Optical shop activity SMS

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? Do you need a lot of manpower, material resources and financial resources to do so much?

When we casually search with "glasses" and "glasses" on WeChat, we will find that there are many small programs, brands that we are familiar with, and well-known businesses, large and small. They are also in front of the action.

Some of them operate well, but most of them don't. Even if they do small programs, they don't know how to operate at all, and some of them give up idle after operating for a while 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 is not effective. They have been stepping on pits, one pit after another. I don't know how to operate it

The ultimate goal of operation is transformation, what transformation we rely on and what is the basis of transformation. It is nothing more than adding powder, keeping it and repurchasing it.

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. Only with powder can we operate and operate effectively.

Effective adding powder means that we don't add powder for the purpose of adding powder. Many operators and employees are working hard to complete the tasks assigned by the company, and more fans are not good for us. Because our glasses are not like ordinary department stores, everyone needs glasses. Therefore, we need to add powder accurately.

High interactive precision powder addition. 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 each front-line employee 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 very difficult).

Everyone's time and energy are limited, and so are our operators. This inaccurate powder adding may make operators waste most of their time and energy on fans who come from inaccurate KPI tasks, but spend less energy on fans who can really bring us transformation. The result can be imagined naturally.

Our fans should come from customers, consumers and fission users who enter the store. 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 we add user fans?

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

Now, 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 effect of our telephone short 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 the phone number. Yes, this is also a method of adding powder to keep it.

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

Yes, this is also a solution. Many companies and enterprises have done this in recent years, but we can calculate an account and provide each employee with a mobile phone. In addition to mobile phones, there are also mobile phone numbers and monthly telephone charges, which are 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 their jobs. Avoid employees leaving their jobs and take customers away.

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

Some merchants will send users an advertisement, a product and a sense of existence from time to time after adding users. The consequence of this is that users are likely to block you when they receive the information you send (this is the ideal best result). With the increasing number of our WeChat friends, all kinds of harassment information in WeChat are also 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 problem for 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, to whom should the content of healthy eyesight and preventing rapid increase of eyesight be pushed, and to whom should new fashion products be pushed? To achieve accurate push, the premise is to accurately segment our fan users and label them accordingly.

Some businesses are afraid of losing users, afraid to 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. However, when you want to operate well one day after a long time, users are not familiar with you, and the cost of operating unfamiliar users becomes higher and the conversion rate becomes very low.

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

For example, there are customers who have not bought and customers who have bought. 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 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 (remind users to clean and maintain regularly, remind users to clean at the store for free, and the time can be 3 months, 6 months, 1 year, or push once every 3 months). Push information to remind you then. It is necessary to clearly mark the customer's time here.

As long as the user enters the store, there is a high probability of becoming a regular customer, a regular customer, a repeat buyer, and even actively recommending it to relatives and friends.

The difficulty is how to know which ones should be pushed and when. Set labels in advance (for example, according to the cleaning time stamp, publish 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, feel free. What we need to do is how to remind users of us when they change glasses next time, and they can continue to wear glasses with us.

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

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

For the service with temperature, when the customer actively contacts you, 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. All this can be done with tools.

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

Of course, in addition to the above thinking, some optical shops also have some marketing promotion methods specifically for the optical industry. We can also consider learning from the fission gameplay of online shopping malls in some industries to realize user referral.

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 run independently without other components, and it can achieve twice the result with half the effort. In addition to these main 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 major sections of WeChat is gradually opening up and improving. As shown above, it is some simple links that we often use between several main parts.

WeChat official account, 10 years old WeChat official account has always been the carrier of WeChat content, and used to be the main place for fans to stay, 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, which realizes the realization of the transaction.

Wechat applet is a great weapon to realize transaction realization. Before the appearance of small programs, micro-malls existed in the form of web pages. After the user left the official WeChat account and left the mall, the mall entrance became deeper again, making it difficult to find the mall entrance.

Compared with the web version of the mall, the advantages of small programs are obvious. Up to now, the entry of small programs can be seen everywhere in WeChat, and the usage data of small programs in WeChat has been 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 video, the video number, as the carrier 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 applications, the interoperability of data has achieved 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, which requires a lot of manpower, material resources and financial resources. However, in the actual operation process, after cultivating the use habits of the store terminal employees, we will find 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.