To end consecutive years of losses and increase repurchase rate by 15%

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Qiu Yijia, deputy dean of the Business School of National Chengchi University, analyzed that Ah Shou is a small and medium-sized enterprise. It is a relatively pragmatic choice to choose the high-penetration LINE official account to operate because it currently needs to grab the audience's attention and the cost of attracting customers is high. Borrowing money from LINE The effectiveness of using force is relatively high.

Just 7 years ago, the story didn't go like this. Chai Hongde was deeply impressed. At that time, the marketing teams of other brands were not necessarily familiar with and operated LINE official accounts. Therefore, when Ah Shou first launched his official LINE account, he also suffered a setback. Many functions had yet to be optimized and developed. When a large number of loyal customers saw that the messages had been read by the robot and could not be read back, it attracted a large number of customer complaints.

In the first step of transformation , they changed LINE’s third-party technology service provider (to Crescendo Labs ) to integrate customers’ online and offline data to help the brand more efficiently note japan whatsapp phone number every preference for consumers. and needs . Then, through annotation, information that is more interesting to customers can be pushed online and linked to offline activities. For example, store salespeople will give customers introductions to related items and outfit suggestions based on the product pages they have clicked.

The second step is to classify the consumers we have mastered and carry out customized marketing communications and preferential activities , with the purpose of providing customers with a more exclusive sense of exclusivity. Last year, Ah Shou targeted female consumers who had clicked on marketing posts about outdoor sports shoes and spring fun activities, and promoted the message that they could get a pair of antibacterial health socks for free when they purchased designated shoes in stores. Unexpectedly, the simple copywriting and the web links of two shoe products caused more than 80 % of the audience to open the message and the click-through rate doubled.