Takeaway shop redeems SMS template.

The same is true for takeout. Why does the store next door order 1000+ every day, while your store only has 50 orders?

Many bosses follow suit and engage in full reduction activities, resulting in more orders, but they lose tens of thousands of dollars a month. Why? It is said that a good takeaway shop saves rent and labor. How can others make money and I lose money? ?

Takeaway operation is actually skillful, and it is definitely not blindly following the trend. If you want to do a good job of take-away, you must master the correct posture and skillfully avoid the misunderstanding of take-away management, so as to truly achieve profitability. Next, this paper summarizes the high-frequency problems encountered by 15 bosses in the process of take-away operation, hoping to help everyone.

1, penny routine, can it still be used now? ?

In the past, many merchants set up such routines, such as eating hamburgers and fried chicken for a penny, the first penny and the second original price. After customers place orders, add them to the shopping cart, and they will find that the actual price paid is around 27 yuan.

In fact, such a little preferential activity is completely unattractive to customers. And it will also restrict customers from eating two copies of the same product alone, so will customers be happy? Either it must be a dual user to place an order, but the restrictions on customer groups are also high. Then what should be done correctly? It is suggested that bosses make drainage products and explosive packages, which is the key to the profit core of the store.

2. Is it effective to like the template?

Many bosses will use some online praise templates in their customers' comments, but in fact, young users are already very good at playing. If you still reply to comments in a regular and rigid tone, customers will generally not read them at all.

Comparing the above two reply methods, we can see the obvious gap: the rigid reply on the left is meaningless to customers who pursue novelty and fun. ?

We should know that the purpose of replying to customers is to interact with customers and improve stickiness, so bosses must jump out of the mode and thinking of replying to praise templates and interact with customers! ?

3. What if the order conversion rate is not high enough? ?

If you think that the order conversion rate is not high enough, you will make up for it with activities, then it is all wet! ?

In fact, the order conversion rate we usually see is divided into three steps:

The first step is to increase the conversion rate, that is, customers add dishes to the shopping cart. This step is the most customer loss step. Basically, 70% of new customers and 50% of old customers will leave at this step. The key to this step is your menu, followed by the score.

The second step is to settle the conversion rate. Whether the customer will click on the settlement after adding it to the shopping cart will also affect the menu, as well as whether the activity threshold of the store is reasonable, whether the customer can easily make up the order, and so on. ?

The third step is to pay the conversion rate. This is the key to the scale of store activities. At this time, all activities are superimposed, including the reduction of distribution and the reduction of various new customers. Only in this step can he know how much discount he has enjoyed. ?

Therefore, when bosses usually set the intensity of activities, they will find that the single volume growth is not obvious. The main reason is that the store plus activity is only added to the third step, but the customers in the first two steps have been lost! ?

4. How can we catch users quickly? ?

According to the latest data of Meituan Takeaway in 2020, it takes only 36 seconds for customers to leave the store after opening the takeaway app to order food. ?

So for every business, the time for customers to look carefully is only 3-5 seconds. If you can't catch customers in such a short time, the conversion rate of customers' purchases will be very low. The most frustrating step for customers after entering the store is to improve the conversion rate. Basically, 75% of new customers will be lost in this step. How can we catch customers? There is no other way but to make a good menu.

5. How can we create a takeaway menu with high conversion rate? ?

The menu determines the loss of 75% customers. Want to make a good menu, mainly divided into the following five steps, the order can not be reversed, and are indispensable:?

First of all, change your product design and set products according to customers' needs;

The second is the positioning of products;

Third, how to balance the product and price structure and how to match the needs of customers;

The fourth is the layout and arrangement of the overall menu structure;

Fifth, the selling point and combing of dishes, the design of menu map and the decoration of the whole shop.

After these five steps are completed, the menu we usually see will be presented. ?

6. Is it feasible to directly copy other people's activities? ?

One of the misunderstandings that many bosses are prone to fall into now is to copy what others have done well, but the effect is often unsatisfactory. Mainly because of the iceberg theory, we see that what others have done well is just the tip of the iceberg.

In fact, there is a lot of logic under the whole iceberg, which is a complete system. If you only copy one, but the other movements don't keep up, naturally it won't produce too many good effects. ?

7. How to choose the takeaway package? ?

When making take-away packaging, the boss should consider from the following four angles, which are often ignored by many businesses.

First, from the customer's point of view, is it convenient for customers to drive and is it better to keep warm when collecting meals?

Second, from the point of view of merchants, how should the cost be controlled and how should the packaging efficiency be improved?

The third is the rider's angle. Is the food in the lunch box delicious?

Fourth, packaging design and brand communication.

8. 18 kinds of take-away activities, how to match them most effectively? ?

Many merchants think that the richer the activities, the higher the ranking traffic of stores, which is a big operational misunderstanding. In fact, the more activities the better. When setting up activities, we must be friendly to customers and have customer thinking, and customers can feel that the most direct and favorite activities are the most suitable activities. So what activities do customers usually like best?

The data shows that the customer's favorite activity is full reduction first, then reduction, then membership, and finally discount. In fact, many customers are not sensitive to other activities at all, as long as the activities that the store chooses to match are the most sensitive and favorite activities of customers. ?

9. What is the most valuable function of kangaroo store manager? ?

Many bosses are using kangaroo store manager, but in fact, its most valuable function is that you can see the hot search words in your city, the hot search words in your business circle and the keywords that customers can search your store.

This is where the kangaroo store manager can really use it. If the boss is the person in charge of a brand or city, he can also look at the hot search words in his city and see what opportunities his brand direction and product direction have. ?

10, how can store traffic be better than other stores? ?

The ranking rules of Meituan platform have been updated, and bosses only need to grasp the following three key nodes. ?

First, the instant order, the take-away platform will grab and put it in front according to the current time period, the number of shops entering the store or the number of shops entering the order. At this time, the platform will default that customers like your store, and your service ability is better.

The second is the recent single volume trend. If the recent single volume growth trend of your store is benign, then the exposure trend will also increase.

The third is the comment score. The take-away platform will judge whether the merchant can really serve customers and create a good experience for customers from the comment score.

As long as the bosses grasp these three cores, your family's traffic will be better than other families. ?

1 1. Is there any chance for a pure takeaway shop? ?

Why are many bosses not optimistic about the future development trend of pure takeaway shops? Today, I'll tell you an inside story: Meituan will grade merchants, but the traffic support of different grades of merchants is different. ?

First of all, when the platform is pushed, in order to make the customer experience better, stores will be divided into four categories:?

Class A stores refer to stores with particularly strong online operation ability, high conversion rate, large volume and good offline reputation, service ability and taste;

Class B stores refer to those that are not good online and good offline;

Class C stores are very good online, with a very high volume or even a million stores, but there are no offline stores;

Class D stores are those that are not good online or offline. ?

At this time, the platform will give priority to the distribution of traffic to Class A stores, followed by Class B stores. The purpose is to make the food eaten by customers safer, more hygienic and better overall experience, rather than saying that brands can be built only by online traffic and fancy marketing. The platform will not promote such a store because it is not friendly to customers. So, do you think there is still a chance for the pure takeaway shop now?

12. Is it effective to set the collection for drainage products? ?

Bosses should not blindly follow the trend and set drainage products as collectibles. They still think the effect is quite good, but it is not. ?

After some merchants directly changed the collection to drainage products, the order conversion rate became higher. Because the core purpose of making drainage products is to attract customers to join the shopping cart quickly, so that the conversion rate of orders will be high, but bosses set a threshold-you can't buy directly, you must collect it first. Once you make this request, and your product has a low sense of value, the customer will walk away directly. If you must collect it, you can return the coupon, but don't set any threshold for drainage products! ?

13. What should I pay attention to when setting drainage products? ?

First, there is no threshold to prevent customers from collecting;

Second, it is valuable. Many stores make rice, mineral water and drinks into collectibles, but in fact, the sense of value is not high for customers, because its value is only two yuan, so we must choose drainage products to make customers feel cheap before placing an order;

Third, the actual payment price must be low. Don't make that kind of purchase for a penny, so the customer actually pays a high price, so the customer will leave. ?

14. How can we improve the actual delivery? ?

For example, how to improve the take-away payment, the four stores under this brand have made the take-away payment from 400,000 to 654.38+0.25 million. ?

Divided into 9 steps:

① Change the product design on the production line;

2. Change pricing;

(3) changing activities and their collocation;

④ To calculate the online profit and loss model, we must first ensure that the online paid-in gross profit margin reaches the standard after a set of pricing and activity match.

⑤ Menu structure planning;

6. Do a good job in brand positioning, open the gap with pure take-away stores, and not fall into price competition.

⑦ Optimize the offline movement and shorten the delivery time.

8 shorten the packaging time.

⑨ Changes in the organizational structure of the takeaway shop, including posts, responsibilities, processes, standards, incentives and promotions, continuous training and internal co-creation. This is a very important link that bosses tend to ignore.

After this whole set of actions is completed, the take-away revenue can achieve a good result. ?

15, how to design the packaging to quickly launch the explosion? ?

We often find that many bags can't be sold or exploded. Why? ?

The reason is that many merchants match staple food A with matching products B and C, and then match staple food A with matching products B and D, and then the difference in customer unit price may be only 1-2 yuan, which leads customers to finally not know how to place an order, and at the same time, the sales of all packages are particularly even, the explosive packages are delayed, and the order conversion rate is relatively low. These are the easiest misunderstandings in packaging design!

These are common misunderstandings summed up in the actual operation process and dry goods operation. I hope that bosses will not be confused by appearances in the future and look at takeout more rationally and comprehensively. Only by re-establishing a correct understanding of external sales and interlocking all operational links can your store truly stand out.