When consumers go to consume, the objects are diverse, so the customers of all businesses have commonality. This commonality gives businesses a lot of profit space. However, in the actual operation process, a big reason for limiting the profits of merchants is that the stores of physical stores are fixed, so the consumer groups involved may only be 3-5km nearby, or even smaller.
How to attract more additional customers is the common goal of all businesses. Therefore, the marketing activities with the characteristics of "guide more additional consumers to shop for consumption", such as business district alliance, different industry alliance, city free single Festival, etc., will be very attractive to businesses.
In the information age when mobile Internet gradually enters the common people's home, how to make good use of mobile Internet as a medium to marketing is a breakthrough point to break the traditional entity marketing difficulties. O2o (online to offline & offline to online) mode is inevitable. The rise of meituan, hungry you is the product of the development of the times. The media of mobile Internet has been set up, and the activities of Business District Alliance, different industry alliance and city free single section are also in line with the development of the times.
Let's take an example to analyze the customer flow and demand of merchants
The daily footfall of a small restaurant opened at the entrance of the community is mainly the residents of several nearby communities. The total residential rate of the community is 80% and the total footfall is only about 100. The main reason for restricting the footfall of the restaurant is the location of the store, and the influence of the customer's reputation is only limited to the nearby 3 public miles. The way for the boss to expand the passenger footfall is to enter the takeout platform, which is limited to the distribution scope and the target customers The range of household groups is 5km, and there are repeat customers. After increasing the promotion cost, the single volume only increases by about 30%, which is equivalent to only increasing 30% of the passenger flow, which not only affects the original passenger flow, but also has no way to reduce the promotion cost.
Analysis: the customer footfall range of the catering stores in the community is small, and the inbound take out platform can only increase the passenger flow in a small range, and it will also affect the customers of the stores, and invest more marketing costs, but the revenue is reduced. Take out platform is only convenient for customers who can't go to the store for consumption, not a way to increase passenger flow, which is the misunderstanding of many business owners.
The key to solve the problem is to increase, select some businesses that are not catering stores to cooperate, increase the discount rather than increase the marketing expenses, share the customer resources, and lead more customers that are not catering. This is the key to increase the additional passenger flow, and then "stay". The increase of customers is not the end. How to use customers to influence customers is the key. Traditional ways rely on word-of-mouth, which is no longer feasible. If everyone's tastes are different, the publicity results will be different. In other ways, to drive customers to promote with benefits will only leave a good impression, not a bad reputation. At this time, the operation of Business District Alliance, different industry alliance and city free single section platform plays a key role. Customers purchase special packages, enjoy the preferential policies of different industries, and then drive customers to promote with the benefit of promotion rebate. It is conceivable that this will be a win-win outcome of consumers, businesses and platforms.