Catering brands should do private domain, but also do the right private domain. This article will dismantle the private domain of a restaurant chain brand, Xiaofunan, analyze and summarize its private domain operation methods and its shortcomings, hoping to inspire you.
This is a practical case dismantling article.
Xiaofunan, a chain restaurant brand that makes Hunan cuisine, opened its private domain at the end of last year. How's it going?
From the perspective of infrastructure, more than 90% of their peers have little problem, but in fact, it has become "formalism".
Let's take a look at what pitfalls people have stepped on, how we should avoid them, what we can learn from them, and what to do in the private domain of chain stores.
Last weekend, I took my wife and children to Xiaofunan for dinner (the second time).
The story begins with an acrylic billboard on the table.
I stumbled upon this sign during the meal.
Such billboards are very common, and many restaurants will put them in different places, some on the table, some at the cash register, and some at the welcome desk.
The meaning of the billboard is very clear, the top is a collection of punch-in snacks, which belongs to the public domain operation, and the following is the micro delivery of drinks by the Canadian enterprise, which belongs to the private domain operation.
As a private domain consultant and trader, I scanned the code and added their WeChat as soon as possible, and expected that their private domain could make my eyes shine, and it was best to convert me.
As soon as it was added, it was automatically passed.
1. Persona IP
First of all, I looked at their WeChat four-piece set.
They have avatars and nicknames, but the background and signature of the album are missing, their identities are blurred, and no one has an IP.
This is the norm in many private domains, offline stores know about decoration, but online WeChat does not know.
What is a personal IP?
Simply put, it's an identity.
Is there a difference between having an unmanned IP?
Hey, that's a big difference.
If someone sets up an IP, the subsequent operation and sales work will be easy to do, if not, it is usually very much traffic and operation, and even so, sales are not so easy to do.
IP brings trust, attraction, and conversion.
For a chain store like this, you can set up an IP with the store manager as a person, which is real, concrete, and has no sense of distance.
再来看引流。
II. Withdrawing
What is well done is:
The drainage entrance is placed on the dining table, and only the customers who have consumed it are accurate enough. (You can also think about the difference between putting it at the cash register and the welcome desk?)
What's not good enough:
There is no one to guide it, too Buddha.
This is very common in restaurants and even many brick-and-mortar stores, which seem to be designed to attract traffic, but no one guides them (no one guides and someone guides them, the effect is 10 times worse).
Put the WeChat QR code there, no matter if you don't ask, I don't know if you are too confident in yourself or too confident in customers.
Anyway, proper formalism (draining the first pit).
The reasons behind it are nothing more than two points:
If the boss doesn't pay attention to it, the employees won't pay attention to it, and if the employees don't benefit, there will be no motivation.
Why doesn't the boss pay attention?
The common situation is that they don't know enough about the private domain, they don't know what the private domain means to the business operation, and they see that others are doing it, and let the people below try it, but the money is spent, and the thing is not successful, and they don't know what the problem is (vague loss).
From my experience, most of the reasons why the private domain is not doing well is that the boss does not pay enough attention to it.
How effective is the drainage?
I don't know how many friends I added, but judging from the group, it seems that there is only one group (there are usually 2 groups when the group is full), and as of 4.24 today, there are only 90 people in the group.
Xiao Fu Nan member group
I checked the authentication time of their enterprise WeChat is December 29, 2023, and it has been almost 4 months as of today, and according to 110 days, less than one person is attracted in one day.
If you count the day of my meal, which is the weekend with a lot of people, as of the next day, the number of people in the group is 5 people (the number of people who joined in the figure above on 4.21).
What to do with this private domain?
It's not that no one in their store comes to eat, you must know that there is a queue on weekends, and at the end of the day, there are hundreds of tables (the numbers are all lined up to 100+).
Many private domains are not doing well, and the first problem is in the first step, and people can't get in.
How to solve it?
I won't say much at the boss level, if you want to do a good job in the private domain, rise to a certain height.
At the operational level, let's talk about the problem of people first, things are done by people, and people are the key. The best candidate is the manager of a store, the store manager.
Once you've chosen someone, how do you do it?
System first.
There must be both assessment and reward.
The specific rules for assessment and rewards are formulated according to the situation of the store.
The usual assessment standard is not less than 80%, that is, 100 tables are not less than 80 people.
But there is a feature of catering, there is more than one person at a table, so at this time the reward can be served, and the reward will be given according to the number of people added. (Don't forget, the guests at the same table are also accurate traffic)
In the case that there is a reward before the assessment, the store manager will personally go to each table to introduce (drainage).
In addition to drainage, this actually has another benefit, that is, the IP of the store manager (this face) is played, and the IP can play a role in retention (this will be discussed later)
Think about who we remember when we go to a restaurant for dinner? Probably not, if the store manager can leave a good impression on customers, is it more likely that you will go in the future?
Brands feel abstract, but people can be figurative. (You can taste this sentence carefully)
If the above is the first pit they stepped on to do private domain drainage, then they stepped on the second pit of drainage.
The drainage path is too long.
Let's take a look at their drainage paths:
Scan code (Qiwei code) - Qiwei 1 - scan code (applet code) - click "Join Qiwei" - scan code (Qiwei code 2) - Qiwei 2 - scan code (WeChat group code) - join the group
How much do you want people to join the group? (I'm wondering if they have gone through the process themselves, or if they have found an unobtrusive service provider and don't ask)
Join a group, and let people operate 5 steps!
Know that with each additional step, the conversion rate will be reduced.
If the path does not decrease here, the micro-rate will not come up.
There is also a design plus two micro-enterprises, which I didn't expect, and I haven't figured out the truth so far. In fact, directly scan the code and add the micro enterprise, and then join the group, and get it in two steps.
As an aside, does the private domain of catering have to pull a group?
Not necessarily.
Even for those who do not have rich experience in group operation, I suggest not to pull the group, otherwise it will do more harm than good (for example, the malicious troublemakers of your peers are enough for you), and it is completely enough to have 1v1 private chats, circle of friends, and small programs.
After adding WeChat, how do they keep it?
3. Retention
What is retention?
The explanation we hear the most is that after adding WeChat, we don't delete you.
In fact, real retention consists of two parts: "retention" and "preservation":
The uniqueness of WeChat private domain is that there are many contact points, so try to precipitate users on multiple WeChat contact points.
Comparison table of the advantages and disadvantages of WeChat private domain contacts
What the hell is it to get data?
Get user data, including:
The more user data is obtained, the more refined the operation and the more targeted the strategy.
Let's take a look at how they survived.
First of all, as I said earlier, the identity is vague, and it can't have a good retention effect.
Secondly, as soon as WeChat was added, an eye-catching welcome message was triggered:
Sentence by sentence.
The first sentence: "Xiaofunan membership rights and interests, newly launched".
I want to inform members about the benefits, but it's a bit of a waste of the first sentence.
In fact, the first sentence is a simple sentence to introduce the positioning characteristics of the brand, so that people can have an impression, and they can be searched for Hunan cuisine in the future. (Think about whether it is easier for customers to remember Hunan cuisine, or easier to remember by brand name?)
The second sentence is "Identify the QR code below to unlock new member benefits".
I want to use members to precipitate customers into the mini program, but I don't explain it clearly enough, what are the membership benefits? Don't say it the same as not saying it, just say the membership benefits directly, and only say one or two points that can impress customers the most.
The third sentence: "New users complete their membership information and get a 30 yuan voucher".
If you want to use the coupon to let users register as members and obtain user information, the question is 30 yuan, are you excited? Will you improve the information? Some people may will, but I won't, because I will subconsciously feel that I have to fill in a bunch of information when I see the perfect information. Don't mention the perfect information here, just fill it in when the customer receives the coupon. (Think about the difference?)
The fourth sentence: "If you have any problems, please chat privately to solve them, 📞 store phone: 027-".
I want to use private chat to solve problems and precipitate customers by phone, but this is not explained clearly, what does it mean to leave a phone?Determine any problem to be solved in private chat? Make sure you can see the customer's information immediately? WeChat private chat can solve what problems can be directly said, if you don't know it, don't mention it, and if you are not sure that you can reply immediately, you have to explain, what is the purpose of leaving a phone call.
The fifth sentence: "[Xiaofunan Activity] 💥 Pay attention to Xiaofunan's public account".
I want to precipitate customers to the official account, but why? If you want customers to pay attention to the official account, you have to give a profit point, otherwise everyone is so busy (lazy), who will pay attention.
In general, the design of the welcome message has too much information, too many things to ask customers to do, and there is no focus, which virtually increases the customer's action threshold.
The purpose of the welcome speech is to explain three things clearly: who I am, what I do, and finally guide.
Let's take a look at the applet.
The Mini Program first undertakes the task of data acquisition, and secondly, it also plays a role in precipitation.
Three modules are designed: coupons, balance (stored value), and points.
It's fairly comprehensive.
But how, exactly? Look at them one by one.
The coupon is a 30 yuan voucher for newcomers, valid for one month, note that his use date starts from the next day after receiving the coupon, why is it so designed?
There is still experience in this design.
The customer has already come to your store to spend (you have already paid the corresponding cost for this customer acquisition), why should you give an extra discount, it doesn't make sense, right?
There is only one purpose for giving coupons, to hook customers with coupons and eat them next time.
In addition, this coupon is a gift coupon and can be transferred to someone else.
This design is also very good, and I may not come back to eat it in a month, but I can give it to a friend.
As long as the coupon is used, it doesn't matter who eats it.
The coupon is good, but the position is wrong, and it is not easy to be found in the perfect information.
Either put it on the opening screen of the small program (the current opening screen is to add enterprise micro, which makes no sense, and the drainage is placed offline, and there is no need to drain the traffic from the small program to the enterprise micro), or put it after entering the group.
In short, the coupon is regarded as a point of interest, rather than a perfect information.
In addition, they can also design coupons from Monday to Thursday according to their needs, because they are almost full on Saturday and weekend, but they have a lot of vacancy rates from Monday to Thursday, and use coupons to pull the off-season consumption during the week.
From the perspective of operational strategy, this coupon largely determines retention and repurchase (second sale)
The balance is a stored value game, and there are 4 levels designed:
Charge 300 to get 380, charge 500 to get 580, charge 1000 to get 1180, and charge 2000 to get 2400
Obviously, there is no difference between charging 500 and charging 300, and between the two, you will basically choose to charge 300.
So either the amount of 500 is different, or you don't want 500.
These are not the most important things, the most important thing is that there is no guidance, no online, no offline, and you can't expect customers to secretly charge money in by themselves.
Even when I checked out, no one mentioned it to me.
There are two parts to points:
- The first is to get points, and you will get 1 point for every 20 yuan spent.
- The second is the use of points, which can be exchanged for dishes and vouchers.
This is good, points are another retention and conversion promotion strategy in addition to coupons.
The same problem, none of which are exploited.
When I checked out, no one gave me points either.
Let's take a look at the circle of friends.
The circle of friends is also a touchpoint that can play a role in retaining customers.
As shown in the figure, they pyq have posted some videos of teaching cooking, which can play a role in precipitation to a certain extent, but the content latitude is too small.
You can add some brand stories, founder stories, customer feedback, recommended dishes, organization of member activities, etc., and even some insights of IP, making people feel that this is a warm brand.
The circle of friends is a very important contact point for doing the private domain, and almost all the friends who do well in the private domain are well managed, on the contrary, the circle of friends is like that if the private domain is not doing well. Look at the circle of friends of most enterprises, two words, miserable.
pyq is too important, I'll share a little trick, if it's a micro, the top of the circle of friends must be used, and the circle of friends has a set of plays, "circle of friends script", the circle that must be seen by customers, fixed, forming a content sequence, all the people who add in can see it one after another.
This method can largely solve the problem of lack of content (there is no need for 20 moments a day like Liu Siyi).
After retention, let's look at conversion.
Fourth, transformation
The first consumption of food and beverage usually occurs in the public domain, offline stores or online Meituan, Dianping, and Douyin.
Whether or not they will come again, regardless of the private domain, depends on the overall consumption experience of the customer, including: taking the number, ranking number, dining environment, taste of the dish, cost performance, dining experience, etc.
The purpose of a private domain is clear:
By creating a great customer experience, we can help companies reduce costs and increase efficiency (reducing marketing and customer acquisition costs, and improving efficiency and profits).
The former is the cause, the latter is the effect.
Why create a customer experience?
Because in essence, what customers consume is an experience, and any link in the entire consumption process will affect the customer's experience and satisfaction with the consumption.
Like we go to Haidilao to eat hot pot, not necessarily how delicious the hot pot is, but the service is good and the experience is good.
What can be done to create a great user experience?
Not too much.
For example, we have taken the number to queue up when we eat out, and the most uncomfortable thing is that I don't know how long I have to queue, so I ask the waiter from time to time, and through the small program, I can check the queue from time to time, avoid crossing the number, and eliminate the sense of psychological unknown.
When ordering, you have to wait for the waiter to come over, people stand in front of you, and you have a sense of oppression if you have a bad mentality, and you can order food by yourself through the applet, which is more convenient and faster.
After eating, I don't know how satisfied the customer is, but through the private chat, you can collect the customer's feedback and solve the problem immediately.
These are all about improving the customer experience.
A good experience leads to a high return rate for customers.
The retention we talked about earlier is actually about creating a good customer experience.
How are they doing with conversions?
At first, I was going to wait a month or two to see what they did, but I didn't need to think about it, because judging from their previous Buddhist performances, it didn't matter anymore, and the results were expected.
They didn't even think of converting me on the spot, and it was impossible online.
The conversion of the private domain of catering usually refers to the first consumption (one sale) after adding WeChat
In fact, there are still many strategies that can improve the conversion of catering private domain, provided that the preliminary work is done sufficiently.
Let's take a look at four common strategies to drive conversions:
If there is a coupon, I can push the coupon first, I can push the point when the coupon is finished, and if the point is not good, I can also push the stored value (activity)
Of course, behind these operational strategies, data needs to be supported.
Let me give you a few examples:
These pushes may not be inconspicuous, and you may not feel anything, but let me tell you, these pushes have brought in more than 40 million GMV increments. These don't have to be pushed, I can still sell good, haha.
From here, it is not difficult to see that without the retention (precipitation and data) in the front, it is difficult to transform in the future.
Many private domains don't do well, but they don't take retention seriously.
There is no hope for conversion, what about repurchase?
I think as far as the current situation is concerned, they haven't figured out how to increase repurchase through private domains.
5. Repurchase
Repurchase refers to the purchase of two purchases in the private domain.
How to do the repurchase of catering private domain?
This is a difficult problem for all private food and beverage domains.
Products with low prices and strong repurchase attributes are simple, like coffee, and the coupon is over, but for Chinese food, you can't always push the coupon, right?
So, as we said earlier, repurchase and conversion is a result, a result of a customer's choice after a good experience.
All the things we can do, the product itself, the dining environment, coupons, points, stored value, selling beauty, emotional value, these are all creating a customer experience, and of course, they are also factors that can drive repeat purchases.
In short, the more cards you have, the more likely you are.
The most important reason why many private domains can't repurchase at all is that there is too little work done around customer experience and too few cards to play.
How many cards you can play in your hand?
Finally, let's see how they do with customer relationship management.
6. Customer relationship management
What is customer relationship management first?
It is the evolution of the relationship between customers and you, from the beginning of a traffic, to your users, then to become active users, to become your customers after purchasing, to continue to buy into repeat customers, to continue to buy to become loyal customers, and to help you refer.
The essence of private domain is to establish a long-term and loyal customer relationship with users.
The surface of private domain traffic operation is data, and the deep logic is the transformation of relationships.
If you understand this, you will know why the private domain should have a personal IP, why the private domain should not wash the traffic, and why not send random advertisements to harass your customers.
Because it's not easy to build relationships.
It's even harder to build long-term and loyal customer relationships.
But destroying relationships is a breeze.
They have designed coupons, points, stored value, and membership systems, and I have to say that the tools to establish relationships with customers are very complete, but they only stay at the tool level, and tools cannot replace relationship management.
And the private domain provides us with such a good medium.
Final words
1. The food in this restaurant is not bad, and the snacks delivered are delicious, but I don't expect anything from their private domains, just as I don't expect from most private domains, except for a few that are really good, and those who ask me for advice or trading.
2. The above 5 parts, from setting up IP to drainage to conversion to repurchase or referral to customer relationship management, are a framework for doing private domain, no matter what industry you are, you can apply it, but the focus is different.
3. For the vast majority of brands, it is difficult to sell good goods only in the private domain, because you are neither Li Jiaqi (ultra-low price rush to buy brand goods) nor KFC (strong brand), why should users buy your things in your WeChat?
4. Why should catering companies do private domains, because this is almost the only way you can reduce costs and increase efficiency.
5. The purpose of the catering private domain is only one, to help enterprises reduce costs and increase efficiency by creating a great customer experience (reducing marketing and customer acquisition costs, and improving efficiency and profits).
This article was originally published by @大江吴 on Everyone is a Product Manager. Reproduction without permission is prohibited
The title image is from Unsplash and is licensed under CC0
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.