How to increase user repurchase rate? Take the fresh food e-commerce APP as an example

The fresh food e-commerce industry continues to receive financing . Currently, the industry is still a blue ocean, but the elimination round continues. For fresh food e-commerce apps, profits are relatively low, so users’ repurchase behavior is more critical. This article takes the fresh food e-commerce app as an example to analyze how to increase users’ repurchase frequency.

1. User acquisition and social relationship utilization

The Benlai Life APP provides coupon packages for newly registered users. Users can get exclusive coupons as long as they register on the platform. Another way to acquire users is to invite friends through activities. As long as the user's friend accepts the invitation and completes the purchase on the platform, the inviter can receive the rebate amount. The customer acquisition method introduced above may seem like the platform is voluntarily being exploited by users, but in fact, this product design has already established social relationships for users.

Hezijun had never used a fresh food e-commerce app before. One day, at the invitation of a colleague, he registered an account to try it out. Since then, there has never been an absence of fruit in the office. Whenever there is a discount, Hezijun can't help but buy a lot, especially during group buying activities. Every time I see a group buying activity, I will place an order with the colleagues who previously invited Hezijun to register. The beauty of product design that allows you to invite friends lies in this. The users of the product are loyal users of the product, and it is difficult for the invited users to not recognize the APP. Moreover, the two people have a social relationship, so once there is a group buying activity, they will naturally be the first users to be invited. As long as one of the users continues to repurchase, it can encourage another user to repurchase.

2. Contents of services for users

The new user coupon package mentioned earlier, in addition to attracting users to register, also plays a role in guiding users to make their first purchase. After users complete their first purchase within the APP, how can we stimulate them to repurchase? You might as well start with the content and make users like your content.

1. Recommend seasonal products

When we open the Taobao APP, we will find that the Taobao APP will recommend similar products to us based on the products we have browsed, so as to increase the user's order rate. Fresh food e-commerce apps generally recommend the most suitable foods for consumption in that season to users based on the season. In autumn, we should take supplements, so we recommend foods suitable for autumn consumption to users.

The user accidentally opened the Tiantian Orchard APP and discovered the "Seasonal Fruit" topic. He realized that it was autumn and he had the urge to buy food to nourish his body. The exquisite product display page and high-quality products completely moved the user, so he completed the repurchase of the product.

2. Special topic planning

The most basic function of a fresh food e-commerce app is to provide goods for users to purchase. If every e-commerce app simply displays products and uses low prices to attract users to buy, not only will it fail to make a profit, but user loyalty will also be low. So, what kind of content can make users like it?

Let’s first look at what changes have taken place in users’ shopping habits in the Internet age.

Take buying salmon as an example:

(1) The traditional purchasing motivation and process is that if a user wants to buy salmon, he or she can go directly to a nearby shopping mall to buy it.

(2) After the emergence of fresh food e-commerce, users’ purchasing motivations and processes are:

• Special topic on food selection: A graphic introduction to the development history of salmon, the origin of the best quality salmon and what it should taste like. After browsing, users want to try the high-quality salmon provided by fresh food e-commerce companies, so they place an order.
• Recipe recommendation topic: "How to make a delicious fried salmon", which introduces the method and precautions of frying salmon, and finally provides users with all the ingredients needed to make fried salmon. After reading it, the user remembered that he had not cooked for a long time, so he placed an order.
• New skills topic: What are some tips for processing salmon and how to cut salmon to look good. Provide users with some tips for daily food processing. After reading them, users feel that they have acquired new skills and are eager to try them out, so they place an order.

According to QuestMobile's 2017 survey report "Fresh Food E-commerce APP Insight Report: Gold Rush or False Proposition?", more than 60% of the users of fresh food e-commerce are under 30 years old, and among all fresh food e-commerce users, 60% are in first-tier cities. The pace of life in first-tier cities is fast, and users do not have much time to make choices. If we can provide users with good content services, we can not only increase the user repurchase rate, but also cultivate user habits.

In the Internet age, users' purchasing habits have changed. Users no longer pay for something because they want it, but are guided to buy products. At this time, we should find out the user's real needs and provide him with the content he needs.

3. Membership Levels and Activities

When users register on the fresh food e-commerce APP, they become members of the platform. If their subsequent consumption reaches a certain amount, they can obtain the corresponding membership level. The introduction of membership levels plays a big role in users' repurchase behavior. In the Yigu Fresh APP, membership levels are divided into silver card members, gold card members, and platinum card members. Different members have different rights and interests. In order to improve their rights and interests, users will continue to repurchase in the fresh food e-commerce APP to improve their membership level. The fresh food e-commerce APP will also provide exclusive activities for members from time to time. The higher the level of membership, the more rights and interests they will enjoy.

In addition to daily activities exclusive to members, universal activities are also common in fresh food e-commerce apps. Limited-time discounts and coupons are some of the universal activities. But when your users are not interested in limited-time discounts and coupons, changing the format of the event is also a good operation method .

There is a shake game in the Tiantian Orchard APP. Users have three chances to participate every day. Box Jun tried it and got 4 free South African lemons, but they have to spend at least 138 yuan to receive them. When a user finds out that he has won a prize, he can receive the gift as long as his shopping meets the platform requirements. At this time, will the user feel that he is a lucky person and buy goods to celebrate the favor of the goddess of luck?

When event operators have tried every possible way to offer users discounts but receive no response, they may try using games to allow users to earn rewards through their own efforts. Then guide users to purchase products.

The storage cycle of goods in fresh food e-commerce is relatively short, so we can do a good job in user operations from the aspects mentioned above to promote repurchase by existing users.