A comprehensive analysis of Luckin Coffee’s private domain traffic operations

1. Luckin Coffee Private Domain Traffic Case

Case name: Luckin Coffee - activities such as mentoring new customers and community benefits

Industry: Retail

Goal: Get coupons by bringing in new customers. When new users register, use gift packages to guide them to make their first purchase. Use coupons to encourage users to stay in the community . Continue to receive platform discount coupons to encourage users to make repeat purchases.

Tags: New member registration gift package, old members bringing in new members, community traffic generation, new member registration

Traffic channels: Luckin Coffee has relatively large discount coupons for online ordering, so everyone basically orders online. Luckin generally has three channels for releasing news and activities, namely APP, mini program and official account.

2. Activities of bringing new employees together

The first traffic channel is usually through old users inviting new users. After inviting new users to register, both new and old users can obtain corresponding coupons.

1. Conversion Path

1) In the APP, there is a banner below the "My" interface that says "Invite friends to get instant discounts on coffee". Click on it to see the shared tasks. Similarly, in the official account, there is a window in the menu bar where you can click "Invite friends".

2) Invitation Rewards

Invite the first new user to register and complete the first order, which is considered a successful invitation. After the invitation is successful, you can get a 20 yuan drink voucher;

Invite the second to fourth users and you will get a 18 yuan drink voucher.

Invite the fifth person and get a 20 yuan voucher;

Invite more than 6 people to receive a 18 yuan coupon.

3) The amount of the coupon is larger than usual, so users are still willing to participate. With a larger coupon value, users are often motivated to share. However, compared with the previous offer where old users could get a free drink by inviting new users, there is still a big difference.

4) In addition to old users inviting new users, new users can also register directly and receive 100 coupons. They can receive it directly by downloading the APP.

5) Physical store route: After placing an order, when you go to the physical store to pick up your coffee, a QR code menu with a QR code for joining the welfare club and receiving a 48% discount coupon will be displayed in the pick-up area. After the user scans the code directly, the phone will jump to the group link, and the user can directly receive the coupon benefits.

3. Community Welfare Activities

1. Conversion Path

1) The second way to attract traffic is to receive 48% off community benefits. On the APP, there is a little man at the bottom of the "My" interface. After clicking in, you will be directly redirected to the tweets of the official account; in the official account, you can also click on the "Latest Benefits" in the menu bar to jump.

2) After entering the tweet page, you will be guided to obtain community benefits in just two steps. The first step is to add your personal account. After adding your personal account, Luckin's chief officer will send a link to identify your region based on the store, and then invite you to join the local Luckin community based on the region.

3) After we enter the "Rui Xingfu Lishe" community, users who join the group for the first time can enjoy a 58% discount on drink coupons, and the account will be automatically released after 5 minutes.

The above is Luckin Coffee’s welfare activities. Next, I will analyze the points to be optimized and reusable in the entire process.

4. Points to be optimized

5. Reusable Points

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club