The universal formula for operating private domain traffic in offline stores!

How to create private domain for offline stores? How to make store business sustainable? How to retain store users? How to continuously improve user repurchase rate?

In response to these confusions of offline stores, Heiqiang, CEO of Banchengyun, mentioned a universal formula for private domain traffic management: multi-channel traffic diversion – repeat purchase management – ​​periodic hot products – fission-type dissemination – continuous data insights.

This is the offline store private domain strategy mentioned by Heiqiang. Based on this formula, they shared some wonderful cases they have handled, such as Happiness Cake and Cotton Era.

This article is a partial transcript of what Blackwall shared. As follows, Enjoy:

「A step-by-step breakdown of the universal formula」

How can offline stores manage private domain traffic in a scientific, standardized and reasonable manner?

As shown in the figure above, we have summarized a private domain traffic management methodology worth hundreds of millions of dollars. It is also a universal formula summarized from the perspective of serving stores for ten years, opening stores ourselves, and serving more than a thousand customers.

Part 1: Multi-channel traffic generation

Although the most important thing about private domain traffic is “private domain”, the prerequisite is that you have at least built up the private domain traffic foundation, so that the introduced traffic can operate automatically.

Therefore, it is necessary to build a private domain system based on the characteristics of the store and direct all traffic from places that come into contact with customers to its own private domain traffic pool.

For offline stores, it’s not that there is no traffic. Many times, the existing traffic is ignored, whether it is the traffic entering the store, the traffic in the business district where the store is located, or the traffic in the community behind the store.

Therefore, physical stores must have traffic, but it depends on whether you have directed this traffic to your own scenarios. Multi-channel traffic diversion is the first step in building a private domain system. We do not pursue invalid exposure, but rather traffic diversion, guiding customers to our traffic pool.

The source of all private connections and stories between you and consumers is the QR code, which may be a QR code for adding friends or joining a group. This code is very important and must include our parameters.

For example, which store the user came from, what channel he came from, what actions he took after arriving, and the entire link trajectory and path into the private domain must all be recorded through these codes, these labels, and these data links, so we developed a semi-automatic traffic diversion system.

The entire link is based on the characteristics of the store. Store A can send you products related to A, and store B can send you products related to B. A lot of optimization has been done.

At the same time, because this code is the most important entrance and core key to the relationship between stores and users, we have made a lot of different codes, such as the code for adding the boss, the code for adding a group, the code for adding friends, etc. Using a code as the entrance, all consumer-related data or relationships are stored online and all channel traffic is brought in.

In the past, when adding stores to a store group, you could only use one live code, but now it is based on geographic location. For example, our company is in Guangzhou. After you open the QR code, the first step is to identify your geographic location and determine the store groups around your location that you can enter, so that the traffic obtained will be more accurate.

At the same time, due to some characteristics of the stores, we will also do some optimization when doing marketing or operations, and make some small adjustments related to store attributes in the tool scenarios, which will be of great help to the stores, and the users obtained will be more accurate. For example, we can limit only certain stores to participate, or all stores can participate in the event.

In addition to offline, we can also obtain traffic online, such as the boss’s circle of friends and consumers’ circle of friends, to stimulate them to take more marketing fission actions.

Part II: Repeat Purchase Operation

Our core purpose is to attract customers to communities or private domains and to engage in repeat purchase operations. We hope that all business operations can lead to repeat purchases, which is also the link of the entire system.

When doing private domain operations, we hope to identify the group of people online, and then determine what kind of marketing or business actions to take. Therefore, the purpose of our repeat purchase business is to stratify customers, continue to fall in love with them, and establish a trusting relationship.

In fact, it is relatively more accurate to classify different types of customers according to their behaviors and make different types of push actions to reduce marketing collateral damage.

For stores, what we want is customers. It’s just that this customer has been copied from the original offline to the online. The scene where the customer is has changed, but the core essence is still the customer. I should market you instead of harvesting you.

If customers are only treated as traffic and kicked out after they are used, this is not the original intention of the store to generate private domain traffic. Now, after most stores or brands add friends, they basically send group messages indiscriminately, but this cannot be **, and corporate WeChat also has its own limitations.

For example, for a company we have served, Quanmianshidai, the way they conduct user research in its community is somewhat different from others. After the user selects an option and performs related actions, just put a label next to it.

For example, when doing new product research, there are three models, A, B, or C. After posting them in the community, you can ask A, B, or C which one you like. After making your choice, a tag is put on your avatar. When the corresponding product is produced and ready to be sold, you can send a message to the people with this tag in advance, saying that the product you chose is on the market and here is a coupon.

This is how he manages his customers. The community’s purpose and utilitarianism will not be particularly strong, and will not cause consumers to feel disgusted or repulsed.

Part 3: Periodic hits

We hope that consumers can be "tamed" by us when they enter the scene. The purpose is to tame and confine customers and cultivate their expectations for this matter.

Now, the first thing we do after joining a group or being pulled into a group by others is to mute the group, but we don’t leave the group, because the group has become a subscription channel for us. We open it in the dead of night and take a look, just like reviewing a memorial, to see what these people talked about and what the key points are.

So what we have to do is, whether it is adding friends or joining a group, the moment I connect with the users, I have to tell them that the community has fixed actions at fixed times. This is called a periodic hit.

Why is it a hit? Because when transactions occur in the community, selling regular things cannot attract everyone's attention, so you are expected to give consumers something fixed periodically and at a fixed time. This thing may be a hot-selling item, or it may be a hot-selling activity or content.

We must control our own traffic sovereignty, and then manage customers scientifically within our traffic sovereignty, so that customers can establish a transaction relationship and a repeat purchase relationship with us, and our goal will be achieved.

For stores, private domain traffic is something that is worth investing in, worth doing continuously every day, and worth generating continuous revenue.

For example, Brother Song’s braised prawns, the same set meal, sold hundreds of copies in group buying in about half a year. Later we developed private domain for him. At that time, we tested a single store and gained two to three thousand private domain customers, all of whom went to his shopping mall to acquire and intercept traffic.

After acquiring two to three thousand customers, we copied the group buying packages one-to-one and sold them in the community. As a result, we sold out half a year’s worth of goods in 15 minutes, and we didn’t charge a penny in commission. There was no need to wait for clearance before selling one, and the money would be directly deposited into the account after the sale.

This incident has had a huge impact on physical stores. In the past, customers went to group buying platforms, but now they come for the brands.

Part 4: Fission Communication (Fission Marketing)

The characteristic of the WeChat ecosystem is that the social relationships between people can fission and spread. If we cannot make good use of the tools of fission and propagation, the efficiency will be very low.

Therefore, when doing private domain, we must make good use of social currency and the friend relationships in the WeChat ecosystem so that it can help us to do fission-like word-of-mouth communication, allowing us to acquire users more quickly or spread our brand. Because within three to five kilometers, there are many stores competing with you, so it is important to be one step faster than others and grab more.

In the past, we all said that good wine needs no bush, so it needs to be spread by word of mouth. Now our way of word of mouth has changed from word of mouth to WeChat, WeChat forwarding, posting to Moments, and sending to friends. Therefore, we also need to use some marketing tools to help everyone do marketing, fission, and interaction in private domain scenarios.

When Happiness Cake was doing this in the early days, it offered free gifts if you bargained for 0 yuan. For items that originally cost 188 yuan or 50 yuan, you could ask people to bargain for the price.

Of course, some thresholds have been set. For example, only people within five kilometers of this store can participate in this activity. Therefore, if we continue to do this, we can continue to help attract new customers. At the same time, in conjunction with the existing traffic pool, we can create an atmosphere for the traffic pool, perform secondary triggering or first triggering, and the data from this link is also very good.

Part 5: Continuous Data Insights

The essential difference between doing things scientifically and doing things based on imagination is whether or not there is data reference.

The data judgment criteria are the prerequisite for taking operational actions. Data insight is the key to developing private domain traffic in a scientific, sustainable and sustainable manner. When consumers enter the entire chain, whether in a group or a friendship, they can gain insight, track, analyze data, and then output corresponding operational strategies.

Therefore, based on the store data, we need to know the private customers and community situation of each store, which stores are doing community marketing activities, and which stores have invested more resources in their private customers. These are our strategies based on data dimensions. We need to see how this data can help, influence, and guide our operations.

The above is the universal formula for private domain traffic management summarized by Banchengyun.

Author: See the truth

Source: Jianshishijie