Planning scheme of CRM activities in Taobao shop

Shop activity is the most commonly used and important part of almost all online shop operation means. Now you can find a variety of activities in any online shop. Friends who have never done shop activities may have to ask, how to do Taobao shop activity planning? What's the point of doing shop activities?

first of all, we must be clear about the purpose of doing the activity. Do sales, brand exposure, old customer maintenance, drainage to increase new customers or other activities, different purposes, planning and promotion are different. And targeted can be more accurate and effective, more attractive, lower threshold, and better activity effect guarantee.

The main significance of store activities is to improve brand influence and store transformation. Store activities are a manifestation of store vitality and a way to maintain old customers and develop new customers.

The function of store activities:

1. Interact with old customers;

2. increase the exposure of the store;

3. Let new customers better understand the store's marketing model and main promotion direction.

Shop activities are equal to human metabolism. Good shop activities can help you retain your target customers, and of course, it is also the most direct way to interact with your customers.

We have also talked with many shopkeepers. Some friends who are engaged in shop activities have basically cast a net for a series of promotional activities, and rarely think about these issues before the activities. In fact, most sellers are still in the initial stage of full reduction, full delivery and package. Is there any good activity form to share with our sellers and friends? Especially for different activities.

Common promotion methods: giving (subtracting) XX when it is over XX; Add XX to send XX; X-fold, clearance, season change; Buy XX and send XX; Redemption of points; Issue discount coupons; Lucky draw; Scratch the prize; Original price XX, current price XX, etc. Did everyone get dizzy? Therefore, I suggest simple, no more than two preferential schemes, and avoid too complicated preferential schemes, which will increase the burden of customer service and the jump rate.

category activities, as well as store dynamics and various dynamics, as well as various third-party activities, so in-store activities need to conceive their own themes. A good theme activity is better than a simple discount. Excavate the selling points of products, commodities suitable for collocation, and current affairs hotspots, and we must combine the different characteristics of each category to do activities. I also want to remind sellers that the activity must be easy to implement, that is, to land and give up those things that look beautiful. If the product itself is relevant, it is also good to do a series of theme activities. I prefer to have a * * * with customers. Personally, I suggest that each activity has a big theme, and then there are some sub-themes in the small section that follows.

what do you need to do to plan a store activity completely? (time, product, inventory, customer service, old customer notification, etc.)

Product selection:

① It must be a seasonal product. We don't have to worry about this in lighting, but we should pay special attention to the categories that change seasons faster, such as clothing;

② is a hot-selling product in the store. I believe everyone understands this;

③ choose the potential stocks in the baby. This is very important, and how to find potential stocks is a problem worth discussing.

the potential baby can be obtained by combining data analysis, such as comprehensive analysis of products with long average visit time, high click-through rate, large consultation volume, high collection volume, rapid sales growth and low jump rate. Finally, the conclusion is: the products in the event must be cost-effective, because there are still many problems to deal with after the event.

team preparation, promotion resources, promotion methods, design creativity, copywriting and effect estimation.

it is also very important to promote sales, which should give customers a sense of time urgency: ① ladder promotion, the sooner you buy, the cheaper it is; 2 limited time spike, limited time discount, limited time group purchase, etc.; The more people buy, the cheaper it is, and encourage buyers to call friends and friends to buy together.

② customer service can also send a group of Want Want messages or send short messages to inform old customers during the warm-up period;

③ Personally, if the store has done a series of activities before, we can make some sales estimates on the day or during the activity before the warm-up period;

④ if there is an estimate, the warehouse can be better prepared, and the best-selling products should be packed and classified in advance.

the price should have a gradient, generally three low prices, three customers can see the cost performance ratio, three normal prices, and one must be high; This is to build cannon fodder products, highlight what you want to sell, and let buyers pay the bill.

what should I pay attention to when planning activities again? How often do you have activities? The price is discounted during the activity. How to take good care of old customers? )

First of all, activities need not be too frequent, such as changing seasons and festivals. If there is a discount, you should look at the price of the best-selling family in the same category. If it is a similar product, the price must be attractive, and then set it according to the ability of the store. For example, on the Double Eleven, you can let the shopkeeper have activities in the store, with a 5% discount on the whole audience, and then a full reduction or something. The time node for doing activities depends on the category and product market. For example, our family sells high-grade silk sets of eight, so we may have more activities during the wedding season. Of course, we will have a big theme activity, and of course we can't escape the wedding, and then we will do the activities step by step and finally push it to a climax.

several points of operation activities ①. sufficient user research; ② Detailed and executable scheme; ③ Division of labor and cooperation among teams; ④ Preparation of materials; ⑤. Control of time nodes; 6. Grasp the rhythm; ⑦. Prepare a backup plan; 8. Answer questions and deal with bugs and complaints; Pet-name ruby. Activity results show, connecting the preceding with the following. How often do you have activities? Take cosmetics as an example according to your own situation. Activities can focus on the product cycle, whitening, sun protection and hydrating, according to the season, or according to the use cycle. Clothing categories are also, new, clearance, membership month and so on.

how to take care of the old customers after the discount depends on everyone's thinking, and there is a bottom line for you. For example, old customers can enjoy special prices, and at the same time, they can also enjoy gifts or extend the return and sale period of products (for some durable products such as 3C digital products). Personally, I suggest that during the activity, the price has been very tight, so it is better to reflect the VIP treatment of members from the service and some added value.

The rhythm of the activity still needs shopkeepers to analyze their products more according to the market situation. Most shopkeepers are crowded with festivals to do activities. Although the traffic is larger than usual, it is a day when everyone comes to grab cakes, so you will naturally get less. The rhythm should also be combined with the customer unit price of your own store. If you are in the middle and high-end crowd, it is not appropriate to discount frequently.

There are also some social hot topics, or some event marketing activities during hot periods. For example, I like Leslie Cheung very much. On the anniversary of Leslie Cheung, I did a full-court "commemoration of my brother" activity. That is to say, everyone can live a little longer, and take out what they think is a good time or a memorable day as an activity and share it with customers. I think, as an e-commerce, we should emphasize sharing in the team. For consumers, we should also pay attention to humanized sharing and interaction in the process of making profits. You come up with these unexpected ideas, especially when you cater to some customers who think the same as you, you will shine.

on the one hand, doing activities is to sell more, on the other hand, we should pay attention to our customer unit price and conversion rate. Oh, don't make a fuss about the price. It would be better to be creative. Creative activities can be used as an excessive way to promote sales. It makes consumers feel more comfortable, and it also makes the store more emphasized. Now most consumers in Taobao are still young people, and young people like fresh and interesting things. When setting up activities or discounts, remember to think more about it yourself. If you don't think it's worthwhile, how can you expect buyers to pay the bill? This kind of activity is not as good as doing subtraction, which is not effective and wastes people and money.