How do physical stores operate private domain traffic?

Private domain traffic is the life-saving straw for many companies right now. If there were no private domain traffic operations, the coffee company that went bankrupt before would most likely have gone bankrupt. Relying on private domain traffic, it has managed to survive in the cracks and survived, which shows the value of private domain traffic.

We have talked a lot about how online companies play with private domain traffic before. In this article, we will not talk about online companies, but specifically talk about how offline stores play with private domain traffic. Compared with online companies, offline stores are more urgent to operate private domain traffic.

Last weekend I was planning to eat at a nearby dessert shop, but when I got there I found it had closed down. I then went to the Wu Gu Yu Noodles next door, but it was for sale. Then I went to my favorite dumpling restaurant, but it had changed its signboard and became a foreign trade clothing store.

It’s a pity to see these stores that I used to frequent closing down one by one. If they knew how to operate private domain traffic, maybe the results would be different.

The private domain traffic operation of physical stores is similar to that of online stores, and is also divided into three stages: traffic diversion, activation and monetization.

1. The first step of private domain traffic operation of physical stores: traffic diversion

It is much easier for physical stores to attract private traffic than online businesses. If you want, you can even add everyone who enters your store that day to your social software. Because offline communication is face-to-face, unlike online, it is difficult to add users without some tricks, such as adding customer service to receive red envelopes.

To attract traffic to offline stores, you can use a specialty food or other gadgets in the store as bait. At a Sichuan restaurant, you can give a plate of smashed cucumbers to your friends. At a milk tea shop, you can give a medium cup of Uncle Yonghao's milk to your friends. And so on. The cost of these things is only one or two dollars.

If you are a high net worth user and your store has a customer order volume of one or two thousand yuan, adding a friend is even easier. You don’t need to give anything. Just say, “We have a fan group of high-end tasting users. Do you want to join?” Users are absolutely eager to join.

You may have questions when you see this. What's the point of me adding so many friends with great effort? If it's useless, not only am I wasting my energy, but I'm also giving away so many things. One or two dollars is still money.

Let me put it this way, I have come into contact with many restaurant owners recently, and they all complain about the difficulty of attracting traffic. Among them is one who makes mutton offal hotpot. I know that they sell mutton online, but the sales are not good.

I gave him an idea. Don’t they have offline stores? Add friends to upgrade the package for free. Start by adding 500 people, then create a group of several hundred people, share the daily purchases of mutton in the group, highlight the freshness, order online, and have it delivered on the same day.

This boss is also very discerning. When he landed, he only added customers who drove in. Online orders exploded all of a sudden. The benefits of private domain traffic are much greater than we imagined.

2. The second step of private traffic operation of physical stores: promoting activity

Everyone can do the first step of drainage by following the methods taught above, but the second step becomes a watershed. Those who do well are really good, and those who do poorly are very bad. This is really too difficult.

When asked why the user group has not been developed, the answer is that there is no time.

That's true. One feature of doing private domain traffic is that it is very time-consuming. You have to keep an eye on the community. If a user asks a question in the group, it is easy to miss the information if you are not careful. You should know that what you miss is not just information, but a valid order.

How to solve this problem? My suggestion is to hire someone to maintain the user base. ah! It’s time to invest again! There is no way. You can’t catch a wolf without sacrificing your child.

Many physical stores do not focus on private domain traffic. First, they have no expectations for its output. Second, their superficial attempts have not brought positive results, and they directly conclude that this approach is a dead end.

I want to say, everyone should be cautious. Why is Tai Er so popular? You will find out if you go undercover in their community for a few days.

How to promote activation specifically?

Of course, someone is needed to lead the atmosphere, preferably a lively and active little girl.

I have joined at least a hundred communities, and the administrators of those with a good atmosphere are mostly girls. If you think about it, it makes sense. If a customer complains a few words in the group, the girl may just let it go by acting coquettishly. But if a boy starts to argue, the whole group will probably be in an uproar.

To be active in a group, you must first provide information that users are interested in, such as the user group of mutton offal pot. Now that the weather is cold, you can share some tips on how to keep warm with mutton and the benefits of eating more mutton. Of course, in addition to your own products, you should also talk about other knowledge, otherwise it will sound too advertising-like and will be counterproductive.

Just think of it as a family group and think about how you chat with your parents in a family group. That’s right, just think of users as your parents.

Another killer way to boost activity is to send red envelopes and organize activities. Everyone should remember that simply sending red envelopes cannot express emotion. Sending red envelopes has only one function - to activate the group. After the group is activated, some auxiliary activities need to be carried out, such as visiting buildings, grabbing coupons, etc.

Let all users in the group participate. It would be even better if this activity has topics that can trigger discussion among everyone. The more active the group is, the greater the chance of successfully directing online traffic to offline.

3. The third step of private traffic operation of physical stores: monetization

Monetization is the term used by online companies to describe private domain traffic. If there is no monetization, the private domain traffic of online companies may have no value. It’s different with offline stores. Even if users don’t come to shop offline, you can still act as a word-of-mouth promoter. It’s always good to make friends.

So, let’s change the way we call the third step of the private traffic of physical stores. Instead of calling it monetization, we can call it repeat purchase. Does it sound the same?

For physical stores, such as restaurants, since the introduction of private domain traffic, the user repurchase rate has increased fivefold. Do you suddenly feel that private domain traffic is valuable?

However, when you are doing private domain traffic operations, the purpose should not be too obvious. Today's users are not stupid. If you operate private domain traffic with the idea of ​​​​reaping them, users will be able to feel it. So how to achieve repurchase of private domain traffic in physical stores?

There are several methods. First, see if there is a queue in front of the store. If so, you can grant community users the privilege of skipping the queue. Make an appointment in the group first, and then go directly into the store to skip the queue.

This is definitely a killer weapon. If Haidilao says, join my private community, you don’t have to queue after joining, the next private traffic tycoon may be born. Skipping the queue is equivalent to a privilege, and who doesn’t want privileges? That kind of superiority can be obtained by simply joining a group. You’re a fool if you don’t join.

Secondly, send out some activity coupons in the group. Christmas is coming, so you can send out a Christmas discount coupon. Group users can get a 22% discount at the store with the coupon.

Whether to issue coupons can be determined based on the store's operating conditions. If there is a lack of traffic, use discount coupons to attract online users to offline. If it is an Internet celebrity restaurant with no shortage of traffic, do fission sharing. Let social media users spread the word and let more users know our brand.

How to let users pass on users?

This is even simpler. Use a tool like a lottery assistant to set up a few free-dine spots and hold a lottery in the group. If users ask their friends to help, they can increase their chances of winning, and the brand exposure will spread like ripples in the water.

As long as we have an idea, there is always a way to realize our demands.

4. Final

Are you still worried about offline traffic? Are you still worried about customers not spending?

No need for 998, no need for 98, just a private traffic community and all your worries will disappear. What are you waiting for? Take out your phone and add the users who come to the store as your friends. Once you generate private domain traffic, your store will be active.

Author: Tiger Talks Operations

Source: Tiger Talk Operations