How can an entrepreneurial entity store with light operation and heavy service operate a membership community?

I have been writing about community operations for a long time, and I have a deep understanding because I have participated in many community operations since last year, and I have been operating from beginning to end.

I am involved in the community operation of the learning and growing community, which is very different from the physical store community, but I still have a lot of experience to learn. Learning and growing communities emphasize operation, while shop member communities need light operation.

Don't put too much energy into the operation of the storefront member community, otherwise it will put the cart before the horse. And some stores have only a dozen customer groups, and all the groups are full. If the store operates according to the learning and growth community, it really can't be managed. Therefore, the member communities of physical stores are mainly light operations.

Moreover, to ensure income, we should not arbitrarily increase expenses in special periods, such as recruiting operators to run storefront member communities. Spending is not only money, but also time and energy.

So what should the member community that runs the store do? How to make light operation and heavy service? The following three points can be used for reference:

1, early establishment, making rules?

When pulling customers into the community, we should clearly tell customers what can and can't be done in this group. You know, everything is established in advance, and it will be ruined without planning.

Many members do not allow customers to advertise, which can be corrected. After all, there are too many groups to control. Instead of kicking someone when they see an advertisement, it is better to unite some people who are really making products and run an alliance together.

Set the advertising time and match the red envelope. The amount of red envelopes can be announced in the group in advance (red envelopes can't be too few, no one likes to grab a few cents of red envelopes, and your group will die soon after a few cents of red envelopes are sent for a long time). In this way, during the advertising time, someone comes to collect red envelopes, which makes them popular and promotes the products by the way, which is also a good thing for both parties.

Before you allow others to advertise in your group, be sure to check whether the goods of the merchants are qualified, preferably the products or services of a merchant store in the surrounding alliance. Don't advertise too much, introduce one picture at a time. At the same time, it should also be noted that the transaction risks between other members are borne by both parties and have nothing to do with the store.

There should be restrictions on the advertising time, the number and time of advertising every night so as not to disturb customers.

2. Communicate regularly and make good use of small programs?

Advertising time is the welfare for customers, and it is also the store's own advertising time, such as sending coupons and small gifts. The specific operation method is also mentioned in the following article.

After the epidemic, the way to break the store!

How to make the WeChat community of physical stores have greater commercial value!

Offline fruit shops, in this way, can also maintain income during the epidemic period when the market is not good!

Group Solitaire is a particularly good small program, which can prevent customers from purchasing commodity registration information in time. With the development of WeChat function, applets are more and more complete and ready to use.

The use of all small programs and the development of WeChat community ecology are all aimed at making transactions easier. New retail is a change of people, goods and markets. The essence of all transactions has not changed, but the way has changed. The ultimate goal is to adapt to new ways, reduce workload, reduce costs and improve efficiency.

As the business becomes more and more community-oriented, there may be too many activities to participate in, such as not updating information in time and not communicating in time. At this time, customers can be guided to stay in the circle of friends of the merchants.

We should not only pay attention to the interaction and communication in the community, but also make the circle of friends active, and occasionally do activities in the circle of friends and send some small benefits. You can also show the dynamics in the community and show customer feedback in the circle of friends.

3. Meet offline and link more to increase emotional connection?

All online activities are aimed at strengthening emotional ties. However, there are many interactions within the group, so it is not as good as meeting offline.

When trading offline, you can strengthen customer contact and listen to customer feedback. Feedback is an opportunity for growth.

Needless to say, the benefits of offline meeting transactions, online chat interaction across the screen, offline is the real interaction between people.

Meeting offline, not only has the experience of selling products in stores, but also the investment in interpersonal relationships. Because they are all nearby, everyone can help each other if they need anything.

It is also good to meet offline when running in the community. Find the most influential person in the crowd. Who is the most influential person? Is it possible to grasp the new trend and have more gossip? A thoughtful and warm-hearted person can do it when others need help.

Links with such super communicators will also bring incredible effects to their own communities.

Finally, a set of trading formulas of Renren Business School written by teacher Liu Run is given: sales = flow × conversion rate × customer unit price × repurchase rate.

In the new retail market, the traffic of physical stores is no longer the traffic of people coming and going offline, but the traffic that can be activated by online communities and friends. The conversion rate is the conversion of traffic. The unit price of customers comes from products, channels and sales methods, while the repurchase rate depends on the quality of products, the service of stores and the success rate of marketing (are the contents of advertising marketing seen and perceived by customers? )

Whether it is new retail or old retail, the most important thing is the quality of products and the maintenance of customer relations.

Products are the foundation of all services, and relationships are the ties between people. Only reliable and professional people can make others have stronger trust in you! Trust is the cornerstone of continuous trading.