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目前，实体店难做，很多人都在寻求线上渠道，实体店的流量获取与线上相比往往质量更好，更容易赋能品牌新增应收增长的新方式。本文针对门店如何做私域导流进行分析，希望对你有所启发。
长期以来，有很多人都在问实体门店的流量是不是比线上获取的更杂，或者是更加难变现，但是其实现实往往是相反，我从我实际的经验中告诉你，其实门店流量，往往比线上的质量更好，更容易赋能品牌新增应收增长的新方式。
一、门店流量远比线上流量更加优质
在过去12月到3月的时间里，我们通过门店、外卖包裹卡以及裂变等方式，为线下6家面包门店成功裂变出了将近13万名用户，从门店测试上来看，门店引流的粉丝将近九万余人，其次是通过任务宝等形式完成的裂变奖将近两万余人。在引流后的三十天后，我们重新对流量进行了判定。
不同渠道带来的流量，在同样的朋友圈以及触达的策略上，门店引流的用户留存率高达86.3%，而企业微信引流的用户留存率仅为65%，其他公众号、外卖包裹卡等形式引流回来用户，整体的留存率在70%上下浮动。
通过调取大量的用户信息后，以及通过用户的购买信息匹配后发现，我们惊奇的发现门店引流下来的用户，在我们设定的晚间清仓（约8点打折）的时间段内购买的比例远远低于其他渠道，约占三十天内消费次数的23%，而他们主要的消费时间段为早间或者下午茶外卖的形式，这一比例接近于62%，由此可以发现，门店流量用户，他们更偏重于产品的出炉时间以及上新时间，能够给品牌带来更多的增加GTV（涉及保密不在透露）。
二、门店赛马，要求与激励相结合
在过去相当长的一段时间内，该品牌对于门店的线上化推进相当缓慢，尤其是在店员的推进上，往往更加容易遇见店员文化良莠不齐，以及部分操作人更喜欢门店的“家繁荣”，从而对于门店线上销售重视的不足。
通过SCRM系统，将门店内的企业微信相关联，通过门店赛马的形式，由总部统一设置素材话术管理，门店优惠统一化的营销，实现不仅仅在物料以及宣传口径上的统一，同时让各家门店的店员能够实时看见自己的PK情况，贴合动态的提醒，进一步的提高门店店员的积极性，将最初的85个杂乱的社群，演变成目前的285个社群，覆盖86431客户的规模，每周消费约137元，比其他渠道销售额更高。
最终通过该动作，将门店流量进行私域的沉淀，从而将优惠券更加方便快捷触达给普通用户，养成【当日添加当日用，次日还有额外券】的情况，锁定未来用户三到五天消费频次。
三、连带消费，用户圈层再提升
门店的销售额往往与店员的绩效相关联，同时有联动着他们的钱包，为此如何将线下高动销面包提高宣传面，低动销产品更好的触达给消费者。
我们整理的以往门店主要热销单品，如【白玉豆乳、北海道牛奶吐司、芋泥肉松、海燕芝士蛋糕、松松贝贝等】爆品产品，通过数据的整理，将北海道牛奶吐司与蛋黄酥进行关联的形式，引导我们消费者今日购买北海道牛奶吐司，可88折购买蛋黄酥的产品，将原本用户的单次消费15~30的低消费人群，提升至30~35元的高消费人群，从而也实现了低动销产品的销售转换。
四、改变不了产品，改变营销口径助增长
由于门店用户往往在白领、家庭主妇为主，线上整体的运营主打【掘地三尺，找出用户习惯】的整体方针，通过营销活动，积分与问卷调查相结合的动作形式，不断的增加用户的标签，建立完整的用户画像，最终实现在用户重要的亲人或者朋友生日前三天提醒询问，当日兜底促活优惠的形式，不断拉近与用户之间的关系，从而引导用户在我们线上小程序进行购买蛋糕。
在主打生日的【海燕芝士蛋糕】上，通过裂变活动活动，带来实际销售额度将近30W，根据整体的用户收货地址以及购买时间，我们惊奇的发现大多数地址都为写字楼办公室，意味着购买这一款的客户，主要还是以下午茶为主，随机整体的运营调整策略为【福利再翻倍，助力女神节】的噱头，贴合整体的社群、朋友圈等预热场景，最终实现裂变销售层级36级，带来实际GTV60余万。
通过实时数据的跟踪，将用户的收货地址进行二次分析，我们能够发现用户大多数的消费习惯以及产品的主打区域，从而进行营销方案的迭代，实现更高的GTV方向。
五、线上私域，该做符合需求的内容
营销回归本质，我们得真的清楚我们的客户，他们想要什么，通过满足他们想要的内容，让他们留下来，从而进行更好的进行心智教育。试问一下，如果你面对的是宝妈，你一直跟他说今日打工人要怎么样处理领导与同事之间的关系，那么被删除的概率将有多么大呢？
我们将私域的整体流量，拆封成年龄，圈层，购买习惯、消费能力，以及家里人的生日等重要情况，通过整体的模板进行触达，不断记录点击率以及内容触达成功率，再通过小程序的数据，控制整体的点击率高于13%，若不达到则进行内容迭代，若超过该点击率再进一步进行优化标题等细致颗粒度，最终测算出大家感兴趣的内容，如下表：
本文由 @私域运营手记 原创发布于人人都是产品经理，未经许可，禁止转载。
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亚马逊站内广告成本不断上涨，抢占站内流量的越发困难，单纯依靠站内流量去推广产品的成本越来越高了，所以亚马逊卖家都从站外推广入手，现在海外社交平台大火，引入站外流量算是一个流量差异化…
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前几天跟一个开餐饮店的朋友聊天，他满肚子的苦水，抱怨生意不好做，每天只有八九桌。 我问他客人去哪了？他说新城转移，大家都有车，一脚油门就到新城区，既有吃的又有玩的。 只有一些老顾客…
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谷歌seo优化引流，是独立站最需要的推广渠道之一。Twitter引流 它的推广优势在于： 1.谷歌在境外的覆盖率就不用说了，这些在网上都能够查到。有了覆盖率，在人们心目中的地位就高…
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李七惜商家做抖音同城引流，如何让你的业务快速通过抖音传播？
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各位老板朋友，你们好，请问你知不知道实体店该怎么做抖音？如何让你的本地业务能够快速通过抖音传播出去，让更多的人知道？ 如果你是实体老板，同时你也很希望可以通过抖音同城号为你的生意引…
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什么叫引流客户进店（什么是引流客户）
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也许你错过了微信流量的红利期，不管做什么产品或行业都会苦苦追求精准流量，只要懂得如何精准引流做什么产品都不用愁，但不懂引流若想获得一个精准流量的成本真的很高，根据不同的行业，一个精…