Operational strategy to improve repurchase rate

This set of rhetoric seems to be correct. The cost of online customer acquisition is getting higher and higher, and it is increasingly difficult to increase online users. Existing users are very important to us. At this time, it is very important to improve the repurchase rate of existing users.

Many products, users have not come for a long time. In order to activate users, they will push coupons or promotions again, which may lead to a second purchase. The user recalled and improved the repurchase rate. For example, the SMS recall of Luckin coffee is very good.

How to improve the problem of low repurchase rate?

If users buy again, there are only two situations: buying our products or buying competing products.

Therefore, in the process of repurchase, the basic methodology is to increase the replacement cost of users.

Here are seven ways to improve users' repurchase.

Value reservation is to reserve a hook for users' secondary consumption.

For example, some tea rooms will provide customers with tea storage services, and some hotels will also provide wine storage services.

Value reservation is the underlying logic, that is, the user can put the value in your position in advance, and you can help him manage it.

Generally speaking, you can think of it as a trust company. You are a hosting company, and you can't finish the user's work at once. I'll leave them with you and pick them up next time.

The reason is simple, but it has something to do with industries, products and users. Theoretically, all products and industries can be preserved through value preservation, but we must study it carefully, not just use it when you bring it, but find the most suitable method in this logic.

The method of membership value is membership system.

Members are equivalent to a stable light asset of merchants, which can be seen and grasped!

The return rate, repurchase rate and arrival rate of members are twice or more than those of ordinary customers. Usually, the income generated by members may account for more than 80% of the whole store.

Generally speaking, there are two principles for establishing a membership system:

Layer satisfaction refers to providing different products for different types of users at a certain layer.

That is to sell as many products as possible to the same group of people.

For example, the tiger pounce anchor is some straight men who like sports, and it can sell tickets, sports shoes and a series of related products to this group of people.

User growth refers to the implantation of user growth mechanism in the product system, which stimulates users' high-level sense of belonging and makes it difficult to leave.

For example, Keep provides a good user growth system. It will tell users how many days they have been exercising continuously and what level they have reached. Such a user growth system will bind users and make it difficult for people to leave.

The network here refers to interpersonal relationships, influencing behavior three times and transmitting information six times. Social interaction has network effect.

For example, WeChat is a product with network effect. The more users use it, the greater the value to other users. The more friends a person has, the harder it is to leave this product.

But the network effect is not just a form of social interaction.

For example, in any language we learn, the more people we master, the more valuable this language tool will be.

The memory of user experience is determined by two factors: the feeling at the peak and the feeling at the end.

Therefore, if you want to leave a good impression on the user and make him more likely to experience the product next time, you must design the link that the user leaves with special care.

The law of peak time is somewhat similar to that of surprise time, but there are still some differences.

The difference is that the "law of peak and tail" is the ultimate cool point. Even if the experience in the process is not very good, when you are about to leave, this experience will reach its peak (cool point), which will eliminate the uncomfortable points in the process.

Everyone has heard the example of IKEA many times. When you enter a shopping mall to choose goods, you may not find what you want in the middle. The whole experience is dull, and there is nothing to surprise you. But in the end, when you go out, you can buy an ice cream at their door for 1 yuan.

It would be great to think about how you would feel if it were you. Next time, if you want to buy something, go shopping at IKEA first.

Making users form habits should be one of the most effective ways to improve repurchase. How to make users form habits?

Under the premise that users have basic desires for products, users can form habits in the following three ways.

With the repeated reinforcement of hints and rewards, a strong sense of participation and desire appeared, and finally habits came into being. At this point, the brain does not need to be fully involved in decision-making. Unless you can find a new habit, the habit pattern you have developed will be automatically implemented.

For example, why do headlines make you addicted?

Today's headline advertisement: No matter what sentence is added in front, there are five words behind it: Look at today's headline.

For example, take a break today and look at today's headlines; There are so many people in the car today, look at today's headlines; My boyfriend came to see me today and read today's headlines. Today is so boring. Look at today's headlines. The purpose is to make users get into the habit of reading today's headlines when something happens.

If you want to solve the problem of low product repurchase rate more effectively, you may wish to look at these seven methodologies.

According to different industries, products and needs, targeted marketing methods should be adopted to better improve the repurchase rate.

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Related Q&A: What is the product marketing strategy? Marketing strategy is a process in which an enterprise takes the customer's demand as the starting point, obtains the information of customer's demand and purchasing power and the expectation of the enterprise according to experience, organizes various business activities in a planned way, and provides customers with satisfactory goods and services through coordinated product strategy, price strategy, channel strategy and promotion strategy, so as to realize the enterprise goal.

Marketing competition strategy

1, directly compete with competitors; This strategy is mainly applicable to the situation that the enterprise has strong competitive strength, the strength of enterprises in the industry is equal or the strength of the enterprise is slightly better, and the requirements for enterprises are of course high.

2, making it difficult for competitors to fight back; That is to say, taking some measures and means is that competitors can respond only after they are in a failed or passive inferior position, which requires high strategy, innovation and technology of enterprises, and the feasibility in reality needs to be considered.

3. Competitive strategy of winning without fighting; Mainly according to the characteristics and specific circumstances of the industry, we take some strategic ways to force the other party to surrender and make concessions, and take some competitive means to force the other party to withdraw from the field or industry.

4. Strategies for cooperation with competitors. This method is feasible, and it is a good medicine for enterprises with similar strength and seeking common development, which can not only achieve a win-win situation, but also enhance cooperation and realize corporate profits.

Related questions and answers: What are the marketing strategies? Common marketing strategies should have the following nine kinds, let's illustrate them one by one.

1, emotional marketing strategy

2. Experience marketing strategy

3. Implantable marketing strategy

4. Word of mouth marketing strategy

5. Activity marketing strategy

6. Attach a marketing strategy.

7. Hunger marketing strategy

8. Threatening marketing strategy

9, member marketing strategy

When an enterprise wants to increase its turnover, its marketing strategy comes out. You must have seen too many marketing strategies in your daily life, but you may not pay much attention to them. take for example

1, emotional marketing strategy:

Diamond advertising language: diamonds last forever, and one lasts forever. Who doesn't know that diamonds are carbon, but which girl doesn't want one when she gets married? Which boy can get away with this diamond ring when he gets married?

Emotional marketing strategy is used to target young people who are about to get married. I really admire this marketing guru.

2. Experience marketing strategy:

When we go shopping, we can always see the Apple Experience Store. When you experience a product, do you just miss it? You can't get through this unless you buy it.

3. Implantable marketing strategy:

When watching TV series, can we always see some brand implants, such as vanilla nut implants in to the sky kingdom?

4. Word-of-mouth marketing strategy:

Word of mouth marketing should promote Haidilao. Whether in Weibo or Zhihu, we can all see that after a period of time, Haidilao's marketing meeting was hotly searched.

5. Event marketing strategy:

For example, Durex teamed up with various brands in a thank-you advertisement in one year.

6. Attached marketing strategy:

For example, Mengniu is the industry leader, Yili is, and Maotai Wuliangye belongs to Maotai.

7. Hunger marketing strategy:

Needless to say, both Xiaomi and Apple are in use.

8. Threatening marketing strategy:

This strategy has been used in Man Ting for many years, and it has made Man Ting sell well all over the country by using mites to harm advertisements.

9, member marketing strategy:

This is as big as Xibei, Haidilao and other catering giants, as small as street restaurants. We won't go into details.

Marketing strategy is used well, and accurate users can't run away. If you are worried about marketing strategy, you might as well think about it from the customer's point of view: "Which card can the enterprise play and the customer can seize it?" After all, marketing strategies can increase turnover.