As we all know, most industries have off-season marketing, and June and July are traditional off-seasons, especially Taobao. We shopkeepers who open Taobao stores will inevitably encounter the off-season of Taobao market, industry, shops and single products. If the off-season only increases the promotion efforts, and often only drinks poison to quench thirst, then how can our dear shopkeepers tide over this difficulty? If they survive these two difficult months, they can even gain something in the off-season.
So pay attention to the maintenance and service quality of old customers. Of course, we all know that we should acquire new users at low cost and try our best to maintain old users. According to industry statistics, the cost of acquiring a new user is 5 ~ 6 times that of maintaining an old user. In the case of insufficient traffic in the off-season, it is particularly important to maintain old customers. So how do we protect our old customers?
I. Member Relationship Management
(1) Click on the seller center above to enter the seller interface.
(2) After entering the seller interface, we choose member management under the marketing center on the left.
(3) "Customer Relationship Management" is free to order, and click "Open Now".
(4) After opening, we can enter the management mode. First of all, you can set the membership level, and you can set the preferential ratio of transaction amount or transaction times.
2. Establish a WeChat platform for your own store, attract customers' attention with store red envelopes and coupons, and send news of store activities on holidays and promotion days. For example, the shopping cart marketing activities on the wireless side and PC side are exclusive activities for customers who have collected shops or treasures or joined shopping carts within 30 days. You can make some discounts or issue coupons!
3. Do a good job in customer evaluation reply, customer service marketing and after-sales service.
Fourth, the promotion of activities is strong.
1, Mid-year promotion: In the recent stage, summer clothes have come to an end, so it's time to consider autumn clothes series. Mid-year promotion can be used to promote the clearance of summer clothes. Specific operations are:
(1) The carousel picture on the front page added pictures to promote the New Year, creating an activity atmosphere for the whole store.
(2) The whole store carried out "photo reduction". Good sales can be discounted a little, and slow sales can be discounted a little.
2. Off-season clearance: The navigation and classification module on the homepage of the store can increase clearance, put the remaining spring and summer models of the store on the shelves for promotional activities, and buy off-season products to give away summer clothes, depending on the customer unit price and profit.
Verb (abbreviation for verb) The new products are on the shelves. While improving the off-season sales products through in-store adjustment, we should also make new products and preheat new products for the next season.
Searching for "short-sleeved shirt man" and "long-sleeved shirt man" from the above Ali index, we can find that the search index of "short-sleeved shirt man" reached the peak in the first half of the year in May, but after June, the industry search index fell sharply, and the search index was already very low in early July. At this time, if the shops are all in summer style, it is obvious that the overall passenger flow of the shops will drop sharply, while the passenger flow of the "long-sleeved shirt man" will drop after July.
It can be explained that the new model can be prepared for next season. Stores should be combined with the old and the new, and the transition of store flow and sales volume is relatively stable. You should warm up before the baby contest next season to lay a solid foundation for your baby.
How to promote Taobao in off-season? 1, through train: through train is more important and accurate for Racine. Because of keyword promotion, buyers mainly display it by searching for the corresponding baby. Everyone should have found that if you have been to a store or similar products, you will often put them in front of us. The wireless search is also accompanied by thousands of people in front, and the booths of the wireless through train are scattered, so the promotion of the through train has certain effects, especially the innovation and improvement of product exposure.
(1) keyword promotion: reduce invalid expenses, keep high-quality and high-conversion words for accurate promotion and maintain drainage;
(2) Targeted promotion: In the off-season of Taobao in February, the promotion for the search crowd also needs to be further optimized to improve the click-through rate of the whole plan, which can be selectively suspended and only the effective ones can be retained. At the same time, the premium can be optimized appropriately;
(3) Planned launch setting: according to store visitors and cities with peak transformation, key launches will be carried out, and other cities will be put on hold; At the same time, it can be optimized in combination with the high conversion time of shop visitors;
(4) Adjust the budget in combination with store activities: activities need traffic, so it is best understood that promotion should be strengthened before and during the activities, and the budget should be maintained after the activities. Appropriate increase is to maintain the weight of the through train and improve the weight of the whole store, which is always indirectly conducive to the improvement of natural flow;
(5) Reduce the low-conversion items in the current season and measure the autumn items: in the off-season, we can appropriately reduce the items that are about to pass the season, measure the potential style of new autumn products by adding new products through the through train, increase the promotion of potential autumn items, focus on data such as clicking, collecting, adding and purchasing, and try to ignore ROI.
2, the combination of direct drilling promotion
When it comes to drilling exhibitions, many people will feel that the cost is high at first. Different shops have different needs for drilling exhibitions. Small and medium-sized sellers mainly obtain accurate traffic, waist sellers mainly increase sales by introducing traffic, and brand sellers increase brand exposure and popularity by drilling exhibitions. Therefore, merchants of different store levels can selectively launch according to their needs.
This year, more people tend to combine direct drilling. The through train attracts new accurate traffic and forms the original cognitive crowd of the store, while the drilling exhibition is carried out by delineating the accurate cognitive crowd. The combination of the two is more conducive to improving efficiency and transformation.