This wave of wool at the gas station is not a loss
Two days ago, a gas station in Jiangxi sent a warm reminder to car owners: membership points will be cleared at the end of the year, and car owners and friends are requested to redeem and use them in time.
The gas station posted this prompt on official accounts such as the *** enterprise WeChat group, and at the same time made the points exchange strategy ** and posted it on the short ** platform.
After this wave of operations, the gas station reached 3,000 points exchange within 1 day, and 1,700+ car owners and users participated in the exchange activities.
However, the gas station has invested in the cost of goods, and the owner has exchanged the real goods of the gas station with virtual points, and the customers with more points have even exchanged for ovens, rice cookers, brand red wine and other items with a high sense of value
What is the real value of 440,000+ points for sales drainage in 1 day?
Points are exchanged for items, and the owner needs to pick them up at the gas station, which is valid before the end of the year. Judging from past experience, car owners generally go to the gas station to refuel, and then take the items by the way. This means,The gas station completed 1,700+ customer drainage in one action, that is, more than 400,000 yuan of sales drainage.
And the owner's points, but also in the gas station consumption in exchange, the higher the points, the more consumption, the owner in the gas station consumption for 1 year, at the end of the year with points exchange, gas station loss?
This is also the benefit of gas station point redemption, giving back to customers who are truly valuable to the gas station.
The exchange of points is better than the general unconditional gift, the gas station is a gift, strangers can come to pick wool, and the points exchange can find out the "acquaintances" of the gas station, and automatically divide the level through the number of points, and finally give it accurately.
It's not that you can't send it directly, but it's more "cost-effective" to redeem points
Indiscriminate gift is more suitable for newly opened gas stations, in half a year to do activities ** drainage, half a year later, the surrounding business district is basically covered to the future, still indiscriminate delivery, in fact, to a large extent caused a waste of cost, because the gas station gives the owner an illusion, when to come, then it does not have to come every time, this is: iron gifts, flowing water owners?
The logic of points exchange is that you come, make a certain amount of consumption, and then you can use the points to exchange for what you want, such as a piece of paper, a box of mineral water, a barrel of oil, a bag of rice, a rice cooker, and so on.
Some people say: If you use points to set this threshold, will the car owner be reluctant to come?Isn't it fragrant to get a pack of pumping paper every time you go to another gas station?But add ten or twenty times, and all the car owner can get is pumping paper, and at my gas station, the car owner may get more valuable things.
Some people say: pumping paper is practical, daily, just needed, and every time you go, you have to meet the needs every time. But every time I send a mention, I use it for a month, and the quality is better than others, so doesn't it have an advantage?
But there are new problems, the quality is good, the quantity is large, and the cost is up, don't you still lose?In fact, this is just the cost of sending out other gas stations ineffectively, put on the owners with more maintenance value, the cost of a single owner does not necessarily increase, but the frequency and amount of consumption must have increased.
The gift is compared to the redemption of points: the immediate oneA pack of pumping paper and a rice cooker not far away, which do you choose?
For example, if a car owner goes to your gas station 3 times and receives a total of 3 packs of paper, it is enough for him to consume this month, so he may not choose your gas station for the fourth time.
How to ensure the freshness of redeeming points to customers?
In order to keep the items redeemed for points as attractive to car owners, gas stations need to make some updates frequently, such as a new one every quarter.
At the beginning of each quarter, a gas station in Hubei will publish a list of items to be redeemed for points, and attach the number of points redeemed, while stocks last. In this way, the owner user has the items he wants, and he will have a consumption plan.
Points exchange has become a feature and highlight of a gas station in Hubei, and the points exchange list at the beginning of each quarter will be very popular, and many car owners will also leave a message to interact with suggestions on what items will be launched next time, which has become a very good interactive activity and plays a very key role in maintaining the loyalty of car owners.
The gas station market is already in a very saturated state, the cost of obtaining new traffic is too high, the opportunity is too few, and it will eventually reach new saturation, so the retention of loyal customers is the foundation of gas stations.
Redeeming points is an important way to cultivate customer loyalty, and it is a good way to link the oil and non-oil business of gas stations.
The cost of simply sending non-oil products is too high, and it is not easy to sell it if it is simply sold, so it becomes a mode of point exchange or "points + cash", killing two birds with one stone.
The feasibility of points exchange is based on the connection of system data such as oil sales, membership management and online points**, and car owners can earn points for refueling or shopping at gas stations, and points can be used for payment, so as to achieve a closed loop of business.
Smart oil customers help the digital operation and management of gas stations and play with points marketing
The smart oil station management system completely opens up all the data of the whole business process of the gas station, and intelligently empowers all aspects of gas station payment, invoicing, membership management, membership points, precision marketing, financial ERP, and monitoring.
In terms of the gas station points system,Support gas stations to go online with points**, and at the same time, it can access other cross-industry resources to enrich the points system of gas stations and provide stronger support for gas stations to cultivate customer loyalty.
The way of point exchange has always attracted much attention, **Alipay, 12306, major banks, etc., including the now hot Douyin e-commerce**, all have a point exchange model, and point exchange has long become an indispensable method for member loyalty cultivation.
In the era of big data, the integration of data in all walks of life is the future trend, the higher the degree of digitalization, the higher the efficiency of operation and management, and the small link of gas station points redemption is still the same.