In the era of community economy, brick-and-mortar stores can start from the following key steps to effectively build and operate a community:
Understand industry attributesFirst of all, it is necessary to locate the type of community and the direction of content output according to the characteristics of the industry and the product or service in which the physical store is located.
Determine community value: Identify the core values that the community can provide to members, such as exclusive offers, expertise sharing, social interactions, exclusive services, etc.
Choose the right platform: Usually, WeChat, QQ groups, mini programs, enterprise WeChat, brand apps, etc. are commonly used community carriers.
Set community rulesEstablish clear community rules and regulations, including speech norms, activity participation methods, reward and punishment mechanisms, etc., to ensure community order.
Attract your first users: Guide customers to join the community by entering the store to spend and give small gifts, and set a certain threshold to join the group to screen high-quality users.
Online drainage: Use content marketing (such as short**, live broadcast, **, etc.) to attract the attention of potential consumers and join the community, and at the same time design a fission mechanism to attract new users.
Continuous content production: Regularly publish content related to the needs of the brand and users to keep the community active, such as new product introductions, practical knowledge, life skills, etc.
Interactive activities: Hold a combination of online and offline activities, such as theme discussions, expert lectures, flash sales, games**, etc., to enhance community stickiness.
Customer service roles: Set up a small account or a special person to answer questions, handle complaints, and collect feedback to form a good customer service experience.
Membership system construction: Design a multi-level membership system to provide differentiated services such as point redemption, level privileges, birthday benefits, etc., to encourage users to retain them for a long time.
Word-of-mouth spread: Leverage influencers or loyal followers in your community to drive word-of-mouth communication and UGC (user-generated content) to expand your brand's reach.
Precision marketing push: Analyze the behavior data of community users, push product information and preferential activities in a targeted manner, and achieve sales conversion.
Community** Pre-Sale: Carry out special ** activities for community members, such as community-exclusive discounts, ** discounts, pre-sale trials, etc.
Data analysis: Use tools to monitor various indicators of the community, such as activity, conversion rate, user lifetime value, etc., and continuously optimize the community operation strategy based on the data.
In short, in the era of community economy, physical stores must regard the community as an important customer relationship management and marketing channel, and achieve user precipitation, activity improvement and sales performance growth through refined and humanized operations.
In-depth analysis: the impact and strategy of community marketing on the sales performance of physical stores.
Physical store + community model: create a new format for the future retail industry.
From community to brick-and-mortar store: Build a new model of seamless consumer experience.
How community operation can help physical stores improve customer stickiness and repurchase rate.
The road to brick-and-mortar store transformation: leveraging the community economy to achieve contrarian growth.