Faced with the rapid iteration of technology. More retailers have changed their marketing strategies towards “new retail forms”. Seamlessly integrating online and offline customer interactions and purchasing experiences. And providing customers with more exclusive and personalized services. Don’t open a brand.
This includes Ah Shou, an old brand established for 72 years this year. It said goodbye to four consecutive years of losses sms promotional campaign and finally ushered in the bright future. It relied on new retail strategies and improved operating conditions. Its gross profit margin in the first three quarters of last year increased by nearly 13 percentage points compared with the same period last year .
The key to the success of the new retail strategy is that Ah Shou improves brand stickiness through LINE official accounts. The repurchase rate of customers who join LINE official friend accounts increases by about 15% compared with other channels. And the unit price per customer increases by about 5%.
But why did Ah Shou choose the official LINE account as the unified entrance for members instead of operating an official App? You will find that they do not follow the trend blindly. But go through rigorous sandbox deductions.
LINE has low barriers to use and fast downloading. If you know how to use your strength, the results are relatively high.
Chai Hongde, associate manager of the Intelligent Development Department of Ah Shou Industry, who has been promoting Ah Shou’s digital transformation for eight years. Said that the first thing the team thought about at the beginning was: tips for creating an e-book What kind of mature customers. Whose average age falls between 40 and 60 years old, would be most acceptable to them? What are digital tools? So they started with the LINE official account. Which has the lowest threshold for joining , which can save customers time in downloading the app. lower the threshold for use. And give customers a better experience.
Qiu Yijia, deputy dean of the Business School of National Chengchi University, analyzed that Ah Shou is a small and medium-sized enterprise. It is a relatively pragmatic choice to choose the high-penetration LINE official account to operate because it currently needs to grab the audience’s attention and the cost of attracting customers is high. Borrowing money from LINE The effectiveness of using force is relatively high.
Just 7 years ago, the story didn’t go like this. Chai Hongde was deeply impressed. At that time, the marketing teams of other brands were not necessarily familiar with and operated LINE official accounts. Therefore, when Ah Shou first launched the official LINE account. He also suffered a lot. Many functions have yet to be optimized and developed. When a large number of loyal customers saw that the messages had been read by the robot and bulklead could not be read back. It attracted a large number of customer complaints.
In the first step of the transformation , they changed LINE’s third-party technology service provider (to Crescendo Labs ) to integrate customers’ online and offline data to help the brand more efficiently note every preference for consumers. and needs . Then, through annotation, information that is more interesting to customers pushed online and linked to offline activities. For example, a store salesperson will give him an introduction to related items and outfit suggestions based on the product pages the customer has clicked on.
