Analysis of Happiness Cake’s Private Domain Traffic Drainage Plan

As a well-known domestic cake chain brand, " Happiness Cake " was established in 2008. With the O2O model of "offline experience - online transaction - factory production - logistics delivery", it expanded from Shenzhen to the whole country. It has now covered more than 200 cities across the country and established more than 400 production and distribution centers, quickly becoming one of the most competitive baking brands in the country.

After 2018, as the online traffic dividend tended to be saturated, Xingfu Cake began to deploy offline stores, trying to use new retail methods to increase user value, expand business scope and attract more customers. To this end, private-domain operation has become the only way for "Happy Cake".

In the early days, Xingfu Cake used WeChat for Business as a tool. After a period of time, they found that a large number of fan customers only stayed in the official accounts and corporate WeChat communities. If they wanted to generate more consumption, they had to guide these customers to offline stores. At the same time, the demographic attributes of offline customers are more complex, including children, middle-aged and elderly customers. How to retain offline customers and carry out refined operations to form continuous consumption and repurchase is also a difficult problem that Happiness Cake needs to solve.

Therefore, Xingfu Cake designed a series of private domain traffic activation plans, achieving an average monthly fan growth of more than 20,000 and an 89% customer addition rate, which significantly increased store revenue.

1. Guide existing customers to add store WeChat accounts

The new retail store of "Happy Cake" has hundreds of online communities, but most of the community customers have not added the store's WeChat account. In other words, there are hundreds of thousands of customers that Happy Cake cannot directly reach one-on-one.

To this end, "Happy Cake" created a "Lucky Wheel" activity with zero threshold. As long as customers add the store's WeChat account, they can participate in the lottery for free. Set a 100% winning rate and use the customer's mentality of "getting a bargain" to attract customers to participate. In addition, customers can share the link and invite friends to add the company's WeChat to draw another chance.

Lucky Wheel Event Poster

After adding WeChat, you can join the new store group and share it to the original community, which can further influence old customers to participate in the event and add the company's WeChat account; sharing to Moments or friends can further spread the event and attract more new customers.

With such a simple activity operation, the WeChat addition rate of "Happy Cake" reached 89%, and the WeChat customer accumulation was completed quickly.

2. Continue to carry out new customer acquisition activities to retain customers

After solving the user migration problem of the original community, the next step is to think about how to add offline store customers.

"Happy Cake" has taken two-pronged preparations: for existing users, it has carried out activities to bring old users in to bring in new users; for new users, it has carried out low-cost traffic-generating activities.

By using the "Invite and Get Gifts" function of "Dongdong Visitors", "Happy Cake" quickly created an event for eating wife cakes for free. Old customers can invite new customers to add the store's WeChat account, and both parties can get wife cakes for free, which can be redeemed at the store.

After the "Eat Wife Cake for Free" event is created, "Happy Cake" will place the event link on the personal details page of the company's WeChat, at the bottom of the official account, community announcements and other places where old customers may browse, while also continuing to post information on WeChat Moments and communities for dissemination.

Enterprise WeChat personal details page link activity

Offline stores naturally have many traffic entrances, such as easels, posters, roll-up banners, table cards, employee ID cards, etc. Therefore, "Happiness Cake" uses the "bargain and buy for free" function to continuously plan traffic-generating activities, such as ham and cheese for free, bursting puffs for free, and 20 yuan of stored value for free...

Get a free popping puff for free

Get 20 yuan deposit for 0 yuan

And make promotional materials and place them at various entrances of offline stores to attract offline customers. As long as customers scan the code to participate, they must add the store’s WeChat, easily completing customer retention.

After long-term operation, "Happy Cake" can add more than 20,000 new WeChat friends every month, and the event participation rate is maintained at a good level of over 60% . The prizes of some activities (coupons, stored value) have also brought a lot of sales growth to the store.

3. Use store PK as an incentive to maximize traffic results

Private domain operations can never be accomplished by brand operators alone; stores must also be involved.

Daily statistics of each branch's additions

In order to achieve better results during the monthly routine traffic diversion process, "Happy Cake" has also established an internal reward mechanism to form a PK atmosphere internally. The results of attracting new customers are counted daily and supervised by the district manager to stimulate employees to be responsible for the traffic diversion results and drive faster growth in the number of customers.

4. Daily SOP operation to ensure active community and increase repeat purchases

We have retained a large number of WeChat users and established a large number of store groups. The next step is to carry out continuous community operation activation to increase daily store repurchases.

"Happy Cake" uses a 7-day cycle and recommends different popular items at special prices during the peak hours around 8 a.m. every day to attract customers to buy; it sets three membership days every month for preferential recharges to stimulate customers to recharge; and it holds lucky draws from time to time to increase the activity of the community.

Daily Recommendations

Sweepstakes

These actions sound simple, but once implemented, hundreds of stores will be notified every day. Even if the operations staff have super powers, it will be difficult to complete them on time and with quality. "Happy Cake" uses the "SOP" function of "Dongdong Laike" to set these operational actions as daily tasks, and then arrange them into an SOP calendar according to the plan.

As soon as the time comes, the system will automatically remind each store group owner to execute the group message, and store employees can complete the group message to the community with just a simple click. Even if it develops to tens of thousands of communities in the future, operation and management will still be so simple.

At present, Xingfu Cake has only selected 10 stores for in-depth private domain operations. Next, Xingfu Cake will promote the private domain operation model to all stores, continue to carry out refined operations for customers, capture more user needs, plan repeat purchase growth based on customer needs, and expand and deepen the brand's private domain.

Author: Yang Junorlo

Source: City End