"Retail enterprises have three pressures." Xingchuang Vision Of user President Lu, the person in charge of operations, told us.
“ The first is rent pressure There is a subway opened near the store. The landlord called and said that the rent would rise three times. Do you want to renew or not?
“ The second is the pressure to bring in new people Customers are less shopping. Now offline stores have to buy traffic from online platforms such as short videos, which is too expensive.
“ The third is the pressure of growth After all, growth is the eternal pursuit of enterprises. "
According to the data of the National Bureau of Statistics, the total retail sales of consumer goods will decline in 2022. Under such background and the above pressure, the leading enterprises in the domestic optometry industry Baodao Glasses (a subsidiary of Xingchuang Vision Group) has not only realized the counter trend growth of core business, but also kept the youth customer group growing at a high rate of 35% every year.
To achieve such success, Baodao Glasses has three key actions: customer insight, service upgrading, and organizational restructuring.
Behind this is the determination of Baodao Glasses to "invest in itself", as well as the service for millions of customers through WeChat and digitalization.
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"Now, Baodao Glasses can move its stores from the street shops to the third floor of the mall, and from the subway entrance to the back of the road, and still keep improving its performance. Some of our stores also have station calling machines. When you look at popular restaurants in the mall, you can't imagine that we also need to call numbers." This is not hunger marketing, but a true reflection of the popularity of Baodao glasses.
In the words of Mr. Lu, the head of user operations of Starvision, Baodao Glasses has gone out of the secret of traffic anxiety, which is to "expand the customer base we can influence" 。 For example, it is not just to sell a pair of glasses to customers, but to really understand the customer's eye use and give the most suitable solution to customers. Baodao Glasses calls this process "visual health management service". It provides complete and comprehensive visual health screening and assessment from the time when customers enter the store, forms an electronic file of personal visual data, and gives customers appropriate product suggestions based on the inspection results. For example, the eye dryness and visual fatigue of office workers, the timely discovery of early age presbyopia of middle-aged people, and the correct choice of products, etc.
Take teenagers as an example.
Different from adults with stable eyesight, teenagers' eyesight changes quite frequently. On average, teenagers will have visual changes once every 3 months. This brings a high frequency need: reexamination.
The time for most children to return to the store for reexamination is one and a half years. At this time, the degree of children has often increased significantly. Therefore, Baodao Glasses will provide professional and complete optometry services for customers who come to the store.
Teenagers' myopia degree is rising rapidly, so it is not only necessary to provide 360 ° complete examination when fitting glasses, but also to jointly agree with parents on a follow-up full review plan, and regularly remind parents to review through private domain, enterprise WeChat, and often communicate with parents about eye care knowledge in daily life.
In the summer vacation of 2022, under the circumstance of a significant reduction in the market traffic, the number of young people of Baodao Glasses for reexamination has increased sevenfold compared with the same period of 2021, Review can not only help teenagers control their eyesight, but also let customers see the real effect of Baodao glasses products and services, The correlation coefficient of product repurchase has increased from 17% to 60%.
"If the children are equipped with glasses and checked here, the effect is really good. Mothers are willing to help you share it with other parents, On average, we have one mother who can introduce two new customers to us. " It is understood that the sales volume of customers brought by word-of-mouth introductions accounted for 30% - 40% of the performance in some Baodao glasses stores.
In addition, When teenagers come to check their eyesight, 49% will also have "family purchase". "For example, when children come to match myopia glasses, their parents can also experience the service by the way. Some mothers will try sunglasses, and some grandparents will upgrade their reading glasses.". This also benefits from the full range of optometry service system of offline stores of Baodao Glasses. Baodao Glasses not only has its own differentiation, but also unleashes the potential of the optometry market. The total consumption of household customers is five times that of individual customers.
Baodao Glasses' confidence in not buying traffic is that it is better to serve a customer well in a down-to-earth manner so as to obtain low-cost repurchasing and fission rather than invest in the promotion of Singapore.
When many businesses go online to channel and buy traffic, Baodao Glasses saves money on buying traffic, invests in offline stores, expands experience areas and service areas, and adds many advanced optometry equipment, "The best investment is to invest in yourself." Lu Zong, the user operation director of StarCraft Vision, said, "Every enterprise has different genes and rhythms. For Baodao Glasses, the current node Not suitable for a large number of online sales type traffic launch; On the contrary, we have reached a critical period of transformation. Is it a sales brand or a user brand? We chose the latter, so, We invest more in personnel training, in expanding service areas, in professional equipment support, and also in the digital operation. "
The secret behind the service system of Baodao Glasses has been uncovered, which is an important and little-known secret line: digital construction.
Since customers entered the Baodao Glasses Store, The optometrist and optometrist will establish a complete electronic file for each customer, ask the customer to add the optometrist's enterprise WeChat, and send the electronic file to the customer WeChat, The digital capability of Baodao Glasses can also accurately remind the store which customer should take the lens, when to recheck, and whether the myopia has increased.
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What's the use of this?
One is to build "services with long-term effects". For example: Understand customer data and access enterprise WeChat and CRM systems, so that the clerk can be timely reminded to invite customers to the store for regular review via enterprise WeChat, Build long-term and accessible service capabilities to help customers achieve the desired visual effects.
The second is to build an "effective personalized scheme". "Our optometrists use enterprise WeChat to add customers, not to do sales, but to do professional services." President Lu said. "On weekdays, we will promptly answer customers' questions about using glasses, remind them of their eye habits, and share some eye care knowledge. Sometimes customers do eye care exercises and record videos to send to our optometrists to see if the action standards are not standard. Previously, these services could only be done in stores." In the past, shop assistants wanted to provide good service, but one clerk added thousands of customers, and could not remember who was who, let alone remind customers when they arrived, Baodao Glasses found that enterprise WeChat provides enterprises with a series of tools to facilitate private domain management and improve efficiency.
Because Baodao Glasses has opened its CRM system through the enterprise WeChat interface, instead of manually recording each customer's vision and review time, the clerk will receive a reminder on the enterprise WeChat every day: Which customers should come for glasses, which should be rechecked, and even the script to remind customers to recheck is ready. The clerk only needs to click confirmation to efficiently complete the reminder of customers' arrival in the critical cycle.![]()
In daily life, if you have some popular science knowledge about myopia prevention and control, precautions for presbyopia You can directly use the "group sending assistant" function of WeChat, Select customers with myopia or presbyopia tags and send them to all customers who need them in one click, which is accurate and efficient. With such a convenient tool, Neither because of indistinguishable communication For example, let short-sighted customers receive the knowledge of prevention and control of presbyopia, and let customers feel disturbed; It is also unnecessary for the shop assistant to manually screen the corresponding customers one by one, which is time-consuming and laborious. The customer follow-up rate of Baodao Glasses has doubled when the things that used to take a lot of time and energy from the shop assistants were simplified to just one click with a finger. With more than 7000 employees, Baodao Glasses can serve more than 9 million customers in the private domain. Enterprise WeChat helps them improve efficiency and solve the problem of human resources.
Xingchuang Vision When talking about the changes brought about by digitalization, President Lu, who is in charge of member operations of, emphasized the change of digitalization on KPI in the enterprise, “ The most important thing is that with the numbers, we can change the KPI of the shop assistants from 'sales performance indicators' to' process indicators'. " "How do many brands motivate shop assistants? They give performance awards. Since we want to do a good job in service, we should change the KPI of shop assistants." President Lu introduced to us. “ Did the customers who came to the store today add the corporate WeChat of the optometrist? If your service is good, customers will be willing to add you, so this is one of our indicators. "In addition, Did you check and build an electronic file for him ？ This is the basis of our future customer service. "Besides, it's time for the customer to check, Did you remind me to check back in time ？ Even after checking the data and whether the prevention and control measures are effective, we will encourage them. "Then it is whether this store is a benchmark store, and the benchmark store also has incentive coefficient." In this way, the shop assistants will not only aim at the final sales transaction, but will try their best to provide good service to customers in every link, and the shop performance will not be poor. At the same time, the enterprise WeChat has a clear data board: How many new customers are added every day? Did the incoming customers send messages in time? Has the review reminder been sent to each expired customer? The store manager and regional manager of Baodao Glasses can clearly see it through enterprise WeChat. In addition, among the management cadres of Baodao Glasses, the robot will push the data of more than 1000 stores nationwide every day, The headquarters will provide timely incentives for excellent stores, and will also sort out the reasons with unqualified stores in a timely manner. “ We believe that the customer has the right insight, the right service strategy, and the customer has felt that it is not difficult to repurchase and fission The improvement of our performance in the past two years also makes us more convinced of this. " Lu, the user operation director of Baodao Glasses, shared her views with us. "In the past two years, some people have discussed whether the offline retail industry still exists or not. In fact, from our perspective, they have both anxiety and direction, Because we are already breaking away from the gravity of sales to a new demand space. Serve customers in a down-to-earth manner and create value. Customers don't want to leave after experiencing our service. The offline brand after informatization is different from before 。” President Lu finally said. When Baodao Glasses started to do private business, it first cut off the GMV assessment indicator. Mr. Lu Fenxiang said that they thought behind them: "If my offline business fails, what is the difference between selling glasses in my private domain and other brands? What's the use of GMV? " Through refined operation and personalized service, the private domain finally brought more customers and repurchases to them, realizing the growth of performance. The private domain operation mode of Baodao Glasses has also brought new inspiration to many enterprises: direct selling is not the only value of the private domain. Through the private domain to provide good service, customers are willing to place orders in stores and on the public domain platform, and the value may be more prominent.
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