Liangzi Fitness is a traditional enterprise with 300,000 customers, 80% of whom are old customers and 20% are new customers.
Liangzi's fitness faces two major problems: Where do new customers come from? How to increase income at the same cost?
Old customers of Liangzi Fitness spend 3-4 times a week on average, the frequency is almost saturated, and the income growth space of old customers is limited. However, due to the small proportion of new customers and low consumption frequency, Liangzi Fitness is facing a big bottleneck if it wants to achieve a substantial increase in total revenue. In addition, the daily business hours of Liangzi Store are 10: 00-24: 00, 90% of the passenger flow is concentrated in 18: 00-24: 00, and about 45% of the time is vacant during the day. In the late peak period, customers are crowded, but the store does not have enough reception capacity, which leads to poor customer experience and some customers are lost.
In order to solve the problem that the store has been vacant for nearly half a day, Liangzi Fitness has launched a special period of preferential activities before, but because there is no suitable channel to match the people in need, it has little effect. However, on Baidu platform, from 10 to 6 pm every day, nearly 1000 people look for services related to Yoshiko from mobile phone Baidu and Baidu map, and the direct number can accurately connect these customer needs to the direct number of Yoshiko Fitness. This alone can bring Yoshiko a potential order of 100.
In addition to accurately searching for Yoshiko, more customers have expressed a wider range of related needs. It can be seen from Baidu's big data analysis that customers who search for Zhu Guofan's Liangzi are also submitting other requirements for Huaxia Liangzi, Ou Di Liang Zi, foot massage, SPA and other related services. This order of magnitude is nearly 10000 times a day. Through direct drainage, it is estimated that the bill can be drawn for Liangzi Fitness 100 every day.
Attracting surrounding customers to come to Yoshiko during the day is also one of the important ways for Yoshiko to attract new customers. In the past, Yoshiko used the clerk to distribute leaflets to promote it, but it had little effect. First, in order to achieve continuous operation, it consumes too much labor costs; Second, many people who receive leaflets have no demand at all, so the conversion rate is also low. How does Baidu Direct solve this problem? First of all, Baidu has a strong LBS positioning ability, and Baidu Big Data can help customers make portraits. In Baidu Maps and other clients, related services can be pushed around customers' location and interests. Around a fitness shop in Liangzi, there are thousands of Baidu mobile phone users. According to Baidu big data analysis, 10% of them are health and fitness enthusiasts and old customers who have searched Liangzi. Then at the right time, push Liangzi's activities to people with potential needs, which can achieve high conversion rate and increase the daily average to 300 potential orders.
Through mobile search, accurate matching, @ Jingjing Jingjing Fitness, mobile phone Baidu "Discovery" and Baidu map "Nearby", the direct number can realize 500 new potential orders every day, which is equivalent to Liangzi opening a new store in Baidu.
Direct number can also solve another pain point of Liangzi's fitness, that is, the uneven distribution of passenger flow, which affects the customer experience. At the peak of passenger flow, customers need to queue up for 30 minutes at most, which leads to poor experience and even customer loss. Through the direct number, 80% of Yoshiko's service can be completed online, which greatly improves the customer experience and shortens the average waiting time of customers by 10 minute. For example, if a customer wants to come to Liangzi for fitness, he only needs to enter the direct number of Liangzi on the mobile phone Baidu @ Liangzi Fitness, and the customer can make an online appointment to select technicians and even pay online.
In addition, through the powerful SNS function of the direct number, it can help Liangzi Fitness to strengthen customer stickiness, retain customers and promote customers' repeated consumption. Yoshiko Fitness is a typical service industry, and direct communication with customers is very important, which will be an important means to enhance customer stickiness and provide personalized service for customers. Direct number provides the ability of real-time interaction, and can realize 24-hour interaction with customers, which not only enhances the stickiness, but also improves customer satisfaction. After customers consume, they can also directly comment and evaluate on the direct number.
Haidilao case
Haidilao hot pot was founded in 15, and now it has developed to more than 0/00 stores in China. Haidilao's goal is to open stores 100 in the next three years.
This grand plan will be completed with the help of Baidu Direct.
According to the statistics of Baidu mobile search and Baidu map, Baidu mobile platform searches for "Haidilao" more than 20,000 times a day. In the past, due to the presentation and transformation of the website, the customer turnover rate was high, and Haidilao missed many customers and business opportunities. Now, any customer on Baidu platform @ Haidilao can go directly to Haidilao service, make an online reservation and go to the store for consumption. Due to the precise docking of demand and service, the direct ship can add about 400 orders to Haidilao every day.
In addition, Baidu mobile platform also has100000 single "hot pot" and "Sichuan food". If these customers are guided, Haidilao Direct will bring about 600 new orders to Haidilao every day.
Similar to Liangzi Fitness, Haidilao can also use the intelligent recommendation ability of clients such as Baidu Map to attract nearby foodies to shop. For example, there are 65,438+10,000 mobile phone Baidu customers within 3 kilometers around Haidilao Store. According to Baidu's data analysis, there are more than 20,000 customers who like to eat spicy and Sichuan food. Mobile Baidu can recommend the promotion information of Haidilao International Trade Store to these 20,000 customers, so as to more accurately match customer interests. Turn passers-by into customers. As a result, the direct number can pull 500 new orders every day.
Through the accurate matching of mobile search, @ Haidilao, mobile phone Baidu "Discovery" and Baidu map "Nearby", the direct number can realize the daily average 1500 new orders. It is much higher than the number of new customers added by other platforms to Haidilao.
The direct number can also solve the queuing problem of Haidilao. Haidilao Direct can provide one-stop service, allowing customers to book, place orders and place orders directly after entering the service page, which will advance the original offline closed-loop service, reduce the average queuing time of customers 10 minute, and enhance the customer experience. Users can also evaluate and share after eating, and even like it, so that word of mouth can be better spread.
The CRM system in the background of the direct number can also help merchants to make customer portraits, label customers through data analysis, and provide more personalized services for customers on this basis.