Source title: JOJO joins hands with Youzan New Retail: Empowering shopping guides to obtain potential leads of customers leaving the store, sales conversion accounts for 65% of the whole domain
One of the representative brands of mid-to-high-end children’s wear, with global annual sales of over 100 million, and hundreds of stores across the country… Established in Shenzhen, JOJO has gained countless shining “labels” after 21 years of exploration and development.
Digital transformation not only solves the problem of customer flow growth in stores, but also brings a significant improvement in performance and human efficiency to JOJO: 65% of global orders come from digital contributions, and the billing rate of online distribution of shopping guides exceeds 90%, and the per capita sales of shopping guides has reached a new moon increased by 2.3 times.
Activate the shopping guide, headquarters, stores, and online stores play a game of chess
In order to break through the time and space constraints of traditional stores, reach a wider consumer group, and improve the efficiency of store shopping guides, JOJO once used an integrated digital tool for online distribution, but encountered some problems. First of all, the attribution of customer data is not accurate. The performance attribution can only be calculated for the exclusive shopping guide, and the customer can only belong to one store after entering the store. Distribution enthusiasm is not high. In addition, the channels for attracting new stores are relatively simple, and there is a lack of diversified customer acquisition methods such as bringing old customers with new ones and joining group fissions, which leads to the lack of motivation for shopping guides to carry out customer management.
After cooperating with Youzan New Retail, JOJO realized the two-way travel between the private domain team and the shopping guide: one store and one online store, the headquarters put the needs of the shopping guide first, designed independent activities of the online store, and the shopping guide actively carried out online store distribution to achieve performance improvement.
In order to maximize the value of shopping guides, JOJO empowers and improves the efficiency of shopping guides from various aspects such as performance accounting, customer flow supply, content empowerment, work efficiency improvement, and shopping guide competitions:
In terms of performance accounting, JOJO will include the sales amount of the online store into the performance of the shopping guide, combine the commission, and give priority to the performance attribution to the sales shopping guide. In terms of customer flow supply, JOJO binds new customers and shopping guides into an exclusive relationship, and provides exclusive customers with real-time browsing tracks and other intended customer information clues. Shopping guides can also follow up orders through automated after-sales care to improve performance. In terms of content empowerment, the headquarters provides sales materials on a daily basis and carries out various marketing activities to help guide sales. In terms of tool application, in addition to providing professional training and SOP operation videos for shopping guides, the headquarters will also give special guidance to stores every week to help shopping guides solve system operation problems. In addition, JOJO also regularly organizes online store shopping guide competitions, such as enterprise micro-launch competitions, online store performance competitions, etc. Shopping guides can get additional incentives for online transactions, driving shopping guides to convert global orders and increasing online sales enthusiasm.
System Integration, Improve Efficiency and Transformation
System integration is an indispensable infrastructure for new retail transformation. As the first landing project of Youzan’s new retail integration cabin, JOJO has realized real-time synchronization of online and offline inventory, sales, membership and other data, which is convenient for multi-channel sales and precise marketing, and can also provide more online and offline integration. services to meet the diverse shopping needs of consumers.
Valet order+Chukutong: Reduce the loss of store intention orders
In the past, when a customer took a fancy to a product in a JOJO store, if there was a shortage of stock, the shopping guide had to manually check the inventory of other stores and make a transfer. In addition, the shopping guide also needs to manually find the courier to deliver the goods to the door, and the customer also needs to transfer the red envelope to pay. This process is cumbersome and error-prone, which reduces the trust of customers and leads to the loss of orders.
Now, through Youzan New Retail’s valet order function, the shopping guide 5s can complete the valet order, and the inventory is automatically routed and distributed, saving the shopping guide from the trouble of checking inventory and placing orders by themselves. At the same time, the shopping guide can provide customers with exclusive discounts to increase the attractiveness of purchases. For customers, there is no need to perform cumbersome transfer operations, and they can also check the logistics information in the mall at any time to understand the delivery progress of the goods.
discountticket/Shopping guide: increase new customers in storesguestunit price
In the past, it was cumbersome for consumers to check coupons in stores, and the shopping guide had to operate on multiple terminals, the data was prone to errors, and the performance verification of shopping guides and the attribution of customer relationships were somewhat confusing. Through Youzan New Retail, JOJO has optimized the store coupon verification process. The specific process is as follows:
Before cashier, consumers add shopping guide enterprise micro friends, complete membership registration, and bind the exclusive relationship of shopping guide. Consumers automatically get newcomer coupons that are available that day.
At the cashier, use Yum POS to scan the membership code or enter the last 4 digits of the mobile phone number to identify the membership and view the membership coupon. The shopping guide only needs to scan the barcode of the product to enter the product information, and the system will directly deduct the discount.
After the cash register, the system will automatically push the 3315 after-sales care process to the shopping guide to start the customer after-sales service process.
Precipitate passenger flow, efficientBack to the store to promote repurchase
In the case of sluggish growth in public domain traffic such as stores, it is particularly important to create a private domain traffic pool that can be repeatedly reached and converted. With the support of digital tools such as Youzan CRM, Youzan Enterprise Micro Assistant, and Youzan Shopping Guide Assistant, JOJO has realized digital precipitation and digital management of users.
Valid customer informationprecipitation,Per capita pullMoM growth2.3times
In terms of customer capital accumulation, JOJO has adopted two paths: new customers in the store are transferred from public to private, and individual and old customers are transferred from private to private:
For new customers in the store, customers can bind the exclusive service relationship with the shopping guide by scanning the exclusive QR code of the shopping guide, and it only takes 5 seconds to quickly join the membership and join the store’s corporate WeChat. For the old customers on the personal WeChat of the shopping guide, there are three ways to add enterprise WeChat: First, when the old personal WeChat customers place an order by themselves, the system will automatically send the task of adding corporate WeChat friends to their exclusive shopping guide. Second, shopping guides can send exclusive coupons on corporate WeChat to individual WeChat customers. In addition, shopping guides can also send invitations to personal WeChat customers, allowing old personal WeChat customers to bring new corporate WeChat friends to add shopping guides.
In order to better motivate shopping guides to recruit new users, JOJO has also designed a comprehensive mechanism for building files and adding new users. This mechanism breaks down the goal of attracting newcomers into the daily work of each shopping guide, including the number of newly joined corporate WeChat friends and the number of original personal WeChat friends converted to corporate WeChat.
In terms of incentive mechanism, if a shopping guide completes 100% of the personal recruiting indicators within a month and ranks among the top three, he will be rewarded accordingly, in order to motivate the shopping guide to work hard to recruit newcomers. At the same time, in order to urge the shopping guide to complete the goal, if the personal goal completion rate is lower than the set threshold, a certain amount of red envelopes must be distributed in the group, and the shopping guide is required to write a review letter. This negative incentive mechanism can prompt shopping guides to reflect on their work performance and improve work efficiency.
Fine customer maintenance, improve conversion andRepurchase
After customers settle into Qiwei, how to improve their conversion and repurchase through effective operation? JOJO starts from two aspects:
One is to promote order conversion through 1vN promotion. The shopping guide sends event notifications and interactive knowledge through the circle of friends to attract customers to visit the online store/commodity, and by viewing the portraits of the intended customer’s browsing preferences and historical purchase records, the shopping guide can recommend corresponding products/discounts according to the customer’s interests, thereby guiding the customer to place an order Or invite into the store. In addition, the store manager will also follow up the shopping guide’s task completion rate and lead conversion rate in real time, reminding the shopping guide to follow up the order in time.
The second is to increase the repurchase of old customers through 1v1 maintenance. After the old customer is sold, JOJO will automatically carry out 3315 after-sales care services, and make the after-sales service SOP, such as after-sales service satisfaction survey, cleaning and maintenance reminders, etc. In addition, JOJO will also carry out membership days every Wednesday, monthly/daily birthday marketing reminders, and off-the-shelf special sales services to attract old customers to buy again.
In general, JOJO’s new retail transformation road is divided into three steps: the first step is the integration of operations, fully connecting stores, online stores, online and offline, and building a digital infrastructure; the second step is digitization of members, through the transfer Private and private transfers can efficiently accumulate customer assets, improve customer loyalty and repurchase rate; the third step is to refine membership, encourage shopping guides to promote sales in the whole area, and bring back shop repurchases through shopping guide care and maintenance. Every step of exploration and action reflects JOJO’s determination and efforts to transform into new retail. In the future, JOJO will continue to work hand in hand with Youzan to deepen more service scenarios, bring more growth models to the industry, and create better retail opportunities for consumers. shopping experience.
One of the representative brands of mid-to-high-end children’s wear, with global annual sales of over 100 million, and hundreds of stores across the country… Established in Shenzhen, JOJO has gained countless shining “labels” after 21 years of exploration and development.
Digital transformation not only solves the problem of customer flow growth in stores, but also brings a significant improvement in performance and human efficiency to JOJO: 65% of global orders come from digital contributions, and the billing rate of online distribution of shopping guides exceeds 90%, and the per capita sales of shopping guides has reached a new moon increased by 2.3 times.
Activate the shopping guide, headquarters, stores, and online stores play a game of chess
In order to break through the time and space constraints of traditional stores, reach a wider consumer group, and improve the efficiency of store shopping guides, JOJO once used an integrated digital tool for online distribution, but encountered some problems. First of all, the attribution of customer data is not accurate. The performance attribution can only be calculated for the exclusive shopping guide, and the customer can only belong to one store after entering the store. Distribution enthusiasm is not high. In addition, the channels for attracting new stores are relatively simple, and there is a lack of diversified customer acquisition methods such as bringing old customers with new ones and joining group fissions, which leads to the lack of motivation for shopping guides to carry out customer management.
After cooperating with Youzan New Retail, JOJO realized the two-way travel between the private domain team and the shopping guide: one store and one online store, the headquarters put the needs of the shopping guide first, designed independent activities of the online store, and the shopping guide actively carried out online store distribution to achieve performance improvement.
In order to maximize the value of shopping guides, JOJO empowers and improves the efficiency of shopping guides from various aspects such as performance accounting, customer flow supply, content empowerment, work efficiency improvement, and shopping guide competitions:
In terms of performance accounting, JOJO will include the sales amount of the online store into the performance of the shopping guide, combine the commission, and give priority to the performance attribution to the sales shopping guide. In terms of customer flow supply, JOJO binds new customers and shopping guides into an exclusive relationship, and provides exclusive customers with real-time browsing tracks and other intended customer information clues. Shopping guides can also follow up orders through automated after-sales care to improve performance. In terms of content empowerment, the headquarters provides sales materials on a daily basis and carries out various marketing activities to help guide sales. In terms of tool application, in addition to providing professional training and SOP operation videos for shopping guides, the headquarters will also give special guidance to stores every week to help shopping guides solve system operation problems. In addition, JOJO also regularly organizes online store shopping guide competitions, such as enterprise micro-launch competitions, online store performance competitions, etc. Shopping guides can get additional incentives for online transactions, driving shopping guides to convert global orders and increasing online sales enthusiasm.
System Integration, Improve Efficiency and Transformation
System integration is an indispensable infrastructure for new retail transformation. As the first landing project of Youzan’s new retail integration cabin, JOJO has realized real-time synchronization of online and offline inventory, sales, membership and other data, which is convenient for multi-channel sales and precise marketing, and can also provide more online and offline integration. services to meet the diverse shopping needs of consumers.
Valet order+Chukutong: Reduce the loss of store intention orders
In the past, when a customer took a fancy to a product in a JOJO store, if there was a shortage of stock, the shopping guide had to manually check the inventory of other stores and make a transfer. In addition, the shopping guide also needs to manually find the courier to deliver the goods to the door, and the customer also needs to transfer the red envelope to pay. This process is cumbersome and error-prone, which reduces the trust of customers and leads to the loss of orders.
Now, through Youzan New Retail’s valet order function, the shopping guide 5s can complete the valet order, and the inventory is automatically routed and distributed, saving the shopping guide from the trouble of checking inventory and placing orders by themselves. At the same time, the shopping guide can provide customers with exclusive discounts to increase the attractiveness of purchases. For customers, there is no need to perform cumbersome transfer operations, and they can also check the logistics information in the mall at any time to understand the delivery progress of the goods.
discountticket/Shopping guide: increase new customers in storesguestunit price
In the past, it was cumbersome for consumers to check coupons in stores, and the shopping guide had to operate on multiple terminals, the data was prone to errors, and the performance verification of shopping guides and the attribution of customer relationships were somewhat confusing. Through Youzan New Retail, JOJO has optimized the store coupon verification process. The specific process is as follows:
Before cashier, consumers add shopping guide enterprise micro friends, complete membership registration, and bind the exclusive relationship of shopping guide. Consumers automatically get newcomer coupons that are available that day.
At the cashier, use Yum POS to scan the membership code or enter the last 4 digits of the mobile phone number to identify the membership and view the membership coupon. The shopping guide only needs to scan the barcode of the product to enter the product information, and the system will directly deduct the discount.
After the cash register, the system will automatically push the 3315 after-sales care process to the shopping guide to start the customer after-sales service process.
Precipitate passenger flow, efficientBack to the store to promote repurchase
In the case of sluggish growth in public domain traffic such as stores, it is particularly important to create a private domain traffic pool that can be repeatedly reached and converted. With the support of digital tools such as Youzan CRM, Youzan Enterprise Micro Assistant, and Youzan Shopping Guide Assistant, JOJO has realized digital precipitation and digital management of users.
Valid customer informationprecipitation,Per capita pullMoM growth2.3times
In terms of customer capital accumulation, JOJO has adopted two paths: new customers in the store are transferred from public to private, and individual and old customers are transferred from private to private:
For new customers in the store, customers can bind the exclusive service relationship with the shopping guide by scanning the exclusive QR code of the shopping guide, and it only takes 5 seconds to quickly join the membership and join the store’s corporate WeChat. For the old customers on the personal WeChat of the shopping guide, there are three ways to add enterprise WeChat: First, when the old personal WeChat customers place an order by themselves, the system will automatically send the task of adding corporate WeChat friends to their exclusive shopping guide. Second, shopping guides can send exclusive coupons on corporate WeChat to individual WeChat customers. In addition, shopping guides can also send invitations to personal WeChat customers, allowing old personal WeChat customers to bring new corporate WeChat friends to add shopping guides.
In order to better motivate shopping guides to recruit new users, JOJO has also designed a comprehensive mechanism for building files and adding new users. This mechanism breaks down the goal of attracting newcomers into the daily work of each shopping guide, including the number of newly joined corporate WeChat friends and the number of original personal WeChat friends converted to corporate WeChat.
In terms of incentive mechanism, if a shopping guide completes 100% of the personal recruiting indicators within one month and ranks among the top three, he will be rewarded accordingly, in order to motivate the shopping guide to work hard to recruit newcomers. At the same time, in order to urge the shopping guide to complete the goal, if the personal goal completion rate is lower than the set threshold, a certain amount of red envelopes must be distributed in the group, and the shopping guide is required to write a review letter. This negative incentive mechanism can prompt shopping guides to reflect on their work performance and improve work efficiency.
Fine customer maintenance, improve conversion andRepurchase
After customers settle into Qiwei, how to improve their conversion and repurchase through effective operation? JOJO starts from two aspects:
One is to promote order conversion through 1vN promotion. The shopping guide sends event notifications and interactive knowledge through the circle of friends to attract customers to visit the online store/commodity, and by viewing the portraits of the intended customer’s browsing preferences and historical purchase records, the shopping guide can recommend corresponding products/discounts according to the customer’s interests, thereby guiding the customer to place an order Or invite into the store. In addition, the store manager will also follow up the shopping guide’s task completion rate and lead conversion rate in real time, reminding the shopping guide to follow up the order in time.
The second is to increase the repurchase of old customers through 1v1 maintenance. After the old customer is sold, JOJO will automatically carry out 3315 after-sales care services, and make the after-sales service SOP, such as after-sales service satisfaction survey, cleaning and maintenance reminders, etc. In addition, JOJO will also carry out membership days every Wednesday, monthly/daily birthday marketing reminders, and off-the-shelf special sales services to attract old customers to buy again.
In general, JOJO’s new retail transformation road is divided into three steps: the first step is the integration of operations, fully connecting stores, online stores, online and offline, and building a digital infrastructure; the second step is digitization of members, through the transfer Private and private transfers can efficiently accumulate customer assets, improve customer loyalty and repurchase rate; the third step is to refine membership, encourage shopping guides to promote sales in the whole area, and bring back shop repurchases through shopping guide care and maintenance. Every step of exploration and action reflects JOJO’s determination and efforts to transform into new retail. In the future, JOJO will continue to work hand in hand with Youzan to deepen more service scenarios, bring more growth models to the industry, and create better for consumers. shopping experience.
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2023-07-04 06:05:00
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