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Analysis - wechat priority card

2020-12-07 03:45:07 Deep wood

elementary analysis - Wechat priority card

Hello everyone , I'm Mu Xiaoshen , Senior Product Manager . Our official account is mainly about topics related to product manager's personal growth and occupation development . Today we share a marketing product based on wechat payment points - Wechat priority card .

first draft | Wood depth 、 Mu Xiaoshen

edit | Mou Shen 、Sam、Ella

The epidemic has boosted the popularity of online retail and digital operations , Wechat payment helps brand to create private operation space , In the future, it will gradually become the new normal of brand operation and development .

At present, more than 100 Official stores of enterprises and including retail 、 Restaurant 、 Fitness and so on , And wechat payment points free of charge enjoy a total of more than 70 individual , Online service 1000 More than , Save deposit for consumers 1000 Billion , Reduce bad debts of merchants 91%.

Product Brief

Introduction of wechat priority card

According to the agreed content customized by the merchant , After receiving the card, the user can Enjoy the discount in advance , If you withdraw in advance or fail to complete the agreement at the expiration, the discount will be deducted .

The agreement can be Payment behavior ( Number of consumption 、 Amount, etc. ), It can also be Nonpayment behavior ( Sign in 、 Friends share 、 Using designated services, etc ).

Wechat enjoy card value first

value TO Merchant

  1. Repurchase effect Promotion is higher than similar marketing products
  2. Marketing cost leverage Maximize
  3. The whole process message reminder , The official account is reminded to use the card by WeChat
  4. Join in Social sharing, incentive play , Improve the reach range and conversion effect of users

value TO user

  1. Enjoy the discount first
  2. Quit at any time , It doesn't hurt to use or not
  3. Complete the contract to accumulate credit
  4. It's more fun to be involved with friends

Case data

Landing scenario case ( pulsation )


Agreed content :

Appointment 15 Purchase pulse items within days 3 Time

Reward content :

Every time it's full 4 Yuan Li reduced 1.5 element

Data effects :(06.30-07.27)

Card usage rate ----------------68%

Completion rate ----------------46%

Per capita performance times --------------2.8 Time

Coupon write off rate ※------------59%

※ Write off rate of marketing mode in the same period :
Scan the code to get the ticket 72%、 The app gets the ticket 25%、 Pay politely 4%、 Issue coupons nearby 3%

Repeat purchase rate

145%↑ ( Open users )

129%↑ ( Performance users )

Total consumer spending

179% ↑ ( Open users )

169% ↑ ( Performance users )

Tips:

Before the event :6 month 02 Japan -6 month 29 Japan

Active period :6 month 30 Japan -7 month 27 Japan

Coverage

Cooperation cases cover retail 、 Restaurant 、 Brand e-commerce 、 Charge traffic 、 Local fresh 、 Exercise and keep fit 、 Beauty makeup 、 Beauty and hairdressing 、 Home Furnishing 、 More than a dozen travel scenes


Landing cases ( Applet e-commerce )

snacks : Get in touch with

Appointment 30 Spend within days 3 Time

Enjoy every stroke first 8.8 A discount

Per capita consumption frequency 59%↑

Total per capita consumption 67%↑

Daily Necessities :ABC

Appointment 60 Spend within days 2 Time

Enjoy every stroke first 9.8 A discount

Per capita consumption frequency 42%↑

Total per capita consumption 36%↑

drink :Meco

Appointment 30 Spend within days 2 Time

Enjoy every stroke first 9.3 A discount

Per capita consumption frequency 28%↑

Total per capita consumption 43%↑

Self service equipment : I'm happy

Appointment 30 Spend within days 3 Time

Enjoy every stroke first 8.8 A discount

Per capita consumption frequency 92%↑

Total per capita consumption 165%↑

Electronic business platform : Netease strict selection of small programs

Appointment 30 Invite... Within days 3 New users can enjoy the specified products first when they receive the new lucky bags 1 Money discount

New customers order conversion rate 41%↑

Product process

Claim path

Merchant applet /app/H5/ Share with friends / Central entrance, etc

Enjoy the card page

Claim success

Get a discount

Appointment page

The agreement is in progress

The user completes the contract

Users quit voluntarily

The discount amount is refunded

Message alert ability

Notification of successful pickup

Status update notification ( According to the activity rules, you can remind people to reach )

Remind me before it's due ( Merchants can customize the reminder time )

Reminder of completed appointment

User education

When the contract is not completed , After notifying the user in advance , Rebate ; The reason for the deduction is clear , There is no risk of customer litigation

Deduction reminder

Notice of deduction

Social play - Share courtesy

The rules of courtesy of invitation :

user A After receiving the card , You can invite friends to enjoy the same rules B,B After completing the task of enjoying your card first ,A You can get custom rewards from merchants , The more you invite , The more rewards .

Social play - Invite friends

Invitation activity details page

Send an invitation

Invitation sent successfully

See the reward for inviting friends

Social play - Card collection process

A chat window with the invitees

Card collection page

Get the card successfully

Conclusion

The epidemic has boosted the popularity of online retail and digital operations , Wechat payment helps brand to create private operation space , In the future, it will gradually become the new normal of brand operation and development . At present, more than 100 Official stores of enterprises and including retail 、 Restaurant 、 Fitness and so on , And wechat payment points free of charge enjoy a total of more than 70 individual , Online service 1000 More than , Save deposit for consumers 1000 Billion , Reduce bad debts of merchants 91%.

On the one hand, the food retail industry should embrace new trends , Keep up with the trend , On the other hand , For brands “ People and goods yard ” It's still necessary , Wechat payment can help enterprises to build more efficient interaction and transaction “ site ”, But enterprises want to play the biggest advantage of wechat payment , We should also ensure that products and services are in place .


The way forward for product managers , It shouldn't be a lonely quest . The beautiful scenery along the way , Interesting Humanities , I'd like to settle down , Share with your peers , Or he's on the road .

above , I hope it can be helpful to my friends , Mutual encouragement ~

If you have any questions , Please tell us in the message area . Please also remember to subscribe to official account : Mu Xiaoshen And our column , Welcome to share with others in need . That's all we have to share this issue , bye ️.

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