How to improve the repurchase rate? First of all, it is necessary to find out under what circumstances customers will be willing to buy back. To understand this, we must first understand what is customer lifetime value.
Customer lifetime value is the money that customers spend on you all their lives.
Statistics show that the cost of developing a new customer can develop 3 ~ 10 old customers. It means that the cost of the same income for old customers is at least one-third lower than that for new customers.
1. Let customers "passively" repeat purchases.
Classic example of repeated purchase:
The operator gets the 200 yuan by charging 200 yuan, and the recharged 200 yuan immediately arrives at the account. 10 returns 200 points every month and 20 yuan every month. This strategy makes customers "passively" repeat purchases. This strategy makes customers get 20 yuan a month for nothing. Anyway, customers will feel that 20 yuan is useless. It will be easier to use the money originally paid by yourself, which will indirectly increase the consumption amount of customers.
2. Grasp the length of incentive time
The length of incentive time means that each industry has a repeat purchase period. As a merchant, you can collect these data and send coupons to customers to encourage them to buy when they are about to reach the purchase cycle. If the customer's last experience was good, the probability of repeat purchase will increase when coupons are given away for free.
3. Encourage product concentration
Combined with your product portfolio discount, the discount for high-value products is based on the quantity of low-value products. For example, in airlines, passengers who fly 90 times a year can upgrade for free if there are seats in first class.
4. Stimulate emotional depth
Connect advertising words (marketing) with customers' emotions. Jiang's advertising words: * * * * *
Please think about it, is there any way to encourage repeated purchases for some seemingly one-off consumption, such as weddings and renovations? How come?
For occasional one-time purchases, if you go to a place temporarily to buy water, cigarettes, etc. You can send your customer a friend's exclusive coupon (friends far away, please take care) and give it to your friends here. (emotional depth)
In view of the normal one-time purchase wedding, he can establish contact with his friends' purchases. For example, if he recommends two real potential customers, he can upgrade to exclusive service for free. (Product concentration)
For decoration, the probability of second purchase (decoration) is still relatively high, but it takes a long time, so customers can be given discounts (single price, multiple prices, full price, different discounts, multiple times and full price discounts are greater than single time) (duration) when the estimated reconstruction time is approaching.
Studies have shown that customer stickiness can only develop in the fifth purchase; The biggest influence on stickiness is the first three purchases. So: be sure to let customers buy it 3 ~ 5 times.
In order to understand the formation of customer stickiness, we need to understand the characteristics of the four stages of "customer life cycle"
Understand the customer life cycle and use different countermeasures at the right time.
The essence of membership system is a contractual relationship, where customers promise more consumption and merchants promise more concessions. This kind of "price-quantity agreement" is beneficial to both parties. Merchants get the repurchase rate and customers get preferential prices.
There are two main ways to sign a "price-quantity contract":
1. Entry threshold contract
Set the entry amount, and customers who become members will enjoy a low discount price.
2. Escape from the cost contract
0 entrance amount, consumption points, prize points (package upgrades, coupons, etc. ). The more you spend, the more points you get. If customers choose to leave the enterprise, they will have to bear the escape cost of losing points.
At present, most barbershops adopt the way of signing contracts first and set the entry threshold. After becoming a member, they can enjoy a discount on consumption. I've fallen into this pit. In fact, I don't like that barber shop at all, but I still spend passively because I have a membership card. But then I gave up this store. What does this mean? Channel strategy should be based on ensuring product quality.
Sometimes, some users have always been sticky to the brand, which may be because of the stickiness between users. Therefore, merchants should gather these users together and let them have a chemical reaction. When they find that other users can bring value to themselves, they will stay in this brand.
For example, invest in software, establish investment exchange groups, let everyone communicate with each other, let well-informed and far-sighted investors shine and attract other investors.
For example, if you sell cars and set up a car club, today everyone will drive to do activities, thus establishing the stickiness between them.
A3 this week: How to improve the repurchase rate of weekly activity learners?
Students can be divided into three groups:
1. Knowing that the book-opening gang founded by Mr. Zhao Zhou has always admired Mr. Zhao Zhou, they came to the activity site excitedly to see what was going on with the book-opening.
This can be divided into those who like reading, and I think disassembling calligraphy is very novel; There is also a training job, and I want to learn new training methods of calligraphy.
According to friends, this community is more interesting. Everyone is very active and the atmosphere is very good. Let's have a look.
3. Rudder member.
For the first category:
We can use the community effect to broadcast live the users who have made great achievements in calligraphy learning after dismantling, such as the helmsman Zuo Jiang (the host can introduce himself in one sentence and disassemble calligraphy).
Let them see the value of disassembling calligraphy and attract them to stay.
For the second category:
People who join the book-opening activities will have such fluctuations, and will continue to participate in the activities for several weeks (nearly 30 days), and then suddenly disappear inexplicably. This kind of active learner can hook up alone. If there is a book class recently, they can recommend it, highlighting the difference between opening a book class and offline.
In addition, this kind of active learners can also introduce a learner membership system, with a monthly membership fee of 100 yuan and a 50% discount for participating in activities.
For the third category:
At present, there are more than 60 rudder friends, but all of them are active offline. How to stimulate these members?
From the perspective of customer cycle, most of them are in a silent period. During this period, it is necessary to attract the attention of these people through product time. For example, let each member assume an activity leader every month (as long as everyone can be organized to participate), so that his interaction with everyone will increase.