How to maintain and market old customers in Taobao operation

However, with the maturity of the Internet development, the overall traffic tends to be stable, and it is difficult to see explosive growth again. Everyone wants a piece of the action, the competition is definitely fierce, and the cost of competition is greatly increased, which is undoubtedly worse for small and medium-sized sellers with limited conditions.

When everyone is striving for new traffic, they often ignore the old customers who play an important role in store traffic. Today, I will share with you the important role of old customers in a store and how to maintain and market them well.

Taobao has a lot of traffic every day, but there are too many merchants and the competition is too fierce. It is difficult for small and medium-sized sellers to get new customers and promote orders. Therefore, in order to survive in such a fierce environment, stores should not only introduce new customers, but also learn to maintain old customers and make full use of their resources. So today we will talk about those things about Taobao's old customers.

First, the importance of old customers.

1. First of all, old customers account for a large proportion in store transactions. Maintaining and marketing old customers can not only stabilize the store's performance, but also help the store's overall weight and enhance its competitiveness.

Figure 1 (The picture comes from the network and is for reference only)

2. The competition of new customer flow is more and more fierce, and the cost is increasing, while the marketing cost of old customers is very low. Moreover, if the product quality is excellent and the service is in place, the old customers will give you free publicity and promotion, which is more conducive to the store to break through the traffic bottleneck, and may even cause the store or brand effect, the traffic will surge and the transaction will climb.

Figure 2 (The picture is from the Internet for reference only)

3. With the increasing promotion of personalization in Taobao, the current Taobao store operation is not as successful as before, and more attention is paid to accurate recommendation and matching. This piece involves the label of the store. A good label can bring accurate traffic to the store, improve the conversion rate of the store, and at the same time, both promotion and activities will get twice the result with half the effort, so how to label your store correctly is very important, and old customer marketing is one of the most important and effective methods.

4. Old customers can help you in many ways besides improving the store conversion rate and enhancing the store competition.

For example, new products break through 10 thousand, collection and purchase of popular sales increase, asking everyone, buyer show, evaluation and so on.

When there is no sales evaluation of a new product, it is a very time-consuming and complicated job to want new customers to buy it, and we must do everything possible to ensure the quality and keep in touch with customers to get favorable comments, while the marketing of old customers can solve this problem well. Things that can significantly improve the conversion rate of stores, such as collection and purchase, buyer show, evaluation, etc. , can be done quickly through old customers.

Figure 3 (Image from Taobao, for reference only)

Second, how to maintain and market old customers.

1, first understand and determine the product.

It is impossible for a store to have only one product, so we must first make sure that we know our own products before marketing for old customers. What kind of products have the highest secondary purchase rate and are most loved by old customers, and what kind of products have higher click-through rate but no one places an order?

Knowing the products that are most popular with old customers, we can work out the best activity plan. We should proceed from the needs of customers and don't engage in activities blindly. Knowing the products with high click-through rate but delayed placing orders is convenient for us to do product investigation and optimization, and can drive the sales of new products through the activities of old customers.

Establish a strict membership system and customer grading concessions. Why do you need to classify customers and match their rights and interests? Because all these behaviors are aimed at acquiring new customers, retaining old customers and improving customer loyalty, at the same time, you can optimize the company's resource allocation and achieve better profit core goals. (It is very important to select and test products. I have a skill that can achieve tens of thousands of new product flows every week. You can add me to WeChat: wugeds6 18 Send: Plan and send it to you. Users conform to the 28 Law, that is, 80% of a company's profits are often provided by only 20% of its core users. Therefore, screening out these 20% core users and providing better dedicated services will be very beneficial to improve the retention rate of core users of the company.

Moreover, regardless of the size of the company, the company's resources are relatively limited, and serving and maintaining customers is actually an extremely resource-consuming behavior. If users are not classified, the company's resources will often be consumed in many unnecessary places, resulting in huge waste. Therefore, we must strive to optimize the company's resource allocation in order to achieve better profit core objectives.

Figure 4 (picture from Taobao, for reference only)

Of course, setting membership grades and grading discounts needs to be implemented according to the actual situation of your own store. Generally, it refers to the transaction volume, profit and order number of a store. Give a simple example. If you sell products with high customer price and low quantity, you can't divide the membership level according to the order number, but according to your transaction amount. Strict membership system can stimulate customers' upward competition mechanism. If the system is chaotic, it is better not to.

3. Maintenance and marketing tools for old customers

After determining the product and defining the customer level, it is necessary to maintain and market different old customers. The emphasis here is on different old customers. The membership level of many shops is not clear, just buy old customers, but can old customers who buy twice be the same as those who buy 10 times?

At least, the old customers who have bought more than 10 times have great trust in your products and high loyalty to the store. Even if you have product quality problems or poor service, he can understand. Such old customers are truly priceless in your store. After determining the classification of old customers, it is necessary to start different maintenance and marketing for different levels of customers. Here, we will mention some tools and software that need to be maintained. Now, Want Want, Micro Amoy, SMS, telephone, customer relationship management, CRM marketing and WeChat are widely used.

There are many ways to maintain it, such as sending coupons, sending short messages, replying to favorable comments, giving discounts, giving small gifts, etc. The specific requirements are set according to the actual situation of your store.

Figure 5 (Image from Taobao, for reference only)

For old customers at different levels, their preferential maintenance efforts are also different. For this kind of regular customers, in addition to greater preferential efforts, we need to pay more attention to humanistic care, because people who can buy many times are generally satisfied with the quality and price of your products. Then, if we send our customers blessings or small gifts separately on holidays, just like their families, do you think customers can be disloyal and can?

Figure 6 (Image from Taobao, for reference only)

4. Active old customers

A pool of stagnant water is injected into a steady stream of living water, which turns stagnant water into a stream, and finally becomes a river, which is the same as maintaining our old customers. I believe that friends who have worked in the store for several years have more or less some old customers in the store, and those who have the heart have established an old customer group, but we often find that there is no communication in the group, and many people will quit the group after a period of time. The reason for this situation is actually that merchants don't know how to activate customers.

Don't think it's okay to invite customers to join the group. It is impossible to send some promotional information casually every day. If you want to activate customers, you should first try to downplay these promotional messages and send some meaningful or interesting information to everyone. For women's wear, we can share the wearing skills in the group, which can arouse the interest of customers. In constant chatting, we can do some small activities appropriately, such as red envelopes and dragons, and advertise our products unconsciously.

There are many ways to maintain marketing old customers, such as praise plus WeChat cashback, attracting customers to join the store group, and emerging live broadcasts. You can use your free time to chat with everyone and talk about everything. Even if there are no conditions, Tao Wei will always send it, right? This piece was originally used by Taobao to run old fans for sellers. If you don't use it, it's really hopeless.

Of course, micro-scouring is also skillful. You can't blindly send information about store products all the time. You should add some interesting content information appropriately, and then lead out your own products. For a simple example, you can send some information about the local natural environment, how to pick fruits, what's the difference, how to transport them and how to process them. These videos can arouse customers' interest well. At the same time, when customers watch the video, our product promotion has been unconsciously implanted. In short, there are many methods, which still need to be maintained by everyone. Don't let the old customers who have worked so hard to get here be lost in vain.

From a lot of marketing theory and practical experience, we know that the cost of developing a new customer is equal to the cost of retaining eight old customers. With the increasingly fierce competition in Taobao, the cost of new customers will be higher, so it is very important for big stores or small and medium-sized sellers to maintain the marketing of old customers, but it is imminent.

Third, summary.

Dear friends have said so much, do you want to try? Let me summarize it for you.

First of all, you should know the importance of old customers. If you always think that old customers are useless, you will never manage with your heart. If you don't manage with your heart, you will never do well in the field of old customers, resulting in worse and worse stores, higher costs and lower income.

Then collect customer information, make a detailed classification, and record the region, hobbies, contact information, etc. In order to facilitate our later promotion and seriously deal with each customer's information, because only by seriously dealing with these information can you get customer needs and customer characteristics from these information. According to these characteristics and needs, we can also do some targeted activities to attract old customers to buy in the store.

Finally, we use mobile phones, QQ groups, short messages, interactive platforms, emails and so on. Achieve the effect of interaction with customers. But pay attention to care first and find a marketing reason. If we usually send more blessings, then we should send a marketing message to customers, so that buyers will know that it is your store before doing activities. In addition, you have maintained a very good impression of the store before, which is likely to promote customers' entry.

In short, don't worry, carefully analyze, care with your heart, and stick to your faith. Success lies in putting all your ideas into practice!