Four Marketing Strategies for Consumers to Buy Again

After all, the profits of new users are limited. Only when users buy many times can enterprises obtain long-term profits and survive.

Bird brother notes, user operation, Miao Liwei, user operation, repurchase, marketing

Repurchase rate, also known as repurchase rate, refers to the number of times consumers repeatedly buy the brand products or services. The more repurchase rate, the higher consumer loyalty to the brand, and vice versa.

The membership card of the offline barber shop is for you to buy again, and the SMS push of the online e-commerce is for you to buy again.

After all, the profits of new users are limited. Only after repeated purchases by users can enterprises obtain long-term profits and survive. First, the cost of repurchasing users is lower, but the products that are constantly repurchased have higher returns. How to make users buy again is a very profound knowledge.

Many products attract users to place orders for the first time through profit promotion. Found that the user hasn't come for a long time. In order to activate users, they will push coupons or promotions again, which may lead to a second purchase. However, the promotion effect of this method is funnel-shaped, and the promotion also has costs.

When your promotion methods are too old-fashioned or too many, users will gradually become "insensitive" to your promotion methods.

There are many articles on how to make consumers repurchase, but after analysis, the basic methods are to do a good job in product functions, enhance the user experience of products, form a good content reputation with good services, build a reasonable membership system, push after big data analysis, improve repurchase conversion through community operation, and cultivate customer loyalty through brand building. Most of the core of the article revolves around this.

Then I can't help thinking, are there any general specific execution tactics to improve repurchase? I summarized the following points:

After many products reach a certain scale, they will start to build their own membership system. First of all, they will enrich the services of members. The second is to enhance the stickiness of members. Common practices such as membership grading system, exclusive activities for members, points exchange, membership growth system and so on. These are all ways to make you buy again quickly.

One mode is the "membership card" mode, which is very common in traditional offline business scenarios and is a good means to obtain cash flow.

At present, many e-commerce platforms have been applied online, such as the PLUS membership mechanism in JD.COM, where you can enjoy the purchase discount within a fixed period of time by paying a certain membership fee, and this discount is decreasing, which is still attractive to users. And with such an online member, it is basically equivalent to having a consumer binding. As long as there is something in JD.COM, you may not choose to buy it at Tmall unless the price difference is very large.

The membership card model can be said to be innovative in traditional offline stores, but it is indeed a very effective means to make consumers trust in exchange for future cash flow. More and more e-commerce platforms have begun to move this strategy online, with the aim of binding users.

When I saw "becoming a black card member, this order can save 200+, and all orders in the whole year are free of freight", it must have tempted many shoppers. After all, if I become a member, I will not consider ordering anything at all. Even if I buy a pack of makeup remover cotton, I will place an order directly.

Mason's primeair, JD JD.COM Plus of COM, black card of Xiaohongshu, annual card of 36Kr, and 88-year card of Tmall all use the same routine, all in order to form users' physiological dependence on merchants. It can be seen that this membership mode caters to the shopping psychology of many "hands-chopping people".

The most effective user loyalty is commitment. Customers have something in their hands, and in order to avoid the pain of loss, they will naturally buy it.

The right of consumption is in the hands of customers, but the ownership is still in the hands of merchants. As long as customers don't come to spend, you don't have to pay the cost.

After consumers buy real money, if customers don't want to be taken advantage of by merchants, you have to spend it next time or even next time! At the same time, I always think that the merchants have my free wine here, so let's eat here!

This is the repurchase strategy of the barbecue shop:

For example, the strategy of 20. 18 yuan Buy 10 1 bottle of wine was introduced, which effectively improved the repurchase rate.

This strategy is based on the first-time barbecue customers. When you introduce the strategy of 20. 18 yuan Buy 10 1 bottle of wine, consumers' first perception is that it is cheap. 10 1 bottle of beer, not to mention 200 yuan, consumers think it is possible to bargain.

From the merchant's point of view, it is also profitable. Because 10 1 bottle of beer, consumers can't drink it all at once. The survey results show that three or four consumers need to accumulate 4-5 times to finish drinking beer.

What if you can't finish it? Next time you have the opportunity to drink again, you must not waste it and let the merchants take advantage! Because I paid! The loss of consumers not coming to drink is very painful. When he comes to consume beer, barbecue is essential. When beer sales are high, you can also go to the supplier to bargain.

This is the clothing store's repurchase strategy:

A clothing store selling high-end men's business clothes provides membership service: dry cleaning the clothes bought by this store for you free of charge every month. Ordinary members 1 time, 2 silver cards and 3 gold cards.

Then the clothes sold in this store will be taken back by their members for dry cleaning, and every time they come to wait for clothes, they have to look at the new clothes in this store. You'll buy more if you watch it for a long time. This high-end men's business clothing store has locked enough customers to spend there through free dry cleaning service. You see, gifts are so powerful! A small value-added service, customers are willing to come to the store repeatedly, thus easily locking customers.

Richard taylor, a behavioral economist who won the Nobel Prize in Economics in 20 17, put forward a psychological concept, the misunderstanding of sunk cost, that is, human behavior is not only stimulated by immediate interests, but also influenced by the cost already invested, which includes not only money, but also other factors such as time and energy.

For example, Taylor's friend opened a ski resort on the verge of bankruptcy and asked him for help.

Compared with the well-known ski resorts around, this ski resort is average in scale, and it is difficult to directly increase the ticket price. Fortunately, there is the advantage of distance, and other ski resorts closest to local residents all need 5 hours' drive.

So the question becomes, how to activate the local people's purchase rate.

Taylor suggested the introduction of 10 ski package, including 5 weekend tickets and 5 non-weekend tickets (this package has no discount). But if you buy in the off-season before June 65438+1October 65438+May every year, you can get a 60% discount.

This package was very popular after it was launched. One reason is that a 60% discount sounds like a good deal. Another reason is that once people buy a set meal and spend the money, the money will become a sunk cost, so they should encourage themselves to play more times.

A few years later, the package became the main income of the ski resort. However, after three years of statistical analysis, the ski resort found that the utilization rate of this package was only 60%, which means that the ski resort sold the ticket at full price and received the money several months in advance.

First, you can remind them in kind.

Make some special marks on the product, so that customers will leave a deep impression on your brand at first sight. This logo doesn't have to be beautifully designed or expensive. You can learn from the practice of Ink Technologies above, and put an eye-catching label on the product packaging, which indicates the company's phone number and website, so that users can directly refer to the above information when they want to buy again.

In addition, you can also give customers some practical little things, such as magnetic decorative stickers with brand logo, pens, mouse pads, key chains and so on. These gifts can bring unexpected surprises to your customers and deepen their first impression of the brand.

Second, it can be digitally reminded.

Through a series of small gifts, small gifts, plus customers' WeChat, let customers pay attention to the company's official WeChat account, or do some group purchases, and then regularly push activities through SMS, friends circle, community, WeChat official account and other forms, such as new product launch, year-end discount, buy one get one free and other activities.

3. Remind by brand.

In addition to providing customers with prizes, discounts, points and sending digital reminders, there are also some strategies to increase your customer loyalty.

For example, the products of outdoor sports brand L.L.Bean, such as tents and cotton-padded jackets, are more durable. According to this product feature, L.L.Bean provides customers with long-term trade-in service and brings many repeat customers to its brand.

Patagonia, a coat brand, is different from other brands. Instead of always encouraging customers to buy new clothes, it adheres to its environmental protection concept and provides customers with services such as clothing renovation, discount trading and recycling to gain customer loyalty.

Your brand values, policies and sense of responsibility can help you get more repeat purchases.

With a strategy, you need to pay attention to giving yourself a unique company name or brand name. If customers can't remember your brand name, how can they buy it again?

These are some specific strategies to improve consumers' repurchase.