7 marketing strategies to increase user repurchase!

We who do marketing often encounter a classic problem:

Why is it that after a user buys once, he is never seen again?

This is a common problem of low repurchase rate, which is commonly known as few returning customers.

Then why is the repurchase rate low?

Maybe the advertising is not good, causing users to forget about your product? Or maybe the product is not good enough, resulting in a poor user experience?

This set of rhetoric seems to be all right. The cost of acquiring customers online is getting higher and higher, and it is becoming increasingly difficult to increase the number of new online users. Existing users are very important to us, and at this time, improving the repurchase rate of existing users becomes a very important part.

For many products, users have not visited for a long time. In order to activate users, coupons or promotions will be pushed again, which may lead to a second purchase. This user recall increases the repurchase rate. For example, Luckin Coffee’s SMS recall is very good.

So what are some ways to improve the low repurchase rate?

If users buy again, there are only two possibilities: buying our product or buying a competitor's product.

Therefore, in the repurchase link, the basic methodology is to increase the user's replacement cost .

Here are seven ways to increase user repurchase .

01. Value reservation

Value reservation is to reserve a hook for the user's second consumption.

For example, some teahouses provide customers with tea storage services, and some hotels also provide wine storage services.

Value reservation is the underlying logic, which means letting users place their value with you in advance and you help them manage it.

To put it simply, you can think of it as hosting. You are the hosting company, and if the user cannot take all of their stuff at once, they can leave it with you and come back to pick it up next time.

The principle is relatively simple, but it is related to many factors such as the industry, products, users, etc.

In theory, all products and industries can use value reservation for retention, but it definitely requires careful research. It is not something that can be used right away. Instead, you need to find the method that best suits you based on this logic.

02. Member Value

The way to realize the value of membership is the membership system.

Members are equivalent to a stable light asset for merchants, which can be seen and touched!

The return rate, repurchase rate and store visit rate of members are more than twice as high as that of ordinary customers. Often the revenue generated by members may account for more than 80% of the entire store.

Generally speaking, there are two principles for establishing a membership system:

• Rights and interests : The rights and interests given to members must be attractive enough.
• In return , members should be able to bring in more sales and profits.

03. Circle satisfaction

Circle satisfaction means providing different products to meet the different types of needs of users in a certain circle. That is to sell as many products as possible to the same group of people.

For example, Hupu targets straight men who like sports, and it can sell football tickets, sports shoes and a series of other related products to this group of people.

04. User Growth

User growth refers to implanting a user growth mechanism into the product system to stimulate users to have a high level of sense of ownership and make it difficult for them to leave.

For example, keep provides a good user growth system, which tells users how many consecutive days they have been exercising and what level they have reached. Such a user growth system will bind users and make it difficult for them to leave it.

05. Network Effect

The network here refers to interpersonal network relationships, which influence behavior in three degrees and transmit information in six degrees. Social media has a network effect.

For example, WeChat is a product with network effects. The more users use it, the more valuable it becomes to other users. The more friends a person has, the harder it is to leave the product.

But network effects don’t just come in social forms.

For example, when we learn any language, the more people master it, the more valuable this language tool becomes.

06. Peak-end rule

Users' memory of an experience is determined by two factors: how they felt at its peak and how they felt at its end.

Therefore, if you want to leave a good impression on users and make them more likely to experience the product again next time, you must pay special attention to designing the part where users leave.

The "Peak-End Rule" and "Aha Moment" are somewhat similar, but there are still some differences.

The difference lies in that the final pleasant point of the "Peak-End Rule" is that even if the experience during the process is not very good, the experience reaches its peak (pleasant point) when you are about to leave, which will eliminate the unpleasant points in the process.

We have all heard the example of IKEA many times. When you enter the mall to choose goods, you may not find what you want halfway through. The whole experience is very dull and there is nothing that surprises you. But in the end, when you leave, you can buy an ice cream for 1 dollar at their door.

Think about how you would feel if it were you. It would definitely be great. Next time if you want to buy something, go to IKEA first.

07. Habit loop

Helping users form habits should be one of the most effective ways to increase repeat purchases. How do we help users form habits?

On the premise that users have a basic desire for the product, users can be made to form habits through the following three methods.

• Cue : This can be a visual image or sound, a place, a time, or an emotion that puts the brain into an automatic behavior mode and decides which habit to use.
• Habitual behavior : can be physical, mental, or emotional. It can be complex or simple.
• Reward : Something that makes you happy. Let your brain figure out whether or not to remember this loop for future use.

With repeated reinforcement of cues and rewards, a strong sense of participation and desire emerge, and eventually a habit is formed. At this point, the brain does not need to be fully involved in decision-making. Unless you can find a new routine, the habitual pattern you already have will continue on autopilot.

For example, why are headlines so addictive?

As a news client, why do many people feel addicted to Toutiao? But why don’t you feel addicted when using Sina or Sohu? After a user sees a piece of news, Toutiao’s mechanism is to push more news that the user likes. The mechanism of Sina and Sohu is not to push what users pay attention to, but to push what editors pay attention to. It pushes news that editors consider important, but what editors pay attention to may not be what users like, so it is difficult for users to form a habit and become addicted.

Advertisement for Toutiao: No matter what is added in front, there are five words at the end: Read Toutiao.

For example: I’m taking a break today, so I’m reading today’s headlines; there are a lot of people on the bus today, so I’m reading today’s headlines; my boyfriend is coming to see me today, so I’m reading today’s headlines; I’m so bored today, so I’m reading today’s headlines. The purpose is to let users form a habit: when something happens, read Toutiao.

08. Conclusion

If you want to more effectively solve the problem of why product repurchase rate is low, you might want to take a look at these seven methodologies.