customer are more than 5 times higher than maintaining an old customer.

Now, by segmenting the brand's dormant users, we have sorted out targeted population packages, conducted strategic testing iterations, used preferred interest points and personalized copy design, and refined large-scale user operation strategies to activate and convert users.

/ E-commerce Redirection /

In the past, we had to manually retrieve offline information such as whether consumers’ coupons were redeemed and whether they placed orders for added cart items, thus missing out on the best opportunity for conversion. Moreover, the loss behavior within the mini program was not captured in a timely manner, resulting in a lack of personalization in consumer communication and a lack of systematic management of the consumer conversion path.

Now, through marketing automation tools, we can obtain consumer interaction behaviors, realize user life cycle management within the mini program, conduct redirect marketing for consumers who "bounce" or browse without placing an order, quickly recall consumers, reduce marketing costs, and obtain conversions and increase average order value.

/ Empowering shopping guide community operations /

In the past, store guides relied entirely on personal interests to develop and retain customers. They lacked opportunities to communicate with customers and holiday care materials, and were unable to fine-tune the operations of customers in the community.

Now, through the automatic marketing system, store guides can be enabled to operate private communities, develop loyal customers into KOCs (key opinion consumers), set up corresponding promotional activities, and enable KOCs to achieve fission and attract new customers. At the same time, data can be used to quantify the performance of shopping guides, enhance their sales enthusiasm, and achieve increased store performance.

03. Automated marketing tools empower private domain operations and bring the joy of performance growth

During a major e-commerce promotion, this client used our automated marketing system to reach out to customers in multiple stages and in a step-by-step manner, thus maintaining the popularity of the promotion and continuously stimulating conversions. Ultimately, the client's membership purchase conversion rate more than doubled, and sales increased from the previous million level to tens of millions.

Currently, the client’s private domain members have exceeded 10 million. It insists on digital transformation and multi-touchpoint layout, integrating online and offline consumption scenarios, connecting omni-channel data through an automated marketing system, and enabling the company to carry out refined operations.

It used to take a month to complete a marketing campaign, but with the use of digital means, we can even do two to three hundred campaigns a month. The operations staff can now independently complete tasks such as user portrait analysis, consumer operation data and activity review, which were originally time-consuming and labor-intensive, without the need for support from the IT department. This client provided a set of growth ideas for the digital economy era that can be used as a reference for companies that also own online and offline retail brands.

Author: MarTech Growth Diary

Source: MarTech Growth Diary