With the end of the traffic era, the cost of acquiring new customers has gradually increased, while the marketing cost of old customers is relatively low. Accurate operation of old customers is crucial to stabilizing store performance. From the perspective of store operation, a good repurchase rate helps to improve the overall weight of the store. In addition, the transaction process for old customers is simple, which can have a positive impact on store operations in terms of obtaining reviews and promoting new products. The key elements of remarketing old customers include customer grouping/stratification, product stratification and selection, contact methods, and contact timing of promotional tools.
1. Customer grouping/stratification
Customer grouping is the basis of precision marketing. Customers are labeled and clustered based on basic information, behavioral tags, and marketing preferences to achieve customer grouping. Customer stratification is a hierarchical division of customers’ consumption amount, consumption frequency, and consumption time, dividing customers into new customers who have only purchased once, general value customers, and high value customers. Customer grouping/stratification is introduced in detail in Chapter 3, which is omitted here.
2. Product stratification and selection
The labeling of products to establish a product pool and to structure the products into traffic items, hot items, and profit items under each category is another basis for precision marketing. The matching of product labels and customer labels is established through algorithms, and personalized screening is performed in scenarios such as new product recommendations, hot product recommendations, series promotion selection, and related recommendation selection.
3. Reaching methods
The reaching methods are the means of contacting customers. EDM, Skype, WhatsApp, etc. in Alibaba International Station are all common reaching channels. Highly active people in the station can be easily reached through the in-station tools, while low-active users can be reached through phone calls, text messages, etc. At different stages of the customer life cycle, the most appropriate reaching method should be selected without reducing the user experience.
4. Promotional tools
Promotional tools are essential factors in precision marketing. Common promotional tools include coupons, samples, trials, etc. Different types of customers have different sensitivities to promotional tools, which can also be called promotion preferences. They can be divided into special price sensitive, discount sensitive, gift sensitive, value sensitive, free shipping sensitive, etc.
5. Reaching time
Choosing the right reaching time is an important factor in improving customer experience and ensuring repurchase rate. Promotional timing can be the personalized life cycle of customers, platform rhythm and festival days. Alibaba International Station’s March New Trade Festival, September Procurement Festival and “Double Eleven” Global Shopping are all good reaching times.
Precise remarketing of old customers is the matching and optimization of elements such as customers, products, promotional tools, reaching methods and reaching time, mainly including repurchase promotion, active promotion during active period, recall of lost customers, etc., and the goal is to maximize customer value.
During the customer growth period, the contact frequency is guaranteed, but no promotional stimulation is given, so repurchase is promoted through new product notifications and boutique recommendations, and the main purpose is to promote customer sales growth. In the mature stage of customers, ensure the frequency of contact and give a small amount of promotional incentives. In addition to regular new product notifications, exclusive small coupons and hot product promotions can effectively promote customer activity. In the declining stage of customers, control limited contact and activate customers by giving larger discounts, exclusive medium-value coupons and store activities. In the churn period, the common method of recall is large coupons and platform promotion notifications.