100 lectures on actual combat in stores
Lao Zhang opened an outdoor goods store, and recently he did a ** activity. He advertised in his private domain: "Buy more, get more, and the quantity is better!" Unfortunately, the response was mediocre. Although the stickiness of private domain customers is very high, Lao Zhang used the wrong way.
What other ways to play "large quantity and preferred"?
*There are three levels of discrimination, which are per-person, volume-based, and class-based. Today we're talking about second-degree discrimination – pricing by volume.
Knowledge: Pay-as-you-go pricing.In the channel module, the membership card we talked about is pricing according to volume. "The essence of the membership card is a contract to exchange a large quantity for a low price. The customer promises to buy it often in the future, and the merchant promises to be cheaper. ”Level 2 discrimination, which is based on different purchase volumes. There are two ways to set the price, one is positive (the more you buy, the cheaper) and the other is reverse (the more you buy, the more expensive).
The more you buy, the cheaper
Positive second-degree discrimination is very common in life. The reason why it can be cheap is because the larger purchase volume allows merchants to save more operating costs.
Wholesale:Buying 100 items is a lower unit price than buying 1 item. Lao Zhang, who was mentioned at the beginning, his so-called "buy more and give more, and the quantity is preferred" belongs to this category. Obviously, this trick is more suitable for commercial wholesale rather than consumer self-purchase.
1,000 people will get a 20% discount for a group, and 10,000 people will get a 7% discount. This method originated in e-commerce**, and now some companies have also begun to try it in the private domain.
Add 1 yuan for fried chicken and fries, and get a cola. This trick is a common method in stores, and individual consumers are more interested in complementary products than buying more of the same product.
Full Reduction:Free shipping over 100 yuan, 30 yuan off over 200 yuan. This trick is also a common method in stores, which converts the discount of the purchase quantity into a discount on the purchase amount.
Membership:The greater the accumulation of the purchase amount, the more membership benefits. This trick is suitable for all business models that need to do repurchase rate.
The more you buy, the more expensive it gets
Reverse Level 2** discrimination, which only occurs in certain circumstances. This is generally due to the fact that the seller's costs increase faster than the purchase volume.
Tiered Pricing:Electricity, water, gas, and telecommunications companies often use tiered pricing. The more you use, the more expensive it is, due to the extremely high maintenance costs of water, electricity, gas, and network facilities.
Timeshare Rent:The longer you rent a car, the higher the cost per unit of time. This is due to the length of the rental car, which often reflects the different intensity of use. For example, short-term rentals are often used in urban areas, while long-term rentals may be for road trips.
Late Penalty Fee:When a credit card is not repaid on time, the proportion of penalties increases. This is due to risk considerations.
For store merchants, the most commonly used volume-based pricing is the full reduction activity and membership system. These two tools are also the main ways to improve customer stickiness and promote repeat purchases.
In the membership marketing function of the cashier system, merchants can set up to 5 membership levels, and users will automatically upgrade according to the amount of consumption. Each tier has different membership benefits, such as discounts on specific items, upgrade coupons, etc. As long as it is set once, it will run automatically, and continue to motivate customer viscosity.
100 lectures on actual combat in stores to solve 100 business problems.
Today's question is: What are the other ways to play "large quantity", "large quantity is preferred"?
The essence of "large quantity and preferential quantity" is second-level discrimination, that is, pricing according to different purchase volumes. Common methods are: wholesale, full reduction, membership.
Wholesale, ** is purely based on the purchase quantity of discounts, they are not suitable for store operations. For individual consumers, the three methods of full reduction and membership will be more effective.
Compared with the first-level discrimination of "stealing customers", second-level discrimination is obviously fairer and more acceptable.
We're going to talk about discrimination in the next issue.