The underlying logic: the store is the entrance of traffic
The upgrade of the store experience determines the customer’s stay time and touch points, and both the stay time and touch points determine your drainage opportunities and embedded points of diversion. Whether it can successfully attract customers, requires a complete mechanism.
Observe carefully, many offline physical stores are already using private domain tools to grow. There are many methods and methods, and they are very flexible. There are several common and effective strategies. One is preferential policies, adding discounts, sending coupons, reducing or exempting, etc.; the second is free guidance and consultation; the third is free delivery.
The biggest difference between a physical store and an online store is the experience. From the perspective of human nature, the most direct experience comes from the senses, vision, smell, touch, hearing... The design of the experience upgrade is divided into two categories as a whole, one is hardware facilities, and the other is soft environment (service perception).
To put it bluntly at the executive level, it is the combination of decoration (features, details, culture) and the professional quality of service personnel. It is good to grasp a principle for the improvement of these two aspects - any place that can be touched by the above senses, and places that can be optimized well. optimization.
If you are limited by funds, you can simplify the upgrade of the store experience, but the store must be clean, tidy, and planned in an orderly manner. In terms of service, it is very dependent on manpower and requires systematic training. In terms of dress, grooming, reception, language skills, affinity, etc., Haidilao is a model entity. Experience and learn more and learn from each other's strengths.
The only thing that needs to be reminded is that during the service process, you can find a good time to cut in through the words, guide the scan code, and divert the private domain. In this work, as long as the store staff have this awareness, the best practices can be tested soon (one week is a cycle), and they will be shared and summarized every morning and evening. Then edit this practice into a case, formulate it into a standardized workflow, design a reward mechanism, and explore, optimize, and iterate with all staff.
At this stage, small-scale enterprises (shops) do not need to rely on system tools, but do it manually, which is more intuitive and has a clearer feeling.
2. Drainage path design
After the store experience is upgraded, it is necessary to start the layout, that is, the path design of drainage. The path design is actually looking for a handle for drainage . We have been emphasizing user portraits. In fact, there are also portraits in the drainage path, and in this path, user behavior portraits are more important. This model needs to collect data and information based on the actual situation of your physical store.
The user behavior portrait mentioned here refers to the big data of the behavioral trajectory of customers from entering the store to leaving. In layman's terms, where do customers first look after entering the door, which direction to take the first step, where will they stop, and what direction will they go? What products are you interested in, what questions will you ask the waiter, and when will the waiter intervene...
After establishing this model, it can not only provide a reference for the operation of the gripper setting, but more importantly, in terms of the drainage path, we can artificially control and design it (think about the path when you go to some scenic country email list spots, There are also some shopping malls for people to guide the path).
To put it simply, the promotional materials at the entrance of the store are the first entrance. The path after that can be deduced according to user behavior and so on. The following poster can be designed with a sense of design and spread gimmicks, but unfortunately, there is no entry for attracting traffic. If the store owner imports these customers into the private domain, he will keep the circle of friends updated every day, build groups and do interesting activities appropriately, and users will continue to The behavior of repurchase will be constantly aroused.
3. Contacts undertake embedding
First Entrance: Front Foyer
The store signs, posters, and welcome water signs at the entrance of the physical store will give customers an intuitive feeling and impression at the first time. If the business of the physical store is not good, the door will be lost. What kind of creativity do you need to use to attract attention and make people stop? Take photos, scan codes and even share and spread...
Observe carefully, at least 90% of offline stores have not made good use of this entrance. Business is good? Customers need to wait, what can we do with this waiting time? The same logic, making full use of the user's waiting time is the window of boredom (the essence of Focus Media's elevator media is to use the audience's boring time to create value for users). These all need to be planned and designed according to the actual situation of the physical store.
Second entrance: staff
After the customer enters the store, how does the staff greet, how to guide, when to add WeChat, add a public account or an enterprise account or a personal account, what are the reasons, there is a need for opportunities, or it needs to be designed according to products/services. I generally recommend using the official account, which is essentially content precipitation, and will be distributed after the traffic is large.
In my past practice, the core functions of the official account are also these two points, which are used for content display (marketing material precipitation) and undertaking distribution (one number QR code). Moreover, the functionality and scalability of the official account will be better.
Taking Baiguoyuan as an example, the customers of their stores basically follow the official account and then register as members through the shopping guide, and then join the small program in the official account tweet. Users click and jump to the small program through the content of the official account. program. The only thing you need to do here is to train your clerks, let them test based on the above data, and then summarize and share to form a set of standard procedures.
The third entrance: payment link
After the store transaction is completed, what needs to be designed is how to get customers to come back. This is the core logic. In one sentence: Give your customers a reason to come back. (Follow the official account/add WeChat for discounts, coupons, full discounts, etc., depending on the product and service)
The above three entrances are actually a cooperative process, and there is no need to repeat them, so as to avoid customers’ disgust and heavy fans. If one link is not added before entering the next link, there is always a link that touches customers. However, when actually doing it, it must not be limited to the above methods.