From 0 to 1, the entire private domain traffic operation and promotion plan!

Every time I attend an offline get out of class, there are many owners of physical stores who come to learn. The most common problem that bothers them is:

People pass by but don’t enter the store, and when they enter the store they don’t add WeChat. Without adding WeChat, there is no way to follow up on sales or repeat purchases, so a lot of traffic is wasted.

Su Xiaotang, a physical store + e-commerce brand in Xiamen, also faced the same problem. We built a private domain traffic system for Su Xiaotang. With the joint efforts of both teams, its performance increased by 368.39% year-on-year.

In order to help more conscientious companies enjoy the benefits of this method, we will now share with you all the details of the entire project from 0 to 1, and hope that your company can also double its performance.

The following is "Su Xiaotang's Complete Private Domain Traffic Operation Case". Due to its length, a table of contents has been specially set up. It is convenient for you to view relevant content as needed.

Table of Contents Su Xiaotang Background

Private domain traffic operation goals

1. Brand
1.1 Brand Research
1.2 Product Research
1.3 User Research

2. Personal account creation
2.1 Personal account four-piece set
2.1.1 Avatar
2.1.2 Nickname
2.1.3 Personalized Signature
2.1.4 Background Image
2.2 Personal Account Positioning
2.2.1 Founder Interview
2.2.2 Founder’s Personal Story
2.2.3 Founder Personal Positioning
2.3 Personal Account Personality and Friends Circle Implementation
2.3.1 Moments Content Release Guidelines
2.3.2 Weekly copywriting template for Moments

3. Store user conversion path
3.1 Content displayed outside the store
3.1.1 Facade
3.1.2 Window
3.2 User enters the store
3.2.1 Shop assistants’ attire
3.2.2 Clerk’s Guidance Speech
3.2.3 In-store material display
3.2.4 Store Music
3.3 User Payment
3.3.1 Design of bait to attract followers of store personal accounts
3.3.2 Personal account guide to add poster design
3.3.3 Talking skills for store clerks to increase followers through their personal accounts
3.3.4 Building trust with store staff
3.3.5 Store fission poster design
3.4 User Return Visit
3.4.1 Feedback Records
3.4.2 Tag Management

1. drainage
   4.1 Driving traffic into the store
   4.2 Cashier Counter Traffic
   4.2.1 Cashier traffic diversion method
   4.2.2 Cashier Counter Traffic Product Design
   4.2.3 Cashier Guidance Scripts
   4.2.4 Cashier Card Design
   4.3 Gift-giving to attract customers
   4.3.1 Designing the role of a phonograph
   4.3.2 Phonograph Prototype Design
   4.3.3 How to allow customers to scan the code to enter the phonograph?

2. make a deal
   5.1 Transaction through Friends Circle
   5.2 Community Transaction
   5.2.1 Why use social group buying?
   5.2.2 Why choose a flash mob group?
   5.2.3 Flash Group Purchase Process
   5.2.3.1 Determine the group purchase theme and products
   5.2.3.2 Preparing for the Friends Circle
   5.2.3.3 Flash Group Operation
   5.2.3.4 Material preparation
   5.2.3.5 Activity Start
   5.2.3.6 End of the activity
   5.2.3.7 End of follow-up visit

3. Membership System
   6.1 The purpose of building a membership system
   6.2 Three Elements of Setting Up a Membership System
   6.3 Membership System Poster Design
   6.4 Preliminary preparation for the annual membership card circle of friends
   6.5 Official sale of annual membership cards
   6.6 Annual Membership Cards Available for Sale

4. Project operation promotion

5. Data review

Su Xiaotang background

Su Xiaotang is located in Gulangyu Island, Xiamen City, Fujian Province. It has more than 10 stores and is positioned as a must-buy souvenir in tourist attractions. The main product is nougat, and there are other products such as pineapple cakes, bagged scented tea, handmade cookies and so on. The packaging is very beautiful, suitable for giving as a gift.

Since its opening, the store has not lacked traffic because it is located in a tourist area and the store decoration style is also very exquisite. However, they have always had a hidden pain - that is, a lot of free traffic is wasted.

With the development of the times, the cost for enterprises to obtain traffic is getting higher and higher. How to make good use of their own traffic every day has become an urgent matter that needs to be dealt with.

Therefore, their stores urgently need to transform and build their own private traffic, recapture the traffic that was once wasted, and then carry out a series of operations such as repeat purchases, fission, and referrals on the WeChat platform to maximize traffic utilization and performance.

Previously, they had consciously used their personal WeChat accounts to try to guide every customer who had consumed in the store to add their personal WeChat accounts, but their rhetoric was basically:

You can add WeChat to check order details or fill in and confirm delivery information. They haven’t found a more attractive reason for customers to add them on WeChat, so there is a lot of room for improvement.

At present, the operation of personal WeChat accounts is mainly handled by the cashiers of each store. Therefore, the following problems are prone to occur:

1. The cashiers have not systematically learned how to operate private domain traffic. After adding customers on WeChat, they do not know how to maintain relationships with users, nor do they organize activities to stimulate users to repurchase.

2. Cashiers are usually busy with customer service work in offline stores and do not have enough time and energy. I feel exhausted after processing daily offline orders and don’t have extra time and energy to interact with customers on WeChat.

In fact, stores are very systematic traffic carriers. After importing traffic to personal WeChat accounts, a series of refined operational actions are required:

From the early stage of store brand information, product positioning, in-store decoration, employee service, user experience, to traffic generation, user operation, membership system, and tool use, a complete and systematic operation process is required.

Private domain traffic operation goals

Su Xiaotang stores hope to build a set of self-replicable standardized processes through the systematic construction of private domain traffic, thereby achieving a substantial increase in store sales.

Simply put, from user acquisition, matrix operations on personal WeChat accounts, operations of WeChat Moments/communities, to the later establishment of a membership system, construction of a distribution fission system, etc., a systematic private domain traffic operation plan is needed.

To break down the target of offline store WeChat private domain traffic sales, it is necessary to have a specific understanding of the store’s customer source channels, the number of customers passing through the store every day, the number of customers entering the store, the number of customers placing purchase orders, the churn rate, etc.

Redesign the traffic hooks and continuously optimize based on data feedback, specifically down to the design of the placement of traffic-generating products in the store.

For example:

When customers are shopping, they pass by stores and test their store entry rate, transaction rate after entering the store, and the proportion of customers who pay at the checkout counter and add WeChat. This forms a traffic funnel model, which can be divided into: passing by, entering the store, checkout counter, and gift recipients.

Because there is a relatively stable number of payments every day, we decided to start with the checkout counter and focus on increasing the proportion of traffic from the checkout counter to WeChat.

After directing traffic to WeChat, refined operations are required to achieve the goal of long-term repurchase of users on WeChat and customer fission, thereby achieving an exponential increase in sales.

01
brand

Before making an operation plan, we first confirmed the brand positioning of Su Xiaotang. Brand positioning is all about designing a company's products and image to occupy a unique place in the minds of the target market.

The brand positioning of Su Xiaotang is the new business card of Xiamen souvenirs. As a maker of handmade nougat using the highest quality ingredients, we provide young people who pursue refinement, sweetness and romance with high-end nougat that is low in calories, low in calories, non-sticky, delicious and fresh.

1.1 Brand Research

In order to formulate a complete private domain traffic marketing strategy in the future, we need to conduct research on Su Xiaotang’s offline stores and develop matching solutions through data analysis and comparison.

The content of the survey includes: the number and distribution of offline stores, store decoration, competing products around the stores, main products, the flow of people passing by the stores every day, the number of people entering the store, the number of people placing orders and paying, the number of people who successfully added fans to personal accounts, store activities, etc.

The survey method is: entering the store, taking photos, asking questions and investigating, and sending special personnel to the store for field inspections and interviews to gain an in-depth understanding of the situation of Su Xiaotang's offline stores.

1.2 Product Research

Product positioning is different from brand positioning. Brand positioning is to occupy the user's first mind, while product positioning is to determine which category or product the store focuses on and emphasizes product features.

Su Xiaotang’s main product is nougat, which has more than 20 flavors, including original, matcha, cranberry, mango, durian, strawberry, etc.

Other products include pineapple cakes, cookies, scented tea bags, nectar, and cultural and creative peripheral products such as mugs, notebooks, etc.

More than 180 million pieces of nougat have been sold in 6 years, making it the undisputed number one souvenir in Xiamen. The market share of Xiamen nougat exceeds the total of the 2nd to 5th place, and it has always maintained the number one position in the nougat category on major online e-commerce platforms.

Own our own factory to ensure safe production:

After 13 flavor upgrades in 5 years, the taste is now more in line with public preferences. We use the same raw materials as Starbucks, Nestle and other international first-line brands, use high-quality milk from New Zealand Anchor Dairy, and carefully select whole-cut almond nuts imported from the United States...

While paying attention to quality, the packaging design is also very thoughtful, with a sweet and romantic style that looks very good.

1.3 User Research

Only by understanding user portraits and knowing their age, gender, education, work, interests and hobbies and other related information can we better design products and marketing activities based on their behavioral habits.

We screened 20 key old customers for analysis and found that most of them are girls, aged between 23 and 35. Some of them are office workers who have just graduated for 1-2 years, and others are young mothers with younger children. What they have in common is that they love food and traveling.

The reason they chose to come to Xiamen was that some of them came to Xiamen for tourism during their college graduation period, and some of them came to Xiamen as mothers.

Mothers have strong purchasing power, with the number of orders reaching around 300. They also have relatively high sharing power and will introduce their products to friends, which will produce a certain fission effect. Although office workers do not have many orders, they have strong repurchase ability and good sharing power.

02
Personal account creation

Personal WeChat accounts are the most important platform for building private domain traffic for enterprises. They are also the place where you can maintain continuous contact with customers, allowing them to go from strangers to acquaintances, from distrust to trust and generate a desire to buy, and cultivate them into super users.

A personal WeChat account is equivalent to a physical store on WeChat. How to better display one’s personal WeChat image is equivalent to building a store. To sell goods, you must first sell your personality. Once the relationship and trust are in place, closing the deal will come naturally.

We have specially designed the personal WeChat account based on Su Xiaotang's brand and products. Once potential customers have a need and want to buy souvenirs, they will think of Su Xiaotang first; they can make a deal as soon as they come into contact with us, which is the effect we want to achieve.

The design of a personal WeChat account includes the four most common touchpoints: WeChat avatar, WeChat nickname, personal signature, and Moments background image.

2.1 Personal account four-piece set

2.1.1 Avatar

The first step to optimize Su Xiaotang’s personal WeChat account was the WeChat avatar.

Even if you have 5,000 friends, most of them will not have the opportunity to meet offline. The only way they know your image is through your avatar. Your avatar ≈ your real image. The image that Su Xiaotang needs to show to her friends is that of being kind and beautiful.

We should avoid using photos of landscapes, animals, celebrities, babies, great people, and blank photos. These avatars are just for self-entertainment. There is nothing wrong with using them simply to share your life, but it is a waste of time to use them to build a personal IP image and achieve more commercial monetization.

Just imagine, when a customer adds a company’s personal WeChat account and sees that the profile picture is a photo that has nothing to do with the brand, wouldn’t it be difficult for them to feel trust?

The kind of profile picture that can make people feel trustworthy is a real photo, and it should be a high-definition photo. It can be a professional portrait, or you can ask professionals to create a "real-life cartoon image".

Because Su Xiaotang's WeChat is the store's personal WeChat account, we took a high-definition, friendly photo of the clerk in the store. Such an avatar can not only highlight the brand information, but also narrow the psychological distance with customers.

2.1.2 Nickname

The nickname is the most important part of a personal account’s external image. It is a free advertising space for a store, equivalent to the store name. The second optimization step we took for Su Xiaotang’s personal WeChat account was the WeChat nickname.

When chatting, liking, and commenting, your fans will see your nickname. If you cannot let people remember you at the first glance and know what you do and how you can help them, then users will not think of you when they need help.

Many stores have inappropriate names that make it difficult for WeChat friends to remember them. The following names are all "self-congratulatory" names. They are of no help in building a personal account image, and may even be harmful.

4 Forbidden Zone Nicknames:

1. Nicknames starting with A: The more you want customers to notice you, the more A’s there are in the front. In fact, the chances of being blocked or blacklisted are higher.
2. A certain agent also added his own phone number: he was afraid that others didn’t know that you were selling products.
3. Emotional category: The Girl Who Loves to Laugh, Gray Trajectory, Love You Warmly, The Brightest Star in the Night Sky.
4. Weird type: Why don’t you look for me? I’m typing. I just won’t reply to you.

The first two nicknames are commonly used for hawking sales, but the effect is often the opposite. Fans will not have a good impression of such nicknames or even such people;

Although the latter two methods do not involve hawking, they cannot allow fans to have a clear understanding of his positioning, making it difficult to generate trust.

The nickname we optimized for Su Xiaotang is "store name + person's name": Su Xiaotang🍬Orange. When users think of Su Xiaotang, they can search for her immediately, and adding the real name can highlight the authenticity and intimacy.

2.1.3 Personalized Signature

A personal signature is equivalent to a brand’s slogan. Many people misunderstand the role of personal signatures and use them to post inspirational articles, golden sentences, etc. These are actually wrong practices.

Because of your profile picture and nickname, your fans roughly know who you are, but they don’t know you in depth enough, so your signature is a supplementary description of the brand or yourself.

Your signature should briefly tell your fans what your achievements or titles are. Why should fans remember you? Mainly because you are very good in some aspects and may be helpful to him in the future.

If it is a store WeChat account, we recommend designing it based on the personality of a personal account, targeting the personality positioning of Su Xiaotang: a fun and flirtatious native from Fujian.

2.1.4 Background Image

The background picture of Moments is something that many people tend to overlook.

Usually when we add friends or accept friend requests, we basically check the Moments. The first thing we see is the album background picture. If it is designed cleverly and interestingly, we will have a good first impression of this person.

Many people's photo albums have blank backgrounds or contain irrelevant landscape pictures. This does look good, but it does not help in building a personal image.

The background picture of a personal WeChat Moments is equivalent to the sign of a store. If the sign is not good-looking, it will be difficult to attract customers into the store. For the store’s personal WeChat Moments background, we recommend using a team photo or a brand’s letter of trust.

For the background image of Su Xiaotang’s personal WeChat Moments, we recommend using a group photo of the store with the store environment as the background. The advantages of doing so are:

It shows that this store/company is very united and friendly, and also proves that this is an official store manager account, so that subsequent fans will dare to pay on WeChat, avoiding the psychological burden of fans worrying that you will not ship the goods or even run away.

2.2 Personal Account Positioning

Just like companies and products need to have a positioning, personal accounts also need to have corresponding personality positioning. Here you need to consider what kind of image you want to show to your fans. Generally speaking, the personality positioning of a store’s personal account needs to be consistent with the brand’s image.

In order to present a personal image to fans, in addition to the four aspects of avatar, nickname, signature, and background picture, you also need to polish the daily content output of the circle of friends.

Su Xiaotang's personal account is positioned as a Su Xiaotang sales lady next to you. She not only sells Su Xiaotang, but also knows more about Xiamen's local characteristics than you do. She is also very flirtatious and interesting.

Secondly, she knows a lot about nougat and is an expert in making and tasting nougat, which makes her personal account have the status of friend + expert.

The traditional experts we know are not very friendly and are relatively aloof. But we have built Su Xiaotang’s personal account into an “expert + friend”. Fans trust their friends more, and when friends recommend good products to you, you are more likely to be impressed and place an order.

In order to determine the personality positioning and Moments content for Su Xiaotang’s WeChat account, we conducted a series of surveys.

2.2.1 Founder Interview

Why interview founders?

Because this not only allows us to understand the founder’s original intention and core values ​​for doing this thing, but also allows us to understand his future plans for the brand and stores, as well as his entrepreneurial experience.

If you have experiences, you have stories to write about. Stories are more touching and easier to spread than straightforward advertisements.

And in daily life, our personal WeChat accounts also need to constantly display the founder’s attitude and values. This is content with strong sales and conversion power, because no one likes to deal with companies, people like to deal with someone who knows them inside and out.

Through interviews with the founders, we sorted out the values ​​and attitudes of Su Xiaotang Enterprise and the content of the circle of friends.

2.2.2 Founder’s Personal Story

We also studied the brand story of Su Xiaotang.

Five years ago, the founder of Su Xiaotang met his current partner in Xiamen, and the two decided to open a candy store. Over the past five years, they have run the business together, working hand in hand and giving each other beautiful power.

Only the best raw materials in the industry are selected, and merchants with unsatisfactory quality will be permanently blacklisted. We also ask designers to repeatedly design multiple versions of the packaging, just to bring sweetness and romance to every customer who receives Su Xiaotang.

There are twists and turns in this, and stories with twists and turns can naturally resonate more with users and are more conducive to dissemination and interaction through the media.

2.2.3 Founder Personal Positioning

The most important thing when making a candy is that it tastes good. Health and safety issues are equally important. The founder’s character positioning should also revolve around this point, and all stories should be written around how the founder makes delicious nougat and pursues high-quality raw materials.

At the same time, this candy also contains the feelings of the founder, so the main label we give to the founder is: founder of Su Xiaotang; sub-label: an entrepreneur with dreams, love, true temperament, and pursuit of high quality.

The Su Xiaotang he founded is not only delicious, but also brings many sweet and beautiful moments to everyone.

2.3 Personal Account Personality and Friends Circle Implementation

The main way to implement the personal positioning of a personal account is to create it through daily content output in the circle of friends. Everything needs to be designed in advance, including what material to post every day, what form of dialogue to use, how many messages to post, what time to post, and what actions to take after posting.

Every circle of friends post should serve to shape your personal image and sell products. Instead of posting whatever you want, the following are taboos:

Negative and negative information rumors, clickbait articles, and soul-stirring chicken soup that floods the screen (do not do to others what you do not want others to do to you)

You can take a look at our circle of friends planning implementation schedule, and different content has specific release times. For example, it is not appropriate to post useful content during the client’s lunch break.

2.3.1 Moments Content Release Guidelines

The content release of Moments can be made into SOP (i.e. Standardized Executable Process):

Don’t post whatever you think of, or post 10 posts today when you’re inspired and only post 1 post tomorrow when you’re in a bad mood. It’s also not advisable to post all advertisements, as it’s hard to build trust with fans and you’ll easily be blocked.

After working hard to add fans to your personal account, it would be a waste of time if you lose fans because the circle of friends, the garden for showcasing your personal image, is not well built.

Conversations in Moments can be divided into four types. The recommended proportion of each type of conversation in Moments is as follows:

Sharing conversations account for 40%
Entertainment conversations account for 20%
Problem-solving dialogue accounts for 20%
Sales-style conversations account for 20%

Shared conversations such as:

The store's personal account holder's daily life, including food, sports, learning insights, and work, and introduces Xiamen's special attractions to fans;

Value output related to food and tea drinks, what kind of raw materials are good raw materials, what awards has Su Xiaotang won, etc.

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Entertainment-style conversations: such as jokes, hot topics in entertainment variety shows, spoofs, asking questions and interacting in the circle of friends, etc.

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Problem-solving conversations: such as teaching fans how to brew a cup of delicious fruit tea in a variety of ways, how the company develops products, etc.

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Sales-style dialogue: You can then place sales advertisements, such as new product launches, group buying, limited-time flash sales, etc.

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Such a circle of friends can better display personal image and have good interaction with fans, making one a "living" person rather than a robot that only knows how to advertise.

2.3.2 Weekly copywriting template for Moments

We also customized a weekly copywriting template for Moments with Su Xiaotang.

Why do you need this template?

Because every new fan who joins you may visit your Moments. If there is no high-quality Moments content in the first week to initially build his trust in you, the subsequent conversion effect will be relatively weakened.

In addition, for users with different tags, our contact frequency and the content that needs to be displayed in the circle of friends are also different.

Su Xiaotang has many branches in Xiamen. By developing a script for WeChat Moments, multiple stores can showcase their products on WeChat Moments with relatively uniform standards.

03

Store user conversion path

The store itself is a traffic carrier.

How to guide users from this traffic carrier to another traffic carrier on the WeChat side requires user conversion path design, which includes all information that can reach users, and will affect the user's conversion effect and conversion rate.

3.1 Content displayed outside the store

The display outside the store is the most important, why?

If the store is well designed, passers-by will have a high probability of entering the store when passing by. Have we ever thought about:

Which location in the store is the most conspicuous?
What is our most important message?
How to place it?
How to present?

How can this information make customers want to enter the store or give them a reason to buy at the first sight?

In fact, 99% of store signages are unqualified because they only show the brand to customers but do not give users sufficient reasons to enter the store.

But outside of Su Xiaotang's stores, we designed a very powerful hook to attract customers into the store, which is to sell 150 million nougats in total in 5 years. 150 million units show that sales are very hot, and there are many other important information, such as:

They played a video outside the door, which was a congratulatory video from Leehom Wang, and the video mentioned words of congratulations to Su Xiaotang.

With these actions, we can achieve a better effect of attracting users into the store, so that we can carry out subsequent fan-attracting actions.

3.1.1 Facade

The storefront is actually our doorhead. We need to design a slogan based on the brand and product positioning as well as the interests of consumers (that is, reasons for purchase). The meaning that this slogan must convey to consumers must be a very strong signal.

Su Xiaotang has sold a total of 180 million pieces in 6 years, which tells consumers that our candy is not only very popular, but also has a good reputation and is a big brand.

3.1.2 Window

The display window can be understood as the blank wall of the store. A lot of information can be hung here, and we should display as much information as possible that can attract customers into the store.

For example: the production process of nougat, the latest store promotions, free tasting activities, and Wang Leehom’s endorsement;

There are also various authoritative endorsements, such as: awards won, marathon sponsorship, etc.

3.2 User enters the store

When a customer walks into Su Xiaotang's offline store, the shopping guide will come over kindly, hand a piece of candy to the user for tasting, and then accompany the user to explain and choose the product. Here, shopping guides need to receive standardized speech training.

3.2.1 Shop assistants’ attire

As soon as users enter the store, they can see the uniforms worn by store employees. The uniforms include the store name, and the colors are chosen to make people feel comfortable, such as blue and light green. The staff are very patient, the store is clean, and there are candies for tasting everywhere.

There is a seven-second rule, which states that if customers don’t like a store within seven seconds of entering it, they will leave the store immediately. Therefore, the experience of entering the store needs to be well designed.

3.2.2 Clerk’s Guidance Speech

After entering the store, the staff will take the initiative to greet customers and recommend products in a friendly manner, so as to maximize the chance of guiding customers to the payment counter.

3.2.3 In-store material display

The main features of the store need to be displayed in the store in the form of printed materials. for example:

The cash registers of Su Xiaotang stores are filled with various authoritative awards. There is a very large screen that rotates the development history of Su Xiaotang to create a sweet, romantic and literary brand image.

3.2.4 Store Music

Music can deepen customers’ auditory impression of the brand and the store.

Fresh and quiet music is usually played in Su Xiaotang stores. There is also a large TV in the store that plays the love story of how the founding couple of Su Xiaotang met and got to know each other and eventually founded Su Xiaotang.

3.3 User Payment

The user payment link is a very important step in attracting customers to our personal WeChat accounts.

Why is it important?

Because we can only set up fan-attracting actions at the cash register, we need to place traffic-generating items in the most conspicuous position of the cash register to attract customers.

When the customer comes to the checkout counter, the cashier should give an irresistible reason to add WeChat, so that the user can actively add our personal WeChat account after payment.

3.3.1 Design of bait to attract followers of store personal accounts

The bait used by stores to attract fans must meet the following requirements:

1. Easy for employees to operate.
2. The cost of attracting fans must be controllable.
3. The bait must be attractive enough and have a strong sense of value.

3.3.2 Personal account guide to add poster design

The posters added at the checkout counter will greatly affect the overall fan-adding effect. The following points need to be met:

1. Design to attract
2. Keep the rules simple
3. Design should be easy to see
4. The copy should be moving

3.3.3 Talking skills for store clerks to increase followers through their personal accounts

Hello, we are having a promotion in our store right now. Just add our WeChat and you can get a pack of 10 wet wipes. You can use them on the road.

If you feel that you haven’t bought enough and want to buy more after you go back, you can contact me directly on WeChat. There are discounts on WeChat, which will be much cheaper than in stores. Please pay more attention to my circle of friends in the future.

3.3.4 Store staff build trust

When users add us on WeChat, the store manager will take the initiative to verify and manage the information by labeling. At 9 o'clock in the evening, an article from Su Xiaotang's official account will be pushed to the user, which is a travel guide to Xiamen carefully written in the name of Su Xiaotang.

Because most people who come to Xiamen for tourism are visiting Gulangyu for the first time. So we made a Xiamen travel guide for them from the perspective of a good friend who knows Xiamen well.

In the future interactions, the user will feel the value of this travel guide, and his first impression of you will change from a micro-businessman who is trying to sell goods to me to a sincere friend. This first trust building is very important.

3.3.5 Store fission poster design

After the user checks out, it is not the end of the service, but a beginning. What we need is not one-time customers, but long-term repeat purchases from customers.

Many offline stores are working on user experience, but they basically only provide in-store services. If customers are added on WeChat but there is no follow-up or interaction to reach them, they will naturally be easily lost.

3.4 User Return Visit

3.4.1 Feedback Records

After the follow-up visit, a summary should be made for each customer, and any new customer needs discovered during the follow-up visit should be recorded one by one, so as to facilitate targeted product recommendations or topic initiation later.

3.4.2 Tag Management

The purpose of labeling customers is to operate more refinedly and design exclusive marketing activities for customers with different attributes.

We must work hard on our daily lives and must not be lazy. Those who often interact with us and are friendly and gentle to us must be marked out. They will be the repeat customers that we focus on maintaining.

04

drainage

4.1 Guide customers into the store

First, there are a few actions to guide people into the store.

①Free tasting. Place a big sign saying "Free Tasting" at the door for visitors to choose.

②Door head design. A total of 150 million nougats have been sold, using the best-selling product to attract tourists and bring them into the store.

③Store decoration style. Each store is decorated in a girly way, with macaron blue and macaron pink, which are very exquisite and attract many tourists to stop and take pictures.

④The third one is to constantly shape the user’s cognition on the street and in his or her perception.

4.2 Cashier Counter Traffic

4.2.1 Cashier traffic diversion method

Reason: As the store’s purchasing customers are mainly tourists, their purchases are basically one-time and most of them are used as gifts. If the customers who shop in the store every day are not directed to personal accounts, it will be difficult to generate repeat purchases, that is, returning customers.

This requires a steady stream of new customers. If the backend cannot provide more services, the user life cycle becomes very short and it becomes difficult to tap into greater user value.

Purpose: To extend the user life cycle, increase repurchase rate, and tap into greater user value.

Secondly, before our optimization, the checkout hook that Su Xiaotang made was: scan the code to add WeChat, you can get free shipping, and you can consult customer service for logistics details.

4.2.2 Cashier Counter Traffic Product Design

The design of cashier counter drainage products must meet the following characteristics:

First, it must be easy to operate. If the operation is not easy, the cooperation between customers and store clerks will be greatly reduced.
Second, the cost is low. If the cost is too high and the drainage effect is uncertain, the cost of acquiring a single customer will also increase greatly.
Third, it must be attractive. If it is not attractive enough, customers’ willingness to add WeChat will also be weakened.

Based on these 3 points, we designed a drainage hook that allows users to add WeChat and receive 10 pieces/pack of wet wipes.

If it is just one piece, it will be gone after one use and the customer will not be impressed. But for the wet wipes that come in a pack of 10 pieces, the customer will have a different feeling. He will have a sincere impression of the brand and will think of Su Xiaotang every time he uses it. He can also share it with his friends, which invisibly helps the brand spread for the second time.

4.2.3 Cashier Guidance Scripts

Before optimization: Dear Sir/Madam, now you can scan the code to add our customer service WeChat and get free shipping immediately. You can also consult customer service for the logistics details of the order at any time~

After optimization: Whenever a customer pays, the cashier will say one more sentence before and after collecting the payment:

We are having an event in our store right now. Just scan the QR code and add us on WeChat, and you will get a pack of 10 wet wipes for free. The weather is so hot, you can use them on the road. If you want to eat candy again, or have any logistics or after-sales problems, you can find us on WeChat.

4.2.4 Cashier Card Design

There were too many customers and the cashier was too busy to inform each one one by one. Put up an A4-sized poster at the checkout counter with the words [Scan the code to receive 10 wet wipes, Su Xiaotang will give you coolness] and a QR code underneath so that customers waiting in line to pay can also notice the information.

4.3 Gift-giving to attract customers

As mentioned above, most of the customers who purchase in stores buy products as gifts. In addition to directing gift givers to personal accounts, we also want to direct gift recipients to personal accounts.

The traffic-driving information for most product packages is a card with a scratch-off message to win a prize, a screenshot of a five-star review to send to customer service to receive a cash red envelope, or a QR code to read the founder's story.

The former has a certain effect, but the amount of the red envelope is not large and is not attractive enough to customers. The latter doesn’t mean much to customers. Customers don’t care about what the founder has experienced, unless he or she is a very famous star or big shot.

4.3.1 Designing the role of a phonograph

1. To highlight the uniqueness of the gift, show the sincerity of the giver, and also create a surprise for the recipient. Allowing the gift giver to leave a message for the recipient is very suitable for sending holiday greetings or expressing love to someone you like.

2. Direct users who received Su Xiaotang to personal accounts for maintenance and subsequent monetization.

4.3.2 Phonograph Prototype Design

With reference to the postcard confession method, we designed a concise and clear interface. After scanning the code, customers will enter an H5 page with two entrances, one for recording a message and the other for listening to a message.

Both entrances require users to enter their mobile phone numbers, so that the relationship between the customer and Su Xiaotang can be bound. Moreover, this can only be completed by following the official account, which will also keep users in the official account.

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4.3.3 How to allow customers to scan the code to enter the phonograph?

Since users need to scan a code to receive the phonograph, the card in the package that the customer receives is particularly important, and the copy needs to attract users to scan the code.

05

make a deal

5.1 Transactions in the Moments In the outline section of publishing in the Moments, we mentioned that 20% of the content in the Moments is sales content, that is, advertising, but it is not a blunt and direct advertisement. It requires certain copywriting skills to implant product advertisements.

The words used to close a deal should be friendly and not too stiff. No one likes advertisements, and everyone likes to communicate with real people. Moreover, transactions in the circle of friends are long-term and suitable for long-term sales.

Then, group buying, limited-time discount activities, new products, customer reviews, store popularity, etc. can all be used as advertisements to attract fans to see the products directly in Moments and place orders through WeChat.

5.2 Community Transaction

5.2.1 Why use community group purchasing?

A community is usually a place where a group of people with common goals or similar values ​​gather together. In the community, fans who know each other or not unite to buy products at more favorable prices.

Community group buying is to gather a group of fans through the circle of friends and initiate group buying, which can better stimulate fans' desire to buy and guide them to place orders.

Community group buying is centralized and suitable for short-term promotions. The better the personal image and circle of friends are built in the early stage, the better the group buying effect will be. In addition, community group buying can serve multiple customers at a time, which can reduce the communication and service costs of one-to-one sales.

5.2.2 Why choose a flash mob group?

Compared with general group purchases that require long-term operations, flash groups focus on "speed". They are opened and disbanded immediately and have a strong timeliness. It is generally recommended to be within 48 hours.

This way, it can save operating costs and does not require manpower to maintain group order and publish information every day;

The second is to increase activity, and everyone comes for the same goal - group buying a certain product. The flash group is suitable for new product launches and short-term promotions to satisfy customers' curiosity.

5.2.3 Flash group buying process

5.2.3.1 Determine the theme and products of the group buying

Before each group buying, you need to clarify the theme and products. This time, Su Xiaotang’s group buying theme is [Bag of Flower Tea Group Group Purchase].

5.2.3.2 Moments laying the preview

It is not recommended to tell fans directly on Moments when to join a group. In this way, it is not clear how many potential users are. If you want users to follow the activities, first lay the groundwork in Moments 3 days in advance and publish soft articles of product every day.

For example: photos of flower tea, new methods of drinking flower tea, making flower tea, etc., arouse users' curiosity and stimulate their desire to buy.

After 3 days of preparation, you can officially announce an event on your Moments, open the QR code or product purchase link for entering the group, and inform you of limited time and benefits within the group to attract users to join the group.

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5.2.3.3 Flash group operation

· Set the group name, for example: No. 24, 10 Point Bag of Flower Tea Activity x Group (x is a number)

There is a small trick here. The number does not have to be set from 1, but can also be set from 10 or 15, so that users can feel that the activity is very popular.

· Set up welcome words for customers to join the group, and be sure to take the initiative to welcome him into the group to enhance the sense of ceremony.

Otherwise, fans will feel that this group is not popular and they are not valued, which will affect their subsequent experience. The welcome words we set for this flower tea group buying are:

Baby, welcome to join the group~ After joining the group, you can first read the group announcement. The event will start at 10 a.m. tomorrow. There will be various red envelopes and small gifts during the event, so you can look forward to it!

If there are many people joining the group, it will take a lot of time to manually apply @. We recommend using the group robot to automatically reply and set up common terms. After the user joins the group, they are welcome to enter the group every 20 seconds or every 2 minutes.

· Set up a group announcement. The advantage of group announcement is that users who enter the group can clearly know what the group is for. You can inform customers of the event theme, event rules, and event time in detail.

Because users do not do activities immediately when entering the group, and some users may be invited by friends to join the group, which also saves explanation costs. The announcement we have set up for this flower tea group group is as follows:

[Pin] Babies entering the group will first pin up the group to avoid missing time. If you are afraid of noise, you can turn on it first to avoid disturbing~

【Activity】There are 5 flavors of flower tea in total: grape oolong, white peach oolong, osmanthus oolong, rose black tea, jasmine green tea. The single box is priced at 39 yuan, 5 boxes are 195 yuan, and 5 boxes are only sold at 145 yuan in the group! This activity price is only for babies who enter the group to enjoy ~ (21g per box, shelf life is 18 months, and the taste can be changed)

[Red Envelope] At the beginning of the event, I will remind everyone in the form of a red envelope, and there will be red envelope grabs at the end of the event!

[Time] It starts on time at 10 am on July 24th and ends on time at 15 pm. After the event, the group will automatically disband and will not affect everyone~

· After group chat guides users to join the group, we need to make everyone active, but if you don’t know each other, you may not necessarily start the topic actively. Here we recommend setting up "child care" to start the topic and drive the atmosphere.

"Dancare" can be an internal employee or an old customer with good relationships. The topic is initiated by "Dancare" to make it more credible for users and easier to get closer. For example, these topics:

① When and how did you meet Su Xiaotang?
②What is your favorite Su Xiaotang product?
③What new products/new flavors do you want Su Xiaotang to produce?

5.2.3.4 Material preparation

While laying the foundation and building a group in the circle of friends, you also need to prepare the materials for the event.

For example: product posters, product purchase links, buyer shows or customer testimonies, copywriting and writing of product introduction in advance, etc., to clarify the selling points.

It is best to "practice" before the event begins, familiarize yourself with the process, imagine what doubts the user will have, and prepare for the answering speech. It can also be allowed to cooperate to raise questions that users may ask, reduce the user's action cost and promote orders.

5.2.3.5 Activity begins

· Before the group red envelope activity officially begins, you need to activate the atmosphere. You can send red envelopes to activate users. The amount of red envelopes does not need to be too large. Those who receive red envelopes will usually send messages or emoticons to express their gratitude.

· You can remind you once in the group 2 hours, 1 hour, or 1 minute before the countdown event starts, allowing users to reserve time in advance to participate in the event.

· After the event details are officially started, you can post pre-prepared product roadshow speeches, add Shanghai newspapers and product links, and interact with users.

· Group Order Rain Whenever a group member purchases, guide them to publish orders. The more people there are, the more they can trigger the shelter effect and stimulate other people's desire to buy.

Order Rain Talk: Babies who have successfully bought a group will be linked in the group according to the format [serial number + receipt name + purchase quantity]. I will register and I will also receive a small gift!

1. 5 boxes of small candy
2. Susu 3 boxes
3....
4....

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5.2.3.6 End of the event

You should not be hasty at the end of the event. You should have a beginning and a final end. You should keep reporting time for the last hour. You should not stop orders. Finally, you should urge the group members to place an order. At the end, you should also send a red envelope to thank the group members for their support and lay the foundation for the next group event.

Since it is a flash group, it will eventually be disbanded to avoid becoming a spam advertising group, affecting the user experience, and the later operation cost is also very high. But before disbanding, you should also say hello to your group members.

Ending speech: The event is over~ Babies who have placed an order but have not yet succeeded can take it over again~ Thank you for your strong support today, I will send you red envelopes later. After receiving the red envelopes, you can withdraw from the group. This group is a temporary activity group and will be disbanded later~ Thank you again! !

At the same time, the lively activities in the group can also be taken to post screenshots on WeChat Moments. First, it is announced that the event has ended, and second, it can allow fans who have not entered the group to feel the atmosphere in the group and have the opportunity to explore potential users to participate in the next event.

5.2.3.7 End of follow-up and sales

At the end of each flash group, a one-on-one private chat and follow-up visit is conducted for each user who enters the group, with an additional possibility of recovery.

06

Membership System

6.1 Purpose of building a membership system

After creating the WeChat traffic and transaction plan, customers are also needed to retain and repurchase, and we used the membership system method.

After the first purchase, customers may repurchase or may no longer repurchase. In addition to having a product system, we also need a complete and healthy membership system.

The membership system can help customers continue to grow, just like upgrading and fighting monsters, stimulating customers to stay on Su Xiaotang’s own WeChat account, stay in his own private domain traffic pool, and continuously generate repurchases.

6.2 Three elements of setting up a membership system

The membership system requires the following three elements: Level × Condition × Rights and Interests.

The higher the level, the more rights you enjoy, and the higher the threshold for conditions that need to be met for promotion.

In order to make the membership system more attractive, we designed a 9.9 yuan rush to buy annual membership for Su Xiaotang. Compared with the original second- and third-level members, the upgrade threshold is lower and you can enjoy the rights of 9 major members.

For example: Double points for shopping on the membership day, free shipping, discounts, etc., can be said to be very attractive and stimulates users to continue to consume to a greater extent.

6.3 Poster design for membership system

We have given Su Xiaotang more than 20 member rights, and the team has selected 9 items that are suitable for them and are more attractive to customers. After the membership system is set up, a poster needs to be produced for publicity.

You can purchase annual membership worth more than 365 yuan for RMB 9.9, which is the biggest selling point, so when making posters, you must focus on the price and match them with the 9 benefits that members can enjoy. Then, through limited-time offers, stimulate fans to place orders.

Using 8 elements of influence, we designed this membership poster:

6.4 Moments for members’ annual card

The membership system for release must be laid out in the circle of friends in the early stage, conduct surveys on users, interact with them, and attract users' attention.

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We asked Su Xiaotang to interact with fans in the circle of friends, let fans participate in price guessing, set suspense, and attract fans to leave messages to interact.

6.5 Official release of member annual card

A week later, the membership system was officially released. On the same day, a circle of friends was posted to inform fans of the sale, and more than 400 transactions were directly sold. More than 1,000 transactions were sold in two days of pre-sale testing.

The annual card price was announced on the day of the sale, with a value of more than 365 yuan, and a limited time and quantity.

6.6 The annual membership card is released to end

After the sale event is over, you also need to send a circle of friends to inform your fans that the event has ended, and at the same time, tell your fans what rights and benefits you can enjoy and how to view it by purchasing a membership annual card.

07. Project operation promotion

During the entire implementation process, in order for the media boss and Su Xiaotang to jointly promote the plan, the two sides jointly formulated a promotion plan and presented it in the form of a Gantt chart of the project progress.

After we formulate a plan for Su Xiaotang, we will make another project progress Gantt chart, set the time node for each sub-project to complete, and arrange the work in an orderly manner.

However, after the Gantt chart is set, it will not be unchanged and will be adjusted according to the actual work situation.

08. Data Replication

We conducted a phased review of the private domain traffic operation plan, which increased by 368.39% year-on-year compared with last year.

Now the net increase in fans in a day is as high as thousands, and in just a few months, more than 200,000 old customers can add to WeChat. It is estimated that by 2022, Su Xiaotang will have 5 million WeChat friends.

Moreover, Su Xiaotang's repurchase rate this year has increased by nearly 4 times compared with last year! The per capita output value is about 8.4 yuan, and now it has tripled to 15 yuan. The overall online performance last year was less than 2 million. In the first quarter of this year, the performance of last year has been completed, and the overall performance has also increased by 5 times compared with last year!

To sum up, the reason why I share these practical things is mainly because I hope that you who are building a physical store can catch all the wasted traffic. If you make 100 yuan by buying one customer once, then if this customer buys 10 times, you can make 1,000 yuan by buying it.

You can go back and calculate the accounts. How much performance has your company lost because it did not do private domain traffic? After the user checks out, it is not the end of the service, but the beginning. What we need is not a one-time customer, but a long-term repurchase of customers.

Author: Marketing Notes

Source: Marketing Notes