How to drain the vegetable shop?
1, the community vegetable shop drains from; Community radiation scope, potential buyers, increase sales categories and service experience.
First of all, the positioning of community vegetable shops is only aimed at the community where the shops are located, or within the radiation range of 1.5 km around the shops. Of course, a huge community like Tiantongyuan is another matter.
The radiation range determines the user group, so how to attract this group into the store and buy it again after entering the store is what we call drainage.
2. Community vegetable shops are more suitable for offline drainage in the early stage.
At the initial stage of operation, the first wave of buyers in the store were called seed users, which determined whether the drainage of the vegetable store could be successful.
After the first wave of seed users clinched the deal, the general greengrocer just habitually said hello and sent pleasantries, ignoring the importance of this link. In fact, the first step of drainage is to be carried out in this link. At this stage, the shopkeeper builds a group, and every user who makes a deal must find a way to invite him in.
3. Increase sales categories, free and paid, and work hard on the service experience.
Vegetable shops should stop operating in a single category and all products related to vegetables can be operated. Someone should say it's not a grocery store, right?
Yeah, it's not right either. That's right: business thinking changes; Wrong: grocery stores need to distribute goods, and multi-category vegetable stores can book or order through the drainage group.
The above applies not only to vegetable shops, but also to community shops. The biggest advantage of community stores is grounding gas, which is closest to users. Make good use of this advantage, let users use it, and it is no problem to operate well.
Vegetable and fruit supermarket is a typical community service industry. In this article, I use a newly-opened fruit and vegetable supermarket that I have served to analyze how to operate a community fruit and vegetable supermarket through the design of drainage explosion and community operation, and accurately lock 2,564 customers in the first month of supermarket opening, with a real performance of over 500,000.
Case background:
A fruit and vegetable supermarket opposite the high-end residential area is called Huiduo Fresh Fruit and Vegetable Supermarket. There are more than 8,000 households in the whole community, and three vegetable and fruit supermarkets like this are also ready to open. The boss found me through introduction and asked me to help plan and see how to do business hours well, which became an instant hit in the community.
Practical part of vegetable and fruit supermarket:
After understanding the basic situation, I designed a whole set of schemes for Hui Hui Duoxian Fruit and Vegetable Supermarket: community building-unitary drainage-membership locking-fission promotion-community cultivation.
One: Create communities and venues.
1, do a good job in micro-signal creation, and set nicknames, avatars, signatures and friends circle backgrounds.
2, create a WeChat group, build a community structure, set a good name, announcements, etc.
Second, design a single drainage product.
During the trial operation, a one-yuan drainage scheme will be launched, and the following benefits will be obtained by paying one yuan:
1, you can get 6 eggs for free in the supermarket, 2 eggs a day and eat them in 3 days.
There is a children's rocking car at the door, which can be played three times for free, once a day.
Note: it takes three days to complete the design and contact the store in three days, which is more conducive to customers to recharge and sell.
Third, design a recharge membership card to lock in customers.
The membership mechanism is designed as 68 yuan recharge card and 129 yuan recharge card respectively.
68 yuan recharge card rights:
1, a carefully prepared fruit knife.
2, the value of 70 yuan's vegetable or fruit packages, can be used to compare prices, absolute value.
3. Seven vouchers for 10 yuan, one for all 50 yuan guests.
4. Enjoy a 15% discount for the whole audience. Coupons and discounts cannot be used at the same time.
5. Enjoy rocking the car at home 10 times a month.
6. Take part in a live lottery, and 100% wins the prize.
129 yuan prepaid card benefits:
1, send a yogurt machine worth 198 yuan to JD.COM.
2. A vegetable or fruit with a value of 129 yuan can be used for price comparison, which is absolutely over-valued.
3, 13 10 yuan vouchers, one of which can be used in 50 yuan.
4. Enjoy a 15% discount for the whole audience. Coupons and discounts cannot be used at the same time.
5. Enjoy rocking the car at the door 30 times a month.
6. Take part in two live sweepstakes, and 100% wins the prize.
Fission scheme:
Recommend 3 people to become members and enjoy the following rights and interests:
1, a beautiful fruit worth 20 yuan;
2. A piece of toilet paper worth 19.9;
3. Free care in a nearby beauty salon or 3 coupons attached by the hotel.
Note: The above benefits are only valid during the activity period. Please add the boss WeChat and join the group.
Five: activity promotion, drainage and customer targeting.
Make all the plans into posters, booths, promote them in communities or stores, recharge membership cards, add WeChat and join the group.
Six: the community exports value and cultivates members.
1, group red envelope
Send red envelopes in the group, mobilize the enthusiasm of group friends, and establish initial trust.
2. Team games
Play group games in the group, and the winner will get a gift from the store.
3. Team Solitaire
Announce some special fruits or vegetables in the group and launch solitaire. When the number of solitaires reaches a certain number, certain concessions will be given.
4. Group booking
Send out some seasonal fruits in groups, announce the lowest market price, and make a reservation.
5. Group purchase
Initiate a group activity in the group.
6. Collective bargaining
Choose vegetables that people often buy, choose three kinds and participate in bargaining activities.
7. Groups are free
Free in the group, ask questions and answer correct questions directly, the number is limited.
8. Group welfare
Initiate welfare activities at any time in the group, and the selected person can get a certain amount of red envelopes, which are designed according to the situation.
9. Group empowerment
Understand the life problems of members and provide value-added services. Such as: children's education, husband-wife relationship, etc. Share this knowledge in the group, or recommend the corresponding books.
In this way, Huiduo Fresh Vegetable and Fruit Supermarket has locked in 2,564 top-up members in the 30-day community opening activities, and with the repurchase of members, it has made a profit of more than 500,000.
The supermarket of community fruits and vegetables is localized, and the repurchase rate is extremely high. If you want owners to buy your products for a long time, you must lock them in and cultivate their consumption path. After a long time, they will form the habit of shopping in your supermarket. Coupled with the novel gameplay and value cultivation in the community, customers will be locked online and offline.