How to make consumers who come with "coupons" come often
Consumption driven by coupons can be divided into two types: one is high-frequency low-cost consumption that spends little money and may be repeated in a short period of time, and the other is low-frequency high-priced consumption that involves a large amount of money and is unlikely to be repurchased in the short term. .
For the former, the most important thing is to optimize the supply and improve the experience; for the latter, on the basis of good products and good experience, one more thing should be added: do a good job in supporting services and reduce the worries of consumers.
In recent months, consumer coupons have become hot: there are full discount coupons for meals, and in some places, you can get 100 yuan off when you spend 300 yuan; travel has full coupons, and some lines can get 1,400 yuan off when you spend more than 7,000 yuan; 50% off for staying in hotels There are coupons for more than 2,000 yuan of hotel discounts as long as 1,000 yuan; there are consumer coupons for buying cars, watching movies, shopping, and even refueling.
Basically, the "one-stop" needs of consumers for clothing, food, housing, travel, shopping and entertainment are "take care" of the consumer coupons issued by various places.
Consumer coupons have an obvious driving effect on consumption recovery.
From July 18, Beijing began to issue food and beverage consumption coupons.
According to the verification data for the first week from July 18th to 24th released by the Meituan platform, a self-service pizza restaurant in Fangshan District ranked first in the number of verification orders, with 4,304 orders related to consumer coupons in one week.
Also in Beijing, data from the first phase of Beijing suburban accommodation coupons showed that as of July 28, the number of Beijing suburban accommodation bookings had increased nearly 4 times month-on-month.
According to the calculation of the Qunar platform, the consumption amount of Beijing suburban consumption coupons (subject to reservation) has reached more than 10 million yuan. In addition to the related consumption of scenic spot tickets and surrounding catering, the leverage effect on surrounding industries has reached 1:11, driving the The strength can be said to be quite large.
However, no matter how strong the discount of consumer coupons is and how strong the driving effect is, there will always be a day when the issuance of coupons will end.
At that time, will consumers have a "happiness sequelae" - they have no motivation to consume without grabbing the coupons?
After all, many consumers have expressed the mentality of "if you don't have consumer coupons, you can't bear it", plus they have experienced the happiness of "paying less", and then let consumers pay the original price, they will be more or less distressed. .
Most coupons are currently set to expire on September 30.
After all, how to make consumers who come with "coupons" willing to come on their own even if they don't have coupons, leaves less than 2 months left for businesses and local governments to solve this problem.
Consumption driven by coupons can be divided into two types. One is high-frequency and low-cost consumption that does not cost much and may come again in the short term, such as dining, shopping, watching movies, etc.; Low-frequency and high-priced consumption that is unlikely to be repurchased, such as car purchases, inter-provincial travel, etc.
For the former, the most important thing is to optimize the supply and improve the experience.
These things themselves are not expensive. If the food in the restaurant is delicious, the movie is wonderful or the quality of the goods is good, even if there is no coupon subsidy, consumers will still be willing to spend their own money.
It should be reminded that in the past two years, due to the impact of the epidemic, some businesses have greatly reduced their staff and the maintenance of facilities has not been in place. As a result, some restaurant service personnel are now unfamiliar with the business; some cinema bathrooms cannot be used, and the sanitary conditions are very poor... Before the sharp increase in consumers, we must make up for these shortcomings and loopholes, so as to prevent consumers from coming in and returning in disappointment.
For high-priced and low-frequency consumption such as car purchases and inter-provincial travel, the role of consumer coupons is just icing on the cake.
To make consumers dare to make decisions, on the basis of good products and good experience, one more thing should be added: do a good job in supporting services and reduce consumers' worries.
The first problem to be solved is the stranded tourists and travel interruptions that may be caused by the epidemic.
You must plan for this.
In other respects, businesses and local governments should also consider more from the perspective of consumers.
For example, if you are traveling with a group and apply for a refund due to personal reasons, the coverage that can be refunded free of charge in the past is generally 48 hours to 7 days before the trip.
Recently, some places have launched a service that allows you to leave the group for free one day in advance.
Although it may not be used, consumers always feel more at ease.
Yunnan Province launched the "30-day no-reason return" initiative for offline shopping for tourists, and set up 130 tourist return service points at airports, major train (high-speed rail) stations and tourist-intensive areas.
These measures do not cost much, but they are very appealing.
Local governments and businesses can innovate their own special services according to local conditions, so that consumers are not only willing to come, but also willing to recommend relatives and friends to come, so that the recovery trend of consumption becomes the norm.
(She Ying)
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