Chapter 1 Use new retail thinking to create a new O2O marketing model
How to build an O2O marketing system
Four major contents of O2O marketing system
User resource integration
Product resource integration
Integration of purchasing links
Integration of publicity tools
Chapter 2 From offline to online: guiding consumers online
Discounts and rebates - Follow Youli to increase store traffic
How to Design a Discount Return
Choose the correct return form
Obtain cooperation and support from suppliers
Points redemption-accumulated points bring online consumption
How to formulate a reasonable point redemption promotion plan
Keep basic content intact
Points details should be set appropriately
Clarify the exchange details
Reasonable exchange terms
Provide consumers with a convenient application platform and operations
Prize promotion - fun is exciting
How to design a giveaway event
preliminary investigation
Estimated probability of winning
Determine who the award is intended for
Determine the theme of the event
Determine the delivery platform
Determine the draw format
Free trial - visible benefits win people over
How to Design a Free Trial Campaign
Carefully designed trial products
Determine how to donate
Delivered personally by the company
Participants receive it on site
Organize events
Focus on consumer experience
It must be suitable for both online and offline promotion.
Good at emotions
Find consumers’ emotional appeals
Use appropriate emotional appeals
Indirect action appeal method
Chapter 3 WeChat: the most indispensable link in the construction of O2O system
Crazy WeChat, forward information to fans
The role of WeChat in marketing
Attract online customers to visit physical stores
Conduct consumer analysis
Carry out continuous precision marketing to consumers
WeChat group-cultivate your own loyal fans
QR code - direct dialogue between sellers and users
Moments--open new channels for promotion and publicity
Shake - Expand exposure and wake up people nearby
Drift bottle--Significantly improve marketing effect
WeChat public platform--creating a mobile promotion platform
WeChat Store--Build your own online store
Chapter 4 Electronic Membership Card: Create a new O2O entrance and target online consumers with one click
Membership card - the most powerful weapon for physical store marketing
Electronic membership card - the inevitable trend of Internet-based membership system in physical stores
Feature 1 of electronic membership cards: Convenience
Feature 1 of electronic membership cards: prompts service quality
Establish a demand-based electronic membership card system
Only by continuous innovation can we survive forever
Chapter 5 Online Marketing Strategy of O2O Marketing: Use small profits to raise regular customers and make your goods sell more prosperously
Free Strategy - Indirect Profits for Free<br>
Discount strategy - disguised discounts for consumers
How to discount product prices
Clarify the characteristics of the discount
Follow the principle of discount
Small first and then big, first less and then more and gradually increase
Turn discounts into incentives
Take the initiative to reduce - one small step to take the initiative, one big step to profit
Common price reduction methods
Limited time price reduction
Follow the principle of price reduction
Good publicity to pave the way
Price reductions should not be made too frequently
The extent of the price reduction will vary depending on the product
Use the official exit price reduction tool
Creating an illusion - raising prices will create a big market
Ladder prices - allowing consumers to automatically create a psychological gap
Supporting promotion - complementary advantages, resource sharing
Bundle promotion - clever combination, more profits
Reservations accepted - the earlier you book the greater the discount
Door-to-door service – delivering services to consumers’ doorsteps
Chapter Six: Offline Promotion Strategy of O2O Marketing: Make good use of holidays and make money at prime time
Holiday promotions - the benefit chain generated by the holiday economy
Offline activities - coordinated with online festival marketing
Chapter 7 Psychological Strategies of O2O Marketing: catering to consumer psychology may be more effective
The consumption psychology of online consumers in my country
The pursuit of personalized psychology
Dealing with the psychology of seeking cheapness and truth-purchasing at a higher price
Coping with the psychology of differentiation - market segmentation
Segmentation by consumer group characteristics
Segmented by psychographics
Coping with the psychology of individualization - exploring uniqueness
Dealing with hesitation - limited consumption
Deal with procrastination-limited time consumption
Chapter 8 Service Strategy of O2O Marketing: Improve service quality and double the number of repeat customers
Offline services are a useful supplement to online sales
People-oriented, customer first
Timeliness of service: solve problems as soon as possible
Characteristics of services: differentiated development strategy
Integrity is a kind of service ability
How to solve consumer return problems?
How to resolve consumer complaints?
Chapter 9: Offline Operations of O2O Marketing - Creating a Good Shopping Experience for Consumers
Omni-channel: It is inevitable to switch from online to offline operations
Optimize the process and make it as convenient as online shopping
Interior settings: the key to a great shopping experience
Product display: create the most intuitive visual experience
Operation without shopping guide: Give consumers more free space
Shop around and guide consumers to make comparisons
Chapter 10: Offline Operations of O2O Marketing—Using dazzling visuals to stimulate consumers’ desire to purchase
Name: The business name is loud, and the gold is ten thousand taels
Logo: Let consumers remember you at a glance
Location selection: The store location directly determines customer flow
Showcase: Make products come alive
POP advertising: seamlessly connect supply and demand
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