How to develop strong marketing capabilities of old customers?

　　Here, I used a modifier: strong. Because there may be a particularly terrifying fact before you: in the future, your Taobao store may become more and more dependent on you to deeply explore the value of old customers, and more and more dependent on you to be "self-sufficient". It is not that Taobao doesn't want to care about you anymore, but that it will gradually become powerless.

　　Of course, here we must expand the meaning of "old customer marketing", otherwise there are many products that are hardly any old customers, such as furniture. At this time, old customer marketing cannot be limited to second or multiple purchases. For example, old customer posts it on your Moments or Weibo, and someone else buys it again, which also falls within the scope of old customer marketing.

　　Of course, different products will have different ways of playing, but the core is: you have to gather your old customers together, no matter what platform it is, whether it is WeChat, Weibo, or Weitao! Then there are actually two core issues involved here:

　　1. How to gather old customers?

　　How to gather old customers? First of all, you have to choose a good platform. Anyway, the one we use the most now is WeChat, because everyone uses this thing more. Then the most common method is scratch card. As the name suggests, scratch cards are actually a way to play "shock consumers". No matter how big or small the prize is, you will be happy if you win the prize. When people are happy, they are not so alert (it is easier to be trapped in the fish pond). Of course, the grand prize is happier. Generally, all our scratch cards are set as first prize (or special prize), and the prize is directly cash red envelopes. The key point is: you must indicate it on your scratch card and go to the platform you have chosen to receive the award, such as adding WeChat, adding Weibo, following Weitao, etc.

　　2. What should I do after gathering?

　　How to market? Many marketing can be completed when sending packages. For example, if you sell maternal and child products, and the consumer buys a can of milk powder from you, then you can basically judge what age the child at home is based on the age group of milk powder purchased by the consumer. So, you should always know what children of this age might need, toys, books, complementary foods, bottles... Therefore, make the flyer in advance, then put the corresponding product introduction on it, and directly make the purchase QR code. This secondary purchase rate is still very good, provided that your event can be designed well.

　　Some old customers need to follow-up marketing. For example, if you are a clothing product, then when the new product comes out, you can notify your old customers through WeChat and other tools. Of course, you have to give some discounts. So what if you are doing home furnishings and other products that have no secondary purchases? You can also play and give things, let them promote them on your Moments or Weibo, and design the event well, and there is no problem with the results.

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