For many dealers, how to collect new stores is a big problem. However, it is worth noting that for the elderly health industry, simple drainage is important, but this is only a starting point. Due to the nature of the industry, it is unlikely that it will receive high traffic as often as beverage stores. Therefore, how to convert a limited number of in-store customers into high-quality customers requires a systematic strategy that covers new acquisition, retention, and customer locking. Unfortunately, even some dealers who have been in business for many years may not be able to clearly understand these concepts.
So, what is the essence of new acquisition, and does a store really need so many customers?
Acquisition, in a nutshell, is the introduction of as many potential customers as possible to your store through a variety of online or offline methods. Please note that it must be the leads, not the whole person, that the more leads there are, the more likely we can lay a solid foundation for subsequent sales conversions. Therefore, the core indicator of customer extension is the number of potential customers entering the store.
The next step is to keep people. When a new customer first steps into the store, there may be doubts and low trust levels due to their lack of understanding of our services and products. At this point, it's obviously not wise to rush into a deal, especially in the current market environment, where customers become very sensible and your promotional moves are likely to scare away potential customers. Therefore, we need to develop a suitable strategy to strive for more service opportunities for our customers. In this way, as the service deepens, the trust and satisfaction of customers will gradually increase, which will increase the likelihood of sales conversion.
Then there is the lock customer, for those customers who have received the service many times, they already have a certain understanding and trust of our products and services. In order to ensure that customers can stay in our stores for a long time, the most effective way is to let customers' funds flow within our stores. In this way, even if customers are attracted to other stores, they will only experience it and will not easily transfer their spending. In this way, we are able to provide long-term services such as annual passes and large projects to our customers, thereby securing a stable source of income. Therefore, the essence of customer locking is to allow customers to form exclusive and continuous consumption habits in our stores.
Once these concepts are clearly defined, we can better develop and execute an overall marketing strategy. Recruiting, retaining, and locking customers is a closely connected system, and no link can exist in isolation. For example, although the ability to attract new customers is strong, if the ability to retain people is insufficient, then even if a large number of new customers are attracted, they cannot be effectively converted into loyal customers, resulting in a waste of marketing costs.
Therefore, when planning new acquisition activities, we must fully consider the follow-up strategies of acquiring new customers, retaining people, and locking customers. Avoid using overly low prices or inappropriate tactics to attract customers, which will only attract some low-end customers and may even damage the reputation of the store. At the same time, we also need to pay attention to the stability of the project and the professionalism of the service to build the trust of the customer.
Nowadays, opening a store is no longer an era where you can make money by opening a casual one. In the face of a market environment with serious homogeneity of products and services, if we want to become the first choice of consumers, we must stand in their perspective and provide more personalized and intimate services to achieve the ultimate. Only in this way can we achieve sustainable, long-term and stable development.