venture enterprises in the process of operating the restaurant will be a variety of problems, how to reduce business risk, the success of marketing is very important. And how to do effective marketing, the new user can be gradually transformed into old users and can retain the old users, is the top priority of marketing.
Gilad, who is known as "the world’s greatest salesman", sold 13001 cars in retail sales in the past 15 years, with an average of about 1300 cars sold in the past 6 years, a record that has yet to be broken by. He believes that the first car sold to customers is only the beginning of a long-term partnership, if a single transaction can not bring many times after the business, marketing is a failure. More than 65% of transactions from old customers to buy again.
can be seen as a successful marketing, is to establish a good customer relationship, the new customers gradually transformed into old customers, retain old customers, is one of the top priorities of marketing. However, in the past the restaurant marketing activities, a considerable part of the restaurant only to attract new customers.
restaurant in order to maintain sales, continue to add new customers, the restaurant can lose 100 customers in a week, while the other 100 customers, so continuous cycle. This is known as the funnel principle". Neglect to maintain the existing customers, so that the restaurant will focus on the management of marketing and marketing, resulting in the sale of services after the existence of many problems can not be resolved in a timely and effective manner, so that the loss of existing customers.
how to classify customers?
how to establish long-term business relationships with customers?
what kind of crowd is the restaurant should dig deep customer?
according to the current situation of China’s catering industry and consumer trends analysis, combined with customer consumption frequency and loyalty, the customer can be divided into "traveler", "fit", "regulars", "loyal customers". Namely:
defined by consumption frequency:
loyal customers: frequent to store consumer customers, have a high degree of loyalty to the brand.
regulars: often to store consumer customers, brand loyalty.
fit: random to store consumer customers, has not yet formed brand loyalty.
traveler: only once to store consumer customers, has not yet formed brand loyalty.
repeat customers: two times and above to store consumer customers, collectively referred to as repeat customers.
defined by consumer behavior: