Two key points to achieve a 60% private domain repurchase rate

A few days ago, a good friend and I walked to the coffee shop diagonally opposite our company. When we were waiting for the red light at the intersection, a salesperson from the gym came over. Two handsome guys, our gym is having a store anniversary event. Gym cards are 50% off and you will also get a free private training trial class. Today is the last day. Come and check it out, she said as she stuffed the free trial cards into our hands. The light turned green and we crossed the road without paying any attention to him.

I don't work out, so it's normal that I'm not interested in the 50% off membership or the free trial offered by the two salesmen. But my friend is a fitness enthusiast, so he got a membership nearby and goes to the gym whenever he has nothing to do.

He was even colder than me. I didn't even look at him the whole time. At least I got a poster.

After arriving at the cafe, I asked him curiously, "Don't you like fitness very much? The discount that person just mentioned is quite good, why don't you react at all?"

He said: "I have an annual pass, which will expire in two months. I don't need it now, I'll see when it expires."

"It's only two months away from expiring. It just so happens that it's their store anniversary. Maybe it's a good deal. Aren't you afraid of missing out?"

"Brother, there are gyms everywhere. They hold store celebrations every month. If they say they are not doing well, you can still see them on the side of the road next time. They are still holding store celebrations and they can continue until the end of the year."

"If you know this salesperson, would you consider it?"

"I might not consider it now, but at least I'll take a look at the poster and learn more about it."

"So under what circumstances would you consider it?"

"Unless he tells me that their gym has a foot soaking service, I can finish my workout, take a shower, and then soak my feet directly. How comfortable it is."

"Why do you have to soak your feet after working out?"

"I'm a fat guy weighing over 200 pounds. After running 5 kilometers, my feet didn't hurt. It was hard for me to drive home."

After hearing my friend's answer, I felt sorry for the salesperson and fell into deep thought.

Thinking from a marketing perspective, although there is a gym that meets my friend's fitness needs, he is not satisfied with the current solution (the gym he is currently applying for a membership with). He has always had a potential demand in his heart, which is a gym that has its own foot soaking service or is next to a foot soaking shop. Whoever meets this demand can easily make a deal with him.

In fact, there is a foot massage shop next to this gym, almost door to door, but my friend didn't know about it. If the salesperson knew my friend's needs in advance and told my friend this information, the deal would basically be done.

Aren’t the problems that companies encounter when doing private domain business the same as the problems encountered by this gym in sales?

The operations team is very unfamiliar with the users. Users are too lazy to even take a look at the product discount information that the operations team pushes in the community. How can there be any conversion?

We only know that users may have various facial problems, such as dullness, spots, large pores, fine lines, red bloodshot, allergies, etc., but we don’t know which two specific problems the users have, and which problem the users care about most. How can we recommend products accurately?

You only know that users may buy anti-freckle cream, but you don’t know what dissatisfaction they have with the freckle cream they are currently using. How can you convince them to give up other brands and use your freckle cream?

In other words, companies only know the basic needs of users, but not their "potential needs". They can only send all kinds of product information in the community and use promotions to attract users' attention. It seems that they are doing marketing, but in fact they are playing with probability.

If you can obtain the potential needs of every user, then wouldn’t it be easy to promote products in private domains?

In this article, I will share the "related repurchase" module in the beauty case I am currently managing. You will see how we use a simple operating process to increase the repurchase rate to more than 50% within 7 days.

1. Related repurchase = potential demand + demand stimulation + community seeding

1. Obtain potential demand

The biggest difficulty in doing "related repurchase" in the private domain is that it is difficult to obtain the user's potential needs. If you don't know the user's potential needs, you don't know what type of related products to recommend to the user. Blindly pushing products will not only have a low conversion rate, but it will also easily cause user disgust. Therefore, obtaining users' potential needs is the first problem that needs to be solved to increase the associated repurchase rate. Once this problem is solved, the accuracy of product recommendations will be improved, and the recommendation conversion rate will definitely increase.

High energy ahead, useful stuff coming! ! !

We use AI intelligent outbound calling tools to guide users who purchase facial masks to actively add the company’s personal WeChat. After the tag specialist approves the user's friend request, he/she will send a guidance message to guide the user to click on the questionnaire link and fill out the questionnaire. The message is as follows:

Hi, I am Vivi, Chief Service Officer of Gauze.

Different skin types require different duration and frequency of use of astaxanthin masks

Please take 3 seconds to check the 4 multiple-choice questions.

https://wj.qq.com/s2/7482606/3108/

I will provide the most suitable usage duration suggestion based on your personal skin condition and other conditions.

Please reply "1" after filling in the form

We have summarized and classified the possible facial problems of users, and asked users to check the problem points on their faces. On average, each user will check 2-3 problem points. Each problem point actually represents a potential demand, and each potential demand corresponds to a related product that the user may order.

In order to further improve the accuracy of product recommendations, we also guided users to select the skin problems that most urgently need to be solved in the questionnaire design, as shown below:

After the user fills out the questionnaire, the label specialist will replace the user's potential needs with Arabic numerals and the most urgent potential needs with English letters based on the questionnaire results, and mark them on the user's note name.

The letters and numbers represent the most desired needs and potential needs respectively. After the label specialist changes the user's remarks, the reception specialist's computer WeChat will be updated in real time. According to the guidance of user tags, the receptionist copies and pastes the corresponding service scripts. Although the operation is simple, the user feels personalized service.

As shown in the following figure:

The corresponding words for dry, normal and oily skin types

When users experience the brand’s personalized services, not only will their favorability toward the brand increase, but they will also develop a basic sense of trust in the reception specialists. With trust, the subsequent operational strategies can be naturally implemented.

2. Stimulate potential demand

Even if we know what type of related products the user may buy, the user's demand is relatively weak in the WeChat scenario. Even if the product is pushed precisely, the user will not buy it immediately, because WeChat is a social app, not a shopping app, and users do not open WeChat to buy things.

Therefore, in the next reception stage, it is necessary to take advantage of the user's trust in the operation and sprinkle some salt on the user's potential needs, so that the user will generate the desire to buy products for the facial problems they most want to solve, and pave the way for the marketing of recommending corresponding related products.

As shown below:

In the process of "stimulating demand", the reception specialist will decide whether to directly promote product conversion or just stop at the point in the reception process based on whether the information feedback from the user is strong or weak. When a user proactively takes a photo, asks for product recommendations, or gives a detailed description of his or her facial problems, it means that the most urgent need selected by the user in the questionnaire is truly urgent, and you can carry out targeted product promotion actions and directly convert it during the reception process.

When the user's reply message is very short or seems perfunctory, it means that the most urgent need selected by the user in the questionnaire is not urgent or the user is very defensive. Do not promote products to the user, otherwise it will easily cause user disgust and the basic trust that has just been established will be lost in an instant.

During the reception process, the reception specialists basically copy and paste the reception scripts and demand awakening scripts throughout the process. The recommendation conversion rate of related products can naturally stabilize at around 12%, with an average customer unit price of 100 yuan.

Related recommendation conversion rate

When users buy products in the public domain, it means they trust the platform; when users buy products in the private domain, it means they trust people more. We do not provide any benefits. We attract users into the private domain through "services". Under the connection of services, a trust relationship between operations and users is naturally formed.

Most companies mainly use cards to attract traffic. Although there is a reception process for distributing fan benefits, this reception method is almost meaningless, and it is difficult for operators to establish a basic trust relationship with users.

Without a trust relationship, subsequent product promotion can only be driven by promotional efforts or product strength.

3. Product promotion in social media

In the reception stage, there are many reasons why users cannot be directly converted, such as users are defensive, their potential needs are still weak, their potential needs are being met by similar products of other brands... From a marketing perspective, as long as you understand someone's potential needs, you can definitely sell the product to her; it's just a matter of time.

The reception operation judges that the user cannot be converted in the reception process, so it copies and pastes the "potential demand classification" script and sends it to the user. According to the user's reply, it modifies the user's "potential demand segmentation" label to pave the way for the next community seeding, as shown below:

A1 A2 A3 User Label Comparison Table

User tag analysis:

• A1, there is no solution to potential needs, such as blackheads on the face, but no blackhead-related products have been used;
• A2: There are solutions to potential needs, but the customer is not satisfied. For example, the customer has blackheads on his face and is using a peel-off mask or other products.
• A3, there are solutions to potential needs, but they are still satisfactory. For example, if there are blackheads on the face, using a peel-off mask feels good.

After the day's reception task is completed, at 6 pm, the community operation will pull the users who were not directly converted that day into the community according to the user tags modified by the reception operation, and carry out product seeding operation. The logic of pulling the group is as follows:

• A group with the same or similar potential needs, such as people with dark skin in one group and those with large pores in another group;
• Each group has 40 people, and users are directly added without their consent.

After the community is established, different process-based grass-planting strategies are formulated according to the user attributes of A1, A2, and A3, and a 5-day "related variety grass" operation is carried out to pave the way for community conversion on the 6th day.

On the 6th day of the social marketing campaign, the recommendation conversion rate of related products stabilized at around 40%, and that of high-quality products could reach around 50%.

Social media conversion rate report

(Due to space constraints, I will later write specifically about how to use potential demand classification to share in the community) In other words, for 100 new users entering the private domain, we directly converted 12% in the reception stage, and converted about 40% in the community stage. The two conversion points can achieve a correlation conversion rate of more than 50%. You may wonder, if a group is created without the user's consent, won't the user leave the group?

First of all, the receptionist has just provided personalized service to the user during the reception process that day, and the user has an impression and basic trust in the group owner. Secondly, after the group is established, the group owner will first send a text, as shown below:

Next, a voice message will be sent, as shown below:

For users in the group, the girls in the group have the same problems on their faces as themselves. The group leader provides good service and does not blindly push products. Do you think users will quit the group?

2. Case Review

1. Relevant repurchase data determines whether the private domain is profitable

Acquiring potential demand + awakening potential demand + promoting community products, driven by these three key operational actions, produces the following segmented data indicators:

• We receive 150 users stably every day, and the number of private domain users grows by 5,000 per month;
• The total repurchase rate of related products for new private domain users within 7 days is stable at around 35%;
• If we only associate the repurchase data indicator, the output of about 1,050 users in 7 days is 52,000;
• By only associating one data indicator, namely repeat purchase, 245,000 were generated within 30 days.

The key point is that the above data indicators were produced by four private domain operations serving 5,000 users without excessive marketing, sacrificing product profits, or buy-one-get-one-free promotions.

2. Potential demand is really important

Empowered by data on potential needs, users experience the entire process of having their needs met, naturally and smoothly. The personalized service in the reception stage satisfies users’ service needs, increases brand favorability, and enables the brand to reap the long-term value of the private domain—accumulating user assets and preparing for a rainy day.

Through the associated marketing of reception and community links, users’ product needs are met, and they are willing to open their wallets. The brand reaps the short-term value of the private domain – generating transaction amounts to fill their stomachs.

With the empowerment of potential demand data, our marketing activities in the private domain will not harm users. The user experience in the private domain cannot be said to be very good but at least it is not bad. The monthly deletion rate of our fans is less than 1%, which is enough to illustrate this point.

Tag specialist data statistics table

3. Private domains without data empowerment are bound to be false prosperity

The private domain operation models of most companies do not design a path for collecting user information in the key operation link when users just enter the private domain. Apart from knowing which product the user purchased, other user information that can assist in marketing is basically unknown. For example, age range, regional climate, potential needs, skin type, etc. Different product types require collecting different dimensions of user information.

When information of thousands of users is deposited in the private domain, it will slowly accumulate into a huge user data network, which we call "small data".

Small data precipitation in the questionnaire system

With the data dimensions provided by the "small data" system, any operational decision we make in the private domain is based on facts, and any operational action we take has a clear direction. For example, the content operation strategy of the circle of friends we planned based on the small data system is shown in the figure below:

Moments Operation Schedule

Anyone who understands marketing knows that if any marketing behavior is not supported by data, the execution of marketing strategies is like a blind man crossing a river, with pits everywhere and there is only deeper pits but no deepest one.

• If you sell maternal and infant products, you know how old the user's child is and whether it is a boy or a girl;
• If you sell pet supplies, you will know what breed of pet the user has, how old the pet is, and whether it is male or female.
• If you sell women's clothing, you know the height and weight range of the customer, whether their skin color is fair or dark, and whether their thighs are thick or their waists are thick;
• If you sell health products, you know the user’s age, motivation for health needs, and sub-health problems.

Based on the characteristics of your own product and referring to what I shared today, you can design a questionnaire system (or other strategic methods) that can obtain users' potential needs, and then polish out a set of marketing scripts for the reception process.

During the first reception phase, the recommendation conversion rate of related products will not be lower than 15%. After the community has planted the seeds, the recommendation conversion rate of related products will not be lower than 30%, especially for large brands with strong brand power or niche brands with high stickiness.

I hope that every business owner who is serious about private domain business will first accumulate user data related to marketing, and not let the operations mess up and treat the user list as data. Otherwise, everything will be an illusory dream. This is basic business common sense, isn’t it?

3. Case extension

Will users entering the private domain be willing to fill out the questionnaire? How many people are willing to fill out the questionnaire? Whether users are willing to fill out the questionnaire depends on whether you have prepared the groundwork for users to fill out the questionnaire when you were attracting traffic. If not, users will definitely be unwilling to fill it out.

In our traffic-generating rhetoric, we have laid the groundwork for services in advance. The brand must provide some kind of service to users. As long as users are willing to add WeChat, they are here for the service.

After users enter the private domain, they will naturally fill out the questionnaire after hearing a simple introduction. If they pay attention to the details, the results will come out naturally. Our questionnaire recovery rate will be stable at 90%. The higher the average order value, the higher the questionnaire recovery rate.

Questionnaire Response Rate Report

The logic of questionnaire design in the first reception stage may be a difficult point, such as how to design questions for different private domain drainage products, how many questions to design, and what is the logical relationship between questions.

Author: Sun Yonghui

Source: Sun Yonghui