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小程序开发丨想携小程序C位出道?传统品牌几大玩法、几大困惑都在这里了
时间:2019-01-14 11:41:35
文章发布:李阳
原创作者:未知
来源:互联网

微信的更新,小程序离商业化更近了:搜索、流量分发、线下连接,都已经打通。这也让很多玩家更疑惑:CRM、客服、引流、销售,到底小程序能干吗?先行者则进行了更多尝试,包括汉光百货、星巴克,都在连接、功能和联动上做了模式探索,从中可以看出,小程序轻薄、中转站等特性明显,一句话:小程序是一座桥,不是一座房子,走过去,不要盖房子。


一、品牌主试水小程序,仍存在「定位、玩法」等困惑


7月份微信更新重要功能,小程序在商业化进程的道路上又迈进一步。


主要更新1:针对IOS,微信6.7.1可把常用小程序添加到「我的小程序」;


主要更新2:品牌搜索给商家带来品牌官方区和微主页;


这两大更新都将直接提高小程序的转化和留存。


小程序开发丨想携小程序C位出道?传统品牌几大玩法、几大困惑都在这里了-艺源科技


虽然实体零售业依旧处于磋磨之中,但是新零售背景下的人货场重构给予实体零售业新的机会,其中微信生态更是给了品牌主重新焕发活力的新机会。


品牌主在小程序的应用过程中,普遍存在四大困惑:


困惑1:小程序与现有的线上生意的关系如何?


困惑2:对小程序的定位不清楚,是CRM、品宣还是引流、甚至销售?


困惑3:原有的线上玩法在小程序上还能不能复制?


困惑4:微信政策的不确定性,对资源的投入该如何分配?


二、品牌主在小程序上不断进行积极探索


品牌主结合微信基础功能在引流、销售、服务和会员管理等方面积极探索,目前还处于单点应用尝试阶段:

在品牌主积极探索中,主要有四大典型模式:


模式一:「小程序矩阵下智慧零售模式」,会员卡+线上商城+服务串联


典型代表:汉光百货


模式二:「拼团到店模式」,小程序拼团、到社区店取货反向引流和指导选址


典型代表:百果园


模式三:「礼品卡销售模式」,赠送亲友礼品提升用户活跃率


典型代表:星巴克


尽管一定程度受到瑞幸的冲击,但小程序拓宽到店和社交场景,星巴克APP用户活跃率同比增加70%左右。


模式四:「快闪店模式」,今日快闪过时不候,用闪购进行品类集中销售,提升用户参与积极性


典型代表:兰蔻、圣罗兰、日默瓦等


三、品牌主可以如何更好地利用小程序?


品牌主需要明确公众号、小程序和APP之间的关系和关联作用


品牌主需要明确自己是否有造血能力,为小程序持续引流


小程序的留存率低众所周知,建议品牌主利用好微信小程序60多个入口和公众号矩阵,识别目标用户的画像和日常行为,进行用户的精准触达、提升拉新效果。


品牌主在使用小程序的过程中需要「轻为上」


前期,可以不在小程序沉淀用户和数据,直接以促进转化为目的进行小程序的运营「闪购、会员注册、结算等服务」; 后期,在用户养成使用习惯后,可考虑扩大用户全流程服务的应用场景。


小程序开发
标签: 小程序
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