Setting up coupons is a very common thing in the eyes of the public. However, many sellers set up coupons that are either not claimed or used by no one, thus setting up a “fake activity”. Operating a store is a whole, and imperfect store layout will lead to ineffective store marketing.
1. Why no one receives the coupon after setting it up
First of all, simulate why the buyer does not receive the coupon. Coupon is a benefit given by the seller to the buyer. Buy There may be two reasons for not receiving coupons.
(1) The buyer did not see the coupon. Coupons are an independent page. Many buyers may have just learned how to shop overseas and may not even notice the existence of coupons. Sellers need to display coupons in an obvious location so that buyers can see the coupons while selecting products and remind buyers to collect coupons. Add a coupon icon to the associated template so that when buyers browse product information, they can see at a glance that there are coupons available in the store.
The seller adds a coupon template at the top of the details page, adds a hyperlink to the coupon, and reminds buyers to click on the coupon icon to jump to the coupon page.
Associating template display coupons only allows buyers to passively receive coupons. Of course, you can also actively send coupons to buyers. The seller opens the AliExpress seller’s backend, selects “Real-time Marketing”, and sets the dimensions for automatically sending coupons, so that after the buyer enters the store, the system will automatically send coupons to the buyer.
Real-time marketing can only actively send 100 coupons per day. For stores with few visitors, it is recommended not to set limits. For stores with many visitors, it is recommended to set rules to send targeted coupons to increase the probability of buyers using them.
(2) The coupon gradient setting is unreasonable. Coupons are not attractive enough. When a buyer purchases a $10 product in the store, the coupon is $1 off for purchases of $25 or more. If you receive it, you won’t be able to use it, so why should you receive it? Therefore, the coupon gradient is set appropriately to attract buyers to purchase multiple products.
For example, a piece of clothing in shopping mall A sells for 100 yuan, and you can get a discount of 30 yuan for purchases over 300 yuan in shopping mall activities; a piece of clothing in shopping mall B sells for 100 yuan, and you can get a discount of 20 yuan for purchases over 188 yuan or more during shopping mall activities. Buyers will choose to buy multiple pieces of clothing in Mall B.
Similarly, when setting up coupons, stores must use logistics freight to increase the intensity of the activity, so as to attract buyers to purchase multiple items, otherwise the discount activity will become invalid.
Set a gradient based on the unit price per customer. A novice seller thinks that the price span in the store is too large. The product sells for 10 to 100 US dollars, and there are not many orders in the store. The unit price per customer is unstable. How to set up a discount gradient? Sellers can set coupons according to the hot-selling price range of the store’s products. Generally, products with more orders from stores are concentrated in the hot-selling price range. For example, if the hot-selling price is US$30, the starting gradient for setting coupons can start from US$45. This may result in an individual buyer receiving a $45 coupon for a $50 product with no profit on the product, which is acceptable. For the early stage of the store, it is normal to invest accordingly to test whether the product is issued.
Of course, some old sellers will also raise questions. Although the unit price of the store is stable, the store also has products with higher prices. If coupons are set based on hot-selling price ranges, sellers will worry that buyers will use coupons to purchase products with high prices, and products with high prices will lose profits. In fact, sellers don’t have to worry at all. For stores with stable unit prices, most buyers’ purchase amounts will be similar to the unit prices. If most buyers buy high-priced products because of the set coupons, the store’s unit price will increase, the purpose of the coupons can be easily achieved, and high-priced products will also become small hits. The start of coupons The amount can be adjusted at any time. In order to avoid such things from happening, sellers can set the coupon use date to 7 days.
2. Why are there so few buyers who use coupons
Generally, coupons require the purchase of two or more products before they are allowed to be used. There are generally three reasons why buyers actively receive coupons but do not use them: buyers do not find more suitable products; buyers buy multiple products but do not use them or forget to use them; buyers do not want to buy multiple products. The first two points can be improved. The general usage rate of buyers taking the initiative to receive coupons is around 20%, and it will be higher in some categories.
(1) The buyer did not find a suitable product. Many stores have product layout problems: for example, the store has a single product and the products are not related. As a result, although the buyer has received the coupon and wants to buy multiple products, there is no product to buy. After all, buying two of the same type or the same product The probability is small, so the store must be reasonably laid out to increase the usage rate of coupons.
For example, in a store in the luggage category, the probability of a general buyer buying two handbags is very small, but if a buyer who buys handbags is recommended a wallet or key bag, the buyer will easily accept it. , and buy together and use coupons.
The products uploaded by some stores are chaotic and have no relevance. For example, the outdoor category uploads cycling products and yoga products, and the incoming visitor traffic is not shared.
(2) Buyers will not or forget to use coupons. Some sellers may think that if buyers purchase multiple products without using coupons, isn’t that great? They can also earn more on shipping costs. But to do business for a long time, the benefits that should be given to buyers must be given to buyers, and only the money that should be earned should be earned. Therefore, sellers have the obligation to remind buyers who do not know how to use coupons or forget to use coupons. Only if you enjoy the benefits will you make a second purchase. Sellers can add a picture to remind buyers after the main picture, which not only reminds buyers to use coupons, but also notifies buyers who have not received coupons to receive coupons in time. This is a double-edged sword.
3. Introduction to coupon activity essentials
Coupons are divided into collection type, targeted issuance type and interactive type. The collection type is relatively simple and can be collected by all buyers. Targeted distribution types are generally distributed separately to buyers who enter the store, or given to buyers who interact with each other, and will not be displayed. The interactive type is for some activities on the wireless side and is displayed on a separate page. The author recommends setting up targeted and interactive coupons with stronger discounts to make it easier for buyers to accept coupons. These 3 types of coupons need to be set frequently.
(1) Collection type coupon. No matter how big or small the product selling price span is, the coupon should be used for all products. For some sellers, because the product selling price span is large, the coupon is only used for some products. For example, a seller sets coupons for products worth $10, $30, and $80. In fact, the seller restricts buyers from purchasing products. When a buyer buys a product for about $10 and then another product for about $30, the coupons are set separately and cannot be used. The buyer will give up the desire to buy, so the scope of use of coupons should be specific to the store. All products.
It is recommended to use the coupon for about 7 days. First, to give buyers a sense of urgency after receiving it; second, to change the discount intensity at any time. If the buyer does not use it within 7 days after receiving it, the coupon will automatically expire.
(2) Targeted issuance of coupons. All buyers who have had transactions with the store, added products to their shopping carts, or collected them can be targeted for targeted distribution and used for targeted marketing. Sellers can select some products when setting up. Since the targeted distribution of coupons is more powerful than the collection type for precise customers, they can set up no-threshold coupons with no limit on the purchase amount.
(3) Interactive coupons.
① Gold coin redemption coupons: Gold coin channels for wireless terminals and wireless gold coin channels are currently high-traffic and high-viscosity channels on mobile apps. The channels include various gameplays and red envelope offers, attracting global buyers. Home visit and conversion. Sellers can attract more high-viscosity buyers to visit their stores by setting up store coupons or signing up for gold coin exchange product activities. Buyers obtain gold coins through signing in or playing games in the gold coin channel, and then exchange gold coins for corresponding rights and interests.
② Grab store coupons in seconds: Attracting buyers to the store through large-value store coupons without thresholds can effectively increase the activity of buyers. Grab store coupons in seconds is an activity initiated by the platform for merchants to participate , this type of activity will not be actively displayed in the store, but will be exposed from time to time in platform activities.
③Popular coupons: Buyers can quickly bring new traffic to the store through person-to-person transmission. Buyers share it and invite other buyers to collect it for themselves, and they can get coupons for this store. Popular coupon gathering is an activity initiated by the platform for merchants to participate in. This type of activity will not be actively displayed in the store, but will be exposed from time to time during platform activities.