Combat- secondary marketing subtleties retain old customers（战斗u2014u2014二次营销微妙留住老客户）

1、 Combat: secondary marketing subtleties retain old customers Research papers Download news: Whether visiting the forum, or to collect information on the major sites, we often see small sellers complain difficult to retain old customers! Xiao Bian open shop guidance as Taobao sellers have to say, is

2、to seize every data, spend the least cost to obtain the greatest return, then, how to do e-commerce it? Goal is to bring more new customers, bring brand marketing, retain more customers. secondary marketing is a good way to retain old customers, perhaps the “secondary marketing” should be called “bu

3、siness customer” is actually for the same customers in different times and in different places in different demand management. most sellers, the pursuit of perspective effects, at a variety of ways to change the picture of the true effect, became a false picture, virtually become false propaganda, e

4、xaggerated the effectiveness of the product in human senses and images make a big fuss, so to speak, this can improve the users turnover rate, but this will often cause the user in the psychological gap, it is difficult for your products and your store have a good image, so difficult for users to ch

5、oose you again, because he no longer believe you! So one should do secondary marketing must be secondary marketing principle. A secondary marketing principles: Customer loyalty must be built on the basis of customer satisfaction above, there is no customer satisfaction customer loyalty, which is the

6、 second marketing principles must be established in each store are not the same customer groups, women, cosmetics, baby Each store has a customer base of each store features, you must group characteristics for their customers to do marketing, should a move rarely eat day. Second, the various categor

7、ies secondary marketing process analysis: For e-commerce consumer behavior, we should have an important condition is to ask the company has a strong management system or CRM records management capabilities. Asked the shop conditional circumstances create detailed customer profiles: regional characte

8、ristics, behavioral characteristics, characteristics of the heart, understanding of customer needs change. previous series of conditions such as use of the product sensory shopping experience. Third, the process of analysis: 1, through the customer service chat, customer evaluation analysis of custo

9、mer points of interest: The key point is the marketing effectiveness of the customer needs to seize the customers point of interest. Resolve customer point of interest is to look at the best way to evaluate and chats, and do not rely on simple text mining software is recommended by the operators han

10、d to complete the team Its something that recorded chats customers in the evaluation and the issues raised. and targeted to solve here we maternal and child categories, womens category, cosmetics category, 3C category, for example, to explain exactly how They represent a large vertical categories, f

11、ashion big categories, large FMCG categories, durable large categories. maternal category is a vertical categories, including foods such as FMCG, also includes childrens clothing such a fashion consumer goods, as well as cots durables such a long period, therefore, in the commodity composition of th

12、is complex cycle, we can not simply use commodity consumption cycle, the customer buying cycle to develop marketing strategies, but first clear, each sub-category, the customer concern is what the various groups of customers (old and new customers), concern is what only solve various issues of conce

13、rn to the start point for the clients interests to go do marketing, such as maternal and child is in product categories, customers are more concerned about security issues, and maternity, customers are more concerned about quality issues. ladies fashion category is a category, customers are more con

14、cerned about size question whether the problem described pictures, clothing quality problems, which are available from the customer service chats and evaluation found, we can for customer questions, specifically targeted to do care. cosmetics category, customer care More Yes, it is not the real thin

15、g, is valid, and the applicability of the skin and so on .3 C categories, customers are often concerned about sales, warranty problem only concerns for these customers do optimization in order to improve customer satisfaction degrees, creating word of mouth spread and secondary marketing. 2, cut thr

16、ough the customer point of interest, for different buyers stratified Marketing: First, in accordance with the purchase frequency splitting customers, the 12.12 to 12.12 for new customers and repeat customers cut apart, and secondly, for new customers and repeat business, to consider integration, mul

17、ti-band integrated secondary data marketing programs: Thank SMS: For thanks to new customers, and release some Taobao coupons to encourage them to have a good experience when buying back for repeat business thanks to their long-standing support, but can take some similar mobile two-dimensional code,

18、 forwarded to friends coupons, etc. form to encourage them to bring more new customers, doubts: in gratitude after, followed by action is caring for a through analysis of the problems of buyers, purchasing different categories of customers for issues of common concern, to develop a Several categorie

19、s of Q and care programs, such as buy milk, food buyers are most concerned about the baby several times a day to eat, how to eat, something good, buy childrens clothes buyers will care whether dirt and other issues, these programs classification, the distinction between good by EDM, mobile WAP, Mess

20、enger and other forms, followed by a text message before the customer care, tracking, data analysis and evaluation: analysis and assessment of the main contents are: to stimulate the response rate, response rate and stimulate the natural back purchase rate control, a variety of different means of re

21、sponse rates to stimulate parallel-group, under different cycles of natural stimuli response rate repo rate control, crowd different periods under the orders of repurchase (buy what, so whats the content related sales ), characteristic analysis (distribution of various indicators), traffic analysis

22、(entrance through which the incoming, navigation path how the conversion rate how each point) 3, in the commodity price to make adjustments: The product is divided into drainage products, profits commodities, edge and potential of commodity goods, including drainage products for all categories, the

23、design characteristics of the whole network customers, profits cured product is what you want the main commodity groups, customer segments, edge product is poor sales, and the correlation, are very poor and old customers viscous products, the potential for the product is likely to grow profits commo

24、dities, drainage commodity in. should be noted that, clothing and other consumer goods, fashion short period, from a single product perspective commodities and profits drainage divide goods more difficult, more scenes with the other through the application form sets, making profit commodity matrix,

25、drainage products and edge products mainly used for various promotional activities (shops, Category, Taobao), and priority notification loss of customers to restore one of the price-sensitive people, especially once the crowd purchase only, less profit merchandise discounts for repeat customers buil

26、d a solid system, preventing bought two times and two times more than the loss of repeat customers, for different segments crowd, using a combination of different strategies and commodities, may restore lost customers, the day of purchase for 11.11 299 new customers every month thanks to text messag

27、es and send coupons, customers did not come back again to stimulate the flow of lapse of one month , five times the flow loop in which each voucher issued after 10 days, we do an assessment. a new group of customers, according to the point of purchase and care of different categories, subdivided into food, clothing, household goods, durable goods, such as different customer segments group, and then made for each customer group, thanks to coupons and caring three successive movements, over a certain time (eg 2 days) after making an assessment, and then make an assessment of the overall (u