A new perspective on the four winning marketing rules

To design a successful home delivery activity plan, there are four major marketing winning rules, namely: off-site traffic, scene creation, global marketing and precise reach. These rules require efficient mechanisms, regional linkage and data empowerment to cooperate and complete; in this article, the author will use real business cases to conduct an in-depth analysis of this.

Today, we will continue to experience the development and charm of new retail through real cases.

1. How to design a successful home delivery activity

Due to the sudden outbreak of the epidemic, Chinese consumers spent a long Spring Festival in 2020, and most people basically stayed at home, which gave rise to the "home economy" and a huge change in consumption patterns.

Restrictions on offline and in-store consumption have prompted a large number of consumers to turn to online shopping. At the same time, the continued spread of the epidemic and prevention and control measures have had a certain impact on various industries, which to some extent has prompted the accelerated development and innovation of online business.

The user structure has changed, and young groups have been leveraged or have continued their purchasing habits.

• The proportion of users under 30 years old increased by 21%, and the proportion of people over 40 years old increased by 1%. The usage tendency of the middle-aged and elderly groups is also significantly higher than last Spring Festival.
• With the entry of mid-level home delivery apps, the market may enter a fiercely competitive landscape after the epidemic; the "home delivery" model is popular, and the supply chain needs to be improved in lower-tier communities.

Perhaps you are curious, since the home delivery business is so new, what is the core of a successful home delivery event? Today we will share and discuss this topic.

2. Four marketing winning rules

To design a successful home delivery event plan, there are four major marketing winning rules, namely: off-site traffic, scene creation, omni-channel marketing and precise reach.

These major rules require efficient mechanisms, regional linkages and data empowerment to implement.

Let’s first take a look at the general contents of these four sections:

• Off-site traffic refers to the exposure that a brand gets from both inside and outside the site.
• Creating scenes is to provide consumers with diversified shopping scene experiences through cross-category cooperation.
• When the scenarios become more diversified, we hope to provide regional ecological linkage by combining online and offline, not just O2O, but O and O, online and offline.
• Because resources are limited, we need to achieve more accurate reach and improve conversion rates.

Next, we will explain the specific application of these four principles and share cases.

3. Off-site traffic diversion

First, let’s talk about off-site traffic:

As we all know, traffic is very important for online activities, and it is equally important on the home delivery platform. So how to get as much exposure as possible on the platform? The usual practice is to use the brand’s media resources for in-site replacement.

Examples of replaceable media resources include:

• Graphic media (such as floor stickers, building advertisements, bus advertisements, etc.);
• Video media (such as TVC, OTV, pre-cinema);
• Digital media (such as APP opening screen, Icon points mall and other advertisements, information flow advertisements, self-media, etc.);
• Public media (celebrity, video IP, etc.), these rich media resources can help replace resource positions within the platform.

Taking JD.com as an example, during a major promotion period, it used internal and external traffic linkage to gain strong brand exposure, and the final promotional GMV reached 8.4 million.

It is 2.5 times that of the same period last year, reaching more than 600,000 consumers, of which new customers account for more than 75%. Qingyang, Omo and Jinfang all saw 1-2 times growth.

4. Create a scene

Next, let’s talk about creating scenes. So, what is a scene?

A scene refers to an event that occurs between people at a specific time and space.

What scenario marketing needs to do is to "stimulate" or "induce" the scenario, set a combination of key products on the home delivery platform, continuously stimulate or awaken users' potential psychological needs through specific scenario content, and then trigger users' desire for consumption behavior - this is a scenario-based marketing activity.

Under the trend of new retail, the disruption and reorganization of people, goods and places has made brands pay more and more attention to the importance of promotion scenes. How to accurately grasp consumer needs, find core selling points and create shopping scenes has become a very important part of the promotion activities of home delivery platforms.

The survey shows that the consumption habits of daily chemical shoppers and non-daily chemical shoppers on the home delivery platform are completely different.

• Daily chemical buyers: usually buy 1-2 times a week, and only 27% of shoppers will also purchase fresh beverages.
• Non-daily chemical buyers: Most of them buy 1-2 times a week, but there are also quite a few who buy more than 3 times a week. Fresh beverages are the two most purchased categories.

However, the degree of relevance of each category to personal care and household cleaning products is not the same. Daily necessities, grain and oil products, as well as alcoholic beverages are more closely related to personal care and household cleaning products, and therefore have greater potential for joint sales.

Fabric washing and care are suitable for household scenes, and products in higher price ranges have stronger cross-category correlation. Let us use cases to understand the application of scene marketing.

For example: Duodiansanbadang organized a cross-border event "Omo x Golden Arowana" with the theme of "good at both being a lady and a good cook".

By taking advantage of Women's Day in March, we created a scenario in which the perfect modern woman is often beautiful and intelligent, capable of both being a lady in the living room (looking glamorous when going out with Omo) and being able to cook in the kitchen (using Jinlongyu to cook delicious food at home), and shared traffic to achieve higher category penetration. The entire cross-border event achieved an HPC increase of more than 1.5 times, an increase of more than 2.6 times for Omo, and a 91% share of new customers.

Indeed, we have no way to fully predict consumer preferences or changes in new retail. What we can do more is to embrace change.

Also during Duodian's Double 12 period, a cross-border event called "Delicious without smelling clothes" was created for Jinfang X Haidilao, which achieved 1 million exposures, more than 1.5 times growth in HPC, and more than 3 times growth in Jinfang.

5. Global Marketing

Let’s talk about omni-channel marketing. Uni-channel marketing refers to a marketing methodology that takes consumer operations as the core and data as the energy source under the new retail system to achieve full-link, full-media, full-data, and full-channel marketing.

Let’s take two event cases held in RT-Mart to understand the application of omni-channel marketing.

The first case is an activity carried out by Jinfang lead in ART.

We leverage the ecosystem of Alibaba and Gao Xin Retail to place LBS ads on Toutiao within 3 kilometers of ART stores, and Fengchao express box ads in residential areas within 2 kilometers of ART stores. We also reach fans and consumers with brand labels on Weibo through Jinfang Enterprise Account and ads with brand spokesperson topics.

The event was exposed through multiple channels such as the Tmall Supermarket brand page, the Taoxian home delivery platform landing page, and more than 500 offline physical stores.

The consumer's shopping path in this case:

• Online, based on the AIPL model, 120 million exposures were achieved across all channels through Weibo, Taobao Live, Toutiao, etc., and 175,000 clicks were generated through H5, entering the LBS activity landing page. Finally, these data entered the data bank for retention.
• More than 500 offline stores’ secondary displays and over 3,000 Fengchao cabinet activities were exposed, and more than 1,000 promoters distributed Taoxianda coupons with a code each to divert traffic to Taoxianda.

During the entire event, Taoxianda achieved a 3-fold growth, ART achieved a 2-fold growth, and Tmall Supermarket achieved a 5-fold growth.

The second case is the three-end linkage of the Lux water lead in August in cooperation with ART.

Various resource positions were exposed on the Xianda platform, including the entire RT-Mart system’s 488 stores’ Lux POSM secondary displays of 1 square meter and above, self-service POS machines and offline experience centers. The online Tmall Supermarket’s smart diamond exhibition directed traffic to Taoxianda, with patch ads exposed more than 180 million times to strongly attract traffic, and Viya’s live broadcast also directed traffic to Taoxianda.

6. Accurate Reach

Next, let’s talk about precise reach. To achieve precision, we must first have the support of big data, and then select the target audience based on the purpose of the activity for precise delivery.

We use the case of Jinfang's precise sampling on Duodian during the 618 period to understand the application of precise reach on the home delivery platform.

1. By integrating data from Unilever, Duodian and retailers, we select the seed population package.
2. Place Jinfang brand advertisements at the bottom of the official account to attract traffic and achieve exposure conversion.
3. Traffic is directed to the sampling page of multiple platforms to complete the sampling process, among which new customers account for over 80%.
4. Distribute repeat purchase coupons to promote formal wear conversion, and 50% of them complete the purchase.
5. The next event will reach out to consumers a second time to gain and cultivate brand loyalty.

VII. Regional linkage

Finally, in addition to the above four rules, regional linkage is also very important and necessary.

Take the Mother's Day event of Food Forest at Duodianyi as an example:

• Offline activities, the theme is internal purchasing meeting, the activity format is poster single product + secondary display.
• The online multi-point theme "U Cleansing and Care Gives Love at a Price" event format includes posters for single products + discounts + purchases for free to obtain skin replacement resources.

The final result was that online home delivery sales increased 670 times compared to the average weekly sales, offline store sales were 1.3 times the average weekly sales, and omni-channel sales increased 7 times.

8. Ending

The success of this event is inseparable from the perfect online execution (the number of SKUs on the shelves increased from 20 before the event to more than 100, and Unilever product categories were placed at the top) and the three-party collaboration.

Unilever supports rich mechanisms such as purchase-and-reduction and purchase-and-get-one-free, and multiple platforms support large-traffic resources such as startup screens and skin changes.

The retailers held mobilization meetings, pushed promoters and in-store POSM promotions in advance to provide strong support and cooperation.

Eventually, we achieved explosive growth online, with online GMV of nearly one million in 8 days, reaching more than 500,000 consumers, with new customers accounting for 64%.

When the three major elements are combined together, the home delivery business has also developed steadily, driving the growth of the overall business; although the epidemic is about to end, the trend of electronic transformation will not change, and we also look forward to the day when online and offline will gradually merge and stabilize in the future.

New retail is a complete and highly professional knowledge. It has now been officially completed after 2 issues of serialization. I hope it can help everyone think and grow.

Author: Vivian

Source: Vivian