Proportions will vary depending on the nature of the brand, service provided, and target audience. It is important to recognize what realistic KPIs one can expect before implementing a binding campaign. Brands should send direct messages immediately after a user has followed their account, and send messages welcoming and incentivizing consumers to register within this window. A 48-hour window starting from the first point of interaction with a consumer should be taken advantage of to initiate the binding process. This strategy can also be implemented at the point of service, in which auto binding is initiated via a tracked QR code generated at POS. Some brands utilize WeChat's feature of inputting their telephone number into a Mini Program at the touch of a button. If consumers are confronted with a lengthy registration process or form with numerous fields to fill out, they may be reluctant to share personal information. Incentivizing binding can be done by providing consumers with a seamless and rewarding consumer experience. As such, it should be rewarding and worthwhile for consumers to provide brands with their information. A driving principle of this strategy is that the customers must initiate sharing their personal information with the brand in order to bind their profiles, as WeChat cannot automatically complete the binding process. For example, an entry point to the binding process should be permanently displayed during all steps of the consumer journey and customer registration should be reiterated in each instance of communication. Official account menu and articles - display a permanent point to initiate registration and binding.īinding methods should be embedded at all steps of the consumer journey to re-engage existing followers.H5/Website Login - Via H5 campaigns or website use.Mini Programs - In the form of membership exclusive features or online stores.Tracked unique QR code - Can be used offline to check-in or out.Chatbot - Within an official account, it can be used to welcome customers and provide support during the customer journey.Once a key audience is identified to maximize the effect of binding, there are varying tactics that a brand can now implement to initialize the binding process: This method can also be used to reactivate inactive customers. Once such consumers are identified, they can be targeted with personalized messages, rewards, and services. By means of obtaining users' WeChat Union ID, which can be done via the WeChat Open Platform, a brand can classify a wider key audience by searching for "lookalikes" of key "seed users".Īn algorithm can build a target audience of consumers that match existing key users by using hundreds of data points across the WeChat ecosystem and assessing top purchasers by average frequency, quantity and purchase location. This can be done by recognizing which touchpoints within your brand's WeChat territory consumers interact with the most. Identifying and targeting your key audiences is the first step in implementing an effective WeChat binding campaign. In this article, we will explore the four main steps in implementing an effective WeChat binding campaign, which consists of customer matching (identifying a key audience), data consolidation (binding process), and customer engagement and KPIs. In turn, it will provide consumers with an enhanced friction-less and personalized shopping experience. Creating an SCV benefit both the brand and the consumer it allows a brand to constantly gather data and utilize algorithms to inform marketing strategies and to keep an up-to-date consumer database, affording brands the ability to work on customer retention and boost sales in some cases. As such, brands should stop focusing solely on their followers and move forward to the WeChat users, transitioning their consumer intelligence model from FRM (Fan Relationship Management) to CRM (Customer Relationship Management).īinding creates a link among all these touchpoints by connecting their WeChat accounts to key consumer information such as telephone numbers or member IDs, essentially creating a singular customer view (SCV). As a consumer interacts with these various channels, the footprint provides brands with a valuable source of consumer intelligence in the form of consumer habits and frequency of transactions. It means brands can track them and their spending habits in order to enhance the customer experience and identify key customers.Ī brand's online and offline territories can be wide-ranging, from offline shops to official accounts on WeChat, Mini Programs, and other e-commerce platforms. WeChat binding is the process of identifying individual consumers' online and offline transactions and social behaviors by their WeChat accounts.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |