How to do online and offline integrated marketing in home appliance shopping malls
Affected by the epidemic, China's home appliance market has experienced a growth stalemate, and most of the physical businesses in the market have been impacted. However, online shopping malls have bucked the trend. Consumption scenarios such as live streaming, community group buying, and home delivery are gradually accepted and loved by people. Simply doing offline is no longer the future development trend. If you want to keep pace with the times, you must combine physical stores with online operations, and open up online and offline sales channels. Only then can you mention the overall revenue of the store and how to do well online Online and offline joint marketing?
1. Preliminary publicity
- Online channels
①Nearby Mini Programs
The brand of the store, the online time, and the weight of the store will definitely affect the ranking of the applet. The higher the ranking, the greater the probability of being searched. In addition, the nearby mini-programs will also be automatically pushed to nearby users within 5 kilometers, so that more users can see them, so as to achieve store drainage.
②WeChat: Merchants can share and disseminate small program codes, product links, etc. in the community, and use coupons to stimulate users to actively share, so as to attract new customers.
③Public account tweets to attract traffic
For businesses with official accounts, they can use official account tweets to push popular science content or marketing activities to users, so as to achieve drainage.
④Using the self-media publication promotion and self-media live broadcast platform: make advance notice and publicity.
⑤Moments advertising: precise delivery and targeted marketing. Can increase local influence.
⑥Service Notice
Merchants can open official account template messages, mini program template messages, SMS notifications, etc. in the backend of the store, and merchants can push messages for users in the early stage of the event to achieve user recall.
⑦Offline scan code
Merchants can put up posters in stores, place mini-program codes at cashiers, and guide users to scan the codes to enter.
- Offline channels
① Community home publicity: This is the most direct and effective means of operation.
② Leaflet: The design of the leaflet should be clear at a glance, and the theme of the event should be clear and prominent.
③Newspapers and news media: Propaganda should be carried out within one week before the start of the event, and it is recommended to focus on propaganda.
④SMS on mobile phone: It can be sent by positioning, or through the membership marketing system to accurately select the target group and send it.
⑤Publicity of physical stores: recommendation of shopping guides, notices of relevant activities posted in stores, etc.
2. Follow-up publicity
During the event, more photos of the event need to be taken for publicity, which can be used for follow-up publicity on the circle of friends and the public account, to expand the influence, and to attract more users to participate in the follow-up.
Online and offline joint operations
The traffic has been drained, and the next step is to convert and increase the unit price of customers. How do we need to realize and harvest this traffic?
Due to the particularity of the electrical appliance industry, the target customer groups that attract traffic basically appear in the form of discounts, specials, etc., and they expect to buy after experiencing the physical store. Different dimensions such as the service attitude of the service staff and the price of the product stimulate consumers to consume and shop.
In general, new customers and traffic are obtained online through various promotion methods and preferential methods, and then consumers go to the store for consumption and shopping. In addition to online purchases, it will also increase the number of products purchased in stores, and increase the number of store visits and transactions. and transaction price.
3. Building reputation
Consumed customers can share their shopping experience and relevant comment content through the platform and share them in the circle of friends with one click. They can enjoy exclusive discounts or gifts, so as to stimulate consumers' motivation to share shopping and achieve a kind of "use my discount" social network Word-of-mouth marketing effectiveness.
4. Delivery service
According to the order scenario, it is mainly divided into two modes: intra-city delivery or store pickup.
In the same city delivery, consumers can check the logistics details in the backstage of Hejia.com and keep abreast of the delivery status.
In-store self-pickup, consumers mainly learn more about products through in-store experience, and then transfer orders for consumption. Therefore, store shopping guides can carry out precise marketing according to online user-related tags to promote consumers to transfer orders for shopping, and can also recommend sales and guide Buy other products to increase the unit price.
In summary, online and offline joint marketing, word-of-mouth building, and distribution services. The integrated operation of online and offline means that traditional stores can not only continue to play the advantages of instant offline sales, convenience and good service, but also create private traffic for stores through integrated online and offline operations, continue to operate in depth, and fully occupy the consumption The fragmented consumption scenarios of consumers can use online stores to break space restrictions, allow store operations to radiate to a farther range, reach more consumer groups, and achieve the effect of "1+1>2".