Reflections on the private flow management of optical shops and the production and operation of optical small program shopping malls

Glasses, a high-priced and low-frequency industry, is it suitable for private domain traffic operation? What are you running for? What should optical shops do for private traffic operation? Is it necessary to make a small program? What else should I do besides applets? Does it take a lot of manpower, material resources and financial resources to do so much?

We use the "glasses" and "glasses" on WeChat to search casually, and we will find many small programs, brands we are familiar with, and well-known businesses, large and small. They are also ahead of the action.

Some of them are operating well, but most of them are not operating well. Even after doing small programs, they don't know how to operate at all, and some of them have been operating for a while, and they give up their idleness without any effect.

I believe that many glasses merchants, regardless of brand size and number of stores, have a heart to expand their business. When using small programs to do online user operations, the method does not work, and it has been stepping on pits, one pit after another. I don't know how to operate.

The ultimate goal of operation is transformation, what transformation we rely on and what is the basis of transformation. Nothing more than adding powder, keeping it and buying it back.

1. Reflections on the problem of "adding powder" in optical shops

Adding powder is not difficult to understand. The first and most important step of all private domain operations is to add powder, and our optical shop is no exception. With powder, we can operate and operate effectively.

Effective powder adding means that we don't add powder for the sake of adding powder. Many operators and employees are working hard to complete the tasks given by the company, and more fans are not good for us. Because our glasses are not like daily department stores, everyone needs them. Therefore, it is necessary to add powder accurately.

High interactive precision powder adding. Don't take KPI as the primary task, and don't add powder for the sake of adding powder (if we stipulate how much powder front-line employees must add every day, front-line employees seem to work hard to add powder to complete the task, and the data is good, but our operation becomes difficult).

Everyone's time and energy are limited, and so are our operators. Such inaccurate powder addition may cause operators to waste most of their time and energy on fans whose KPI tasks are inaccurate, and spend less energy on fans who can really bring us transformation. The result can be imagined naturally.

Our fans should come from customers entering the store, consumers and fission users. The user fission here is different from some common marketing/promotion fission.

Optical shops can make full use of the characteristics of physical stores, and the users who enter the store are just-needed users with high demand. They are not a question of matching glasses, but a question of where to match them.

Where should I add user fans?

In the past, we just left the user's mobile phone number, simple and rude membership mode, sent a text message to the user, and key customers could also call for care.

In the era of information explosion, mobile phones receive countless marketing messages every day, see strange numbers, and sometimes find that it is not people who call you, but AI artificial intelligence voice. This is a manifestation of scientific and technological progress. In such a big environment, the role of our telephone messages is weakening, which urges us to find new ways and methods.

You might say it's simple. Let's add the customer's WeChat and leave a phone number. Yes, it's also a way to keep it with powder.

But what should I do if I add the user's WeChat and use the employee's personal WeChat? Maybe you will say, this is easy to handle. Let's give each employee a work phone number and let them use it to add customer WeChat.

Yes, this is also a solution. Many companies have done the same in recent years, but we can calculate an account and send each employee a mobile phone. In addition to mobile phones, there are also mobile phone numbers and monthly phone bills, and the cost is not low. This adds a lot of costs to the operation of enterprises, which is also one of the reasons why many companies do not operate.

Can you save this expense? Yes (Enterprise WeChat)! And the effect is better than personal WeChat. When employees leave their jobs, they can transfer customers to new employees who take over their jobs and continue to maintain them. Avoid employees leaving their jobs and steal customers.

2. Thoughts on solving the problem of "retaining people"

Some businesses, after adding users, send users an advertisement, a product and a sense of existence from time to time. The consequence of this is that it is very likely that users will block you while receiving the information you sent (this is the ideal and best result). With the increasing number of our WeChat friends, all kinds of harassment information in WeChat are constantly breeding, and more and more users will choose to delete their friends directly after receiving such information. As a result, all our previous efforts on this user were in vain.

Indifferent push is a nuisance to most users. We need to push users accurately. For example, which users should clean their glasses and which users (children) should have their eyesight checked this month. For example, who should be pushed to the content of healthy vision and preventing rapid growth of vision, and who should be pushed to the new fashion products? To achieve accurate push, the premise is to accurately segment our fan users and label them accordingly.

Some businesses, afraid of losing users, dare not disturb users and remain silent. So, what is the role of adding users? Is it useful for users who stay like this? It may also lose the value of adding powder. At this time, fans are just a number.

Of course, the result is probably that I don't know how to operate it. But after a long time, one day when you want to operate well, users are already unfamiliar with you, and the cost of users who are unfamiliar with the operation becomes high and the conversion becomes very low.

What should we do at this time? Targeted and precise operation. Accurately subdivide users into layers, groups and labels.

For example: there are customers who have not bought it, and there are customers who have bought it. Simply put, for customers who have already bought, the focus of our recommendation is not advertising, product or brand promotion, but care.

How to label, distinction is the key. Precision marketing and personalized service. For example, buyers are divided into adults and children.

For adults, you can push the cleaning and maintenance service (regularly remind users to clean and maintain, remind users to clean at the store for free, and the time can be 3 months, 6 months, 1 year, or once every 3 months). Push information to remind you then. The customer's time needs to be clearly marked here.

As long as users enter the store, there is a high probability of becoming regular customers, regulars, repurchases, and even actively recommending them to relatives and friends.

The hard part is how to know which ones should be pushed and when. Set labels in advance (for example, according to the cleaning time stamp, issue 1 labels every month and push them to the corresponding users on 1 every month). It is necessary for the store terminal to carefully mark the customers.

3. Thinking about "re-purchasing" glasses

The nature of glasses products determines that this is a low repurchase industry. Adults, the degree of eyes is basically stable, and the replacement cycle is two or three years or even longer. The next time you change your glasses, it's very casual. What we need to do is how to make users think of us when they change their glasses next time, and they can continue to wear glasses with us.

If the customer is far away from our store, can I complete the optical matching process online? For example, users choose glasses online in the mall and contact customer service to check the last glasses data. Another example is whether you can recycle the old glasses of this brand and do trade-in activities. Our glasses here can be recycled and replaced with new ones (many adults have changed a lot of glasses, and many old glasses may be piled up at home), which can solve the problem of replaced glasses and improve the user's viscosity to the brand.

For customers with children wearing glasses at home, we provide one-on-one service for such users, regularly remind them to check their eyesight, publicize the knowledge of myopia prevention and control for parents, and help parents.

For the service with temperature, when the customer contacts you actively, you should be able to clearly know the relevant information of the customer, when to wear glasses, how many degrees, what model to buy and so on. These can all be done with tools.

The personalized service operation mode that values health service, efficient interaction and follow-up companionship seems to take a lot of time and seem inefficient, but high conversion makes seemingly inefficient work more efficient.

In addition to the above ideas, of course, there are some optical shops that specialize in the marketing and promotion of the optical industry. You can also consider learning from the fission gameplay of online shopping malls in some industries to achieve user recommendation.

4. Thinking about the private domain operation of the WeChat ecosystem.

Our common official WeChat accounts, applets, video numbers, and corporate WeChat are all very important components of the WeChat ecosystem. The positioning of several major components in the WeChat ecosystem is different, and each component is complementary. It is difficult to operate independently without other components, and it can achieve twice the result with half the effort. In addition to these major sections, there are also search and WeChat payment that we often use, which is of great help to the operation.

With the development of technology, the data exchange between several sections of WeChat is gradually opening up and improving. As shown above, it is some simple links between several major plates that we often use.

WeChat official account, 10 years old, has always been the carrier of WeChat content, and was once the main foothold of fans, but it had to rely on the "micro mall" to achieve it.

The mall itself is not the realization function of the official WeChat account, but the ability to link the mall provided by the official WeChat account to realize the realization of the transaction.

Wechat applet is an excellent tool to realize transaction realization. Before the appearance of small programs, micro-malls existed in the form of web pages. The user left the official WeChat account, and after leaving the mall, the entrance to the mall was deep, and it was difficult to find the entrance to the mall.

Compared with the web version of the mall, the advantages of small programs are obvious. Today, the entry of small programs can be seen everywhere in WeChat, and the usage data of small programs in WeChat is constantly rising.

At present, there are more than 500 million daily users of applets, and 500 million people have used applets at least once a day.

Video number, video number was born later than applet, but it developed much faster than applet.

With the rise of short videos, the video number, as the bearer of video content, echoes the traditional graphic content in the official WeChat account.

In terms of Unicom, the video number is also linked with the official WeChat account and applet. It is a mutual data channel in commodity, transaction, live broadcast and drainage.

Enterprise WeChat is a special operation tool integrating internal management and external marketing in WeChat ecosystem.

Although enterprise WeChat and personal WeChat are two independent apps, data exchange has made no difference between micro users and friends.

Employees use corporate WeChat to send messages to users, and users receive messages and reply messages on personal WeChat. On the user side, they are friends of the company logo.

In addition to the above, we also search, search content, search products, search brands, search applets and so on. Wechat payment is insensitive on the user side, but it also has many marketing functions, such as issuing coupons after payment, automatically reminding when coupons are about to expire and so on.

The operation of private domain traffic in WeChat ecosystem seems complicated and requires a lot of manpower, material resources and financial resources. However, in the actual operation process, after cultivating the use habits of store terminal employees, it will be found that the operation is not so laborious.

As for how to cultivate the habit of using the terminal, this is a difficult point. Different managers of each enterprise, different degrees of attention, and different understanding and cognition of each link will have an impact on the operation effect. Perhaps it is these uncertain factors that make our operation difficult and the results of operation vary widely.