Event operation: coupon distribution strategy design!

1. Write in front

It’s time to do some case review! Xiaopang reviewed the situation before going to bed recently. Including the internship period, Xiaopang has been a product dog for 6 years.

It happens in the blink of an eye!

In my six-year career as a product manager, except for one year spent working on tool products, the remaining five years were almost all spent working on e-commerce products.

Therefore, in the coming days of 2019, Xiaopang decided to disassemble some of the products made in previous years into modules? Analyze and output methodology, basic prototypes, and documentation. I hope to provide more practical guidance to those who are new to the industry or have just entered the industry.

Initial planning includes but is not limited to coupons, crowdfunding, group buying, mall homepage design, UI revision ideas, membership card design, mini-programs, H5 middle platform, H5 event design, large screen design, content payment products, conversion page design, e-commerce background, recommendation algorithm, new retail products...

2. Part 1: Analysis of the whole process of coupon design

Cough, cough, cough...

When doing e-commerce, you have to mention coupons.

Just like when talking about betel nut, you will think of betel nut girl, it’s a standard feature!

Coupons are also an old topic. Is there any need to talk about it again? After all, so many people have written and talked about it very well.

Of course not.

So what’s different about Xiaopang’s thinking? Directly on the picture -

Xiaopang will conduct a comprehensive and three-dimensional analysis from the user side of coupons - the business side where the coupon demand is raised - and system design. Enjoy——

So, let’s start this interesting brain-burning journey!

Although the demand for coupons comes from users, as product developers, our needs actually come more from business masters, operations masters and bosses, so we will simply and briefly sort out the business needs.

1. Business requirements

There are three main business requirements for coupons, and therefore there are three different types of coupons.

1.1 Attract new customers - New customer coupons

"Attracting new customers" and "promoting activation" have become the most frequently used words in daily meetings and daily communications. To attract new customers when a new product is launched, users must stay a little longer when they first enter their product page (APP, WeChat public account, official website, etc.), because users' patience may only be a few seconds. Therefore, if the appearance is not good enough, you can only rely on "inducement".

New user coupons - is a common trick used by all products to target new users (users who register for the first time, or users who enter the product for the first time). According to research data, if you can get a user to repeatedly enter your product page more than 7 times, then this user is likely to become your loyal user.

For example, although all companies are offering coupons to attract new customers, Xiaopang believes that the most impressive one in the past year or so should be the legendary "Luckin Coffee". (picture)

The first step is that the first drink for the newcomer is free. Although this action is not in the form of a coupon, it is actually the content of the coupon;

In the second step, he will give you 18% off coupons, 28% off coupons, and 38% off coupons for your second to tenth cups. But when you drink the tenth cup, he may give you a 50% off coupon, and then a 38% off coupon...

Although we cannot say that all new member coupons are useful, Luckin’s new member coupon can at least attract a lot of popularity for a period of time (of course, it also has other social means to cooperate, which is not the focus of this article).

1.2 Promote activity and increase revenue - user life cycle

Promotional coupons - When your friends and colleagues are not so enthusiastic about drinking Luckin Coffee, Xiaopang found that you can receive a 38% discount coupon again. Maybe you received a 18% discount coupon last month.

We say that the new member coupons have indeed attracted a wave of users, but after removing the attenuation in each link, how much is left here? Of course, only we ourselves know.

However, if old silent users can be awakened and made active again, the cost will still be much lower than that of newly developed users, especially if you already have a pool of old users, then SMS, APP message notifications, and email push can all come in handy.

At this time, if you were given a 100 yuan coupon in addition to a series of irrelevant text messages, would you be more willing to open it and find out what it is?

1.3 Precision delivery - Targeted users (such as old customers, members)

In fact, in the scenario of promotional coupons, there is a third special type of coupon - precision marketing coupons.

Big data and precision marketing have been talked about for years. To be honest, there are only a few companies that are doing well. Many companies haven’t even integrated their own data, let alone precision marketing.

But we still have to have dreams. If general activation coupons use the length of time users spend online as an important indicator for push notifications, then precise recommendations jump out of the time dimension and use a series of special tags to provide old users with benefits such as coupons. For example, for an account that often buys shoes on JD.com, we can recommend her to buy bags. For another example, by judging the age range of the user, we can recommend her to buy products for her current age group, and so on.

Precision marketing coupons mean that when a user is about to have a need, the system will remind the user in advance that we have already thought about what you want to buy. Isn’t that thoughtful!

2. The original appeal of coupons

Before designing coupons, you need to understand why people like coupons?

Of course there are many reasons, but the two most important underlying reasons are: psychological reasons and economic reasons.

2.1 Speculative Psychology

Couponing is a psychology issue. In the speculative mentality, what users need is not necessarily to get an advantage, but the feeling of getting an advantage.

This is a question of perspective and stance. For example, we saw a product selling for 100 yuan yesterday, and when we went into the store today, the owner said he would give us a 50 yuan coupon, and it was only available once this year. If you missed it, you would have to wait another year. Then, you just take out your mobile phone, open Alipay, pick up the goods, and leave happily. Then, the boss also smiled and said, fortunately, he was diligent last night, so he raised the price by 50 yuan.

However, we should know an eternal principle: value for money. Truly valuable things are high value and high price. Therefore, when using coupons, we should pay attention that not all products are suitable for use. How much to use and how to use it are also very important.

2.2 Price Discrimination

This is again an economics question. Price discrimination is essentially a price difference, which usually refers to the situation where a provider of goods or services provides goods or services of the same grade and quality to different recipients and implements different sales prices or charging standards among them.

In fact, we can use the paid membership that has been very popular in recent years to understand this. You spent 199 yuan/year to buy a paid membership for a product, and then he told you that you can get 5 more coupons every month than ordinary users (non-members). You feel that you are better than your friends, but you may also have to make 5 purchases without any real need.

Of course, general coupons are similar. For the same product, why can you get an equivalent amount of money off by using a coupon? It is obviously the customer's right, but it has been exploited by merchants. Because you want to grab coupons, buy things in a flash, and when you are fighting with your peers, you may have already forgotten to think.

3. Coupon design

After understanding the needs of the business masters and the needs of the user God, you seem to have convinced yourself that coupons are really good!

But the design of coupons is both simple and extremely complex. The simplicity lies in that I can design it once and reuse it, and my business boss will never have to worry about my design again; the complexity lies in that as the business scenarios become more and more complex, the types of coupons will continue to increase. Therefore, how to properly handle the relationship between different types of coupons so that each type of coupon can appear at an appropriate time and place when the user uses the product, allowing users to better collect, use and accept it, becomes complex and important.

3.1 The underlying logic design of coupons - bone

An important ability and thinking logic of a product manager is to give the main points. Therefore, when we design and analyze coupons, we must first find the core part of the coupons: basic information about the gameplay, promotion conditions, products participating in the event, types of coupons, restrictions and triggering rules (mutually exclusive, public), etc.

Next, we will combine and structure these core elements in order to make the design scalable enough in one design, so that duplication of work and pitfalls can be reduced in the subsequent design of this module.

(This picture is referenced from craft6 and is for learning purposes only)

3.2 Coupon front-end page design - meat

The user end, which we often call the front-end page, mainly carries two core actions - collecting coupons and using coupons (redeeming coupons). The design of this part mainly focuses on the pre-design of the scene and the smooth and natural release of coupons after the user triggers the corresponding scene, so that users can be willing and proactive in collecting coupons. More importantly, users can generate consumption actions in a timely manner after collecting coupons, or enable users to browse, purchase, place orders, pay and other actions.

3.2.1 Get Coupon

Coupons are usually available on the product homepage, divided into three core locations: top, middle and bottom. The second common coupon-receiving scenario is when users are browsing or completing a purchase, and receive coupons through text messages, notifications and other reminders. The third is fixed push notifications such as holidays, birthdays, and notes.

In addition to planning the coupon collection scenario, it is recommended to create a certain sense of tension and scarcity. After all, users are now bombarded by various websites. If something is meaningless or not really affordable, people will not order it. At the very least, it has to look worthwhile!

3.2.2 Use of coupons

Currently, coupons for almost all e-commerce products are pushed to consumers all at once, making consumers feel like they have gotten a great bargain. However, if you look closely, you will find that there are various restrictions. Therefore, although the coupons have been issued, there are very few users.

There are two main processes for using coupons, either from coupons to goods, or from goods to coupons. The first type is mostly concentrated in major promotional activities such as Double Eleven and 618. Users receive a bunch of coupons in advance and then see how to use these coupons when the event starts. The second type is the most common in daily purchasing experience, and usually the coupons are selected and redeemed at the checkout counter.

Therefore, for some ordinary products, a large number of coupons are distributed during activities such as store celebrations and anniversaries. For enterprises, this is to promote sales and achieve performance. Such coupons are generally effective. After all, it is also a benefit for users (the quantity is generally limited). However, at this time, marketing methods such as bundling sales and joint promotions are generally used, and the final investment-product ratio is still acceptable.

3.3 Coupon background page design——Blood

A complete coupon design should not only make it easy for C-end consumers to use it, but also make B-end business owners happy to use it. After all, as product dogs, we can't afford to offend either God or the owners.

Xiaopang believes that in the background design of coupons, we should try to modularize and classify all aspects of the coupon design, so that operators can better learn and master the system, and can also search and operate faster.

Another important aspect is that the background design should be as extensible as possible. Fields can be left for uncertain rules so that if there are new business scenarios and requirements in the future, they can be modified instead of being "hard-coded".

4. A brief introduction to the design of coupons for new retail products

Finally, Xiaopang would like to briefly talk about the difference between the design of coupons in new retail products and the traditional Taobao and JD.com.

Since the so-called new retail products are more similar to previous O2O products in terms of product form, we not only have to design online product rules, but also have to take into account the feelings and interests of offline stores, dealers, franchisees, agents, etc.

For example, in which area can an event held by the headquarters be participated in? How to handle the display logic when the prices of the same product in store A and store B are different? Also, when the store owner shares the store, if the user leaves the local area, how to handle the corresponding page logic, etc.

Furthermore, in addition to WeChat mini-programs and apps on mobile terminals, new retail product design also has a trend towards large electronic screens in stores, and compatible designs for different screen sizes are also very important.

Thank you for reading, I hope it is useful to you!

Author: The struggling little fat man

Source: PM-monster