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Precise Placement Makes Shop Promotion More Powerful.

2011/1/25 15:04:00 81

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online shopping

After several years of development, the market has gradually entered the competitive situation of "the stronger the stronger", and how to compete increasingly fiercely.

market

In order to achieve sustainable development, customer loyalty is undoubtedly the biggest guarantee for the successful operation of online stores.

So, how to keep the old customers' fresh satisfaction in the first shop order, and how to make customers continue to generate shopping desire? These are all at present.

TaoBao

Sellers are concerned about and dealing with problems.

It is imperative to establish a comprehensive customer relationship management system (CRM), record customer information in detail, and categorization according to the different attributes of customers, so as to facilitate targeted follow-up marketing precise delivery and keep online shoppers a good shopping experience.

At present, the Taobao Business Service Department of Shanghai Business School (hereinafter referred to as TaoshopEx) has launched the customer relationship management tool based on the two marketing of Taobao merchants, "seeking favor", which can provide customers with Taobao data management, customer relationship maintenance, and two customer marketing functions, so as to fully control the online customer groups.

Most Taobao sellers started their business at the beginning of the year, and all the members' data were in an original arrangement. They did not group management in accordance with the customers' purchase frequency, consumption amount, area, and merchandise purchased.

Therefore, every time we engage in promotional activities, we can not find effective ways because of the lack of customer classification, and we can quickly and accurately deliver promotional messages. All customers are "one size fits all".

However, the lack of targeted short message sending is a high probability of being regarded as junk information in the eyes of buyers, and it is easy to cause resentment.

For consumers, the biggest difference between traditional shopping and shopping is that they used to passively accept the bombing of information, but today they are more willing to choose, create, entertain, spread and share everything in the online shopping era.

Quickly select members who meet the promotion requirements.

Faced with the trend of online shopping, when online shop operators choose marketing solutions, they need to pay more attention to customer personalization.

"Dear VIP users, sharing the Christmas cheer, * * the online shop exploded 50 percent off packets of mail, the entire venue was 500 full 500, and more VIP exclusive price, and snapped together!" this is a short message from a golden Taobao seller, highlighting the VIP unique identity of its members, giving customers a sense of identity and improving their loyalty to the online store.

Online shop operators should take the initiative to strengthen communication with their customers and deepen mutual understanding, not only for a holiday's Internet marketing, but also to shift their mindset and goal from a separate product offering to a comprehensive "value offering", and establish a relatively long and solid cooperative relationship with "emotional" ties.

For example, when the client is on his birthday, the "CRM" system can send holiday message to the customers, enhance humanistic care, establish a solid foundation for "emotion", and enhance the identity of members.

Therefore, to regard members as friends, we must achieve the business philosophy of online stores higher than the marketing objectives of enterprises, and do not always sell for clear profit targets.

Personalized selection of members according to promotion plan

At the same time, in view of the temporary promotion activities, how to quickly select qualified members? For example, Taobao sellers launched a package campaign aimed at consuming 500 yuan members in Jiangsu, Zhejiang and Shanghai, so how to quickly select qualified members, do well in the short message group, face various membership information, and if there is no perfect customer relationship management tool, it is difficult to achieve.

The "favorite" group management function is rich in membership screening conditions, which can subdivide members and find eligible members at any time according to the marketing plan.

Find an accurate marketing target, and can formulate the corresponding plan according to the member buying behavior, in order to make the online store operation sustainable development, and let the customer get the attention and respect.

When online stores accumulate a certain number of members' data, how to do the two marketing, increase sales and improve the members' shopping experience is a problem that many Taobao sellers need to solve now.

Similar to TaoShopEx, the third party service providers who are committed to serving Taobao sellers provide a solution to provide "good medicine" for all kinds of "miscellaneous diseases" of Taobao sellers.