Today, I will talk to you about some things about product repurchase. Repurchase is the continuous purchase behavior after users recognize the product. In my opinion, repurchase is actually the same as compound interest. The higher the repurchase rate, the higher the user value of the product.
Next, we mainly talk about repurchase from the following aspects:
The essence of repurchase
Improve common methods of repurchase
The following only represent my personal views, friends are welcome to leave a comment in the comment area, express your thoughts and opinions.
1. The essence of repurchase
If users can continue to repurchase behavior, it must be that the product can continue to meet the needs of users.
There are 2 meanings here:
The needs of users continue to exist, such as shopping, reading, learning, entertainment and other needs, these needs users actually exist for a long time.
When users have needs, they can be the first to think of your product/your product can appear in front of users for the first time.
When users want to shop, users actually have a variety of choices. A certain cat, a certain dog, and Pinxixi may all become the user's choice, but when the user has a demand, how to make the user think of you for the first time, or how to first Reaching users right away is the key.
At these two key points, there are three core elements:
Element 1: Multiple Contacts Contact Exposure
Element 2: Demand Stimulation and Demand Anticipation
Element 3: Marketing Scenario, Occupy Mind
Next, these 3 key elements will be analyzed one by one.
1. Element 1: Multiple Contact Contact Exposure
Use touchpoints to trigger users to take the next action.
The trigger here is divided into external trigger and internal trigger. This trigger that clearly communicates the next action step to the user by issuing a call to action to imply the user is called an external trigger. For example, our common methods of advertising, PUSH recall, icon update, social chain user recommendation, etc.
Internal triggers are when a product is closely related to a thought, emotion, or pre-existing routine, and it automatically comes to mind when experiencing a scene or situation.
Internal triggering, relying on emotional and mental occupation, is an unconscious brain triggering behavior that reminds users to take the next action through various associations in the user's memory storage.
That is to say, the user's pain point/itch point, the product can provide corresponding solutions in certain scenarios. When we feel wanting to study and feel anxious, we may think of finding solutions. When we want to be entertained and consume our time, we may think of short videos, novels, movies, etc. to satisfy ourselves. entertainment needs.
The core of touchpoints is to clearly propose country email list solutions to users in appropriate scenarios, aiming at the pain points/itch points of users.
2. Element 2: Demand Stimulation and Demand Anticipation
That is to say, the user's pain points/itch points can be predicted and judged in certain scenarios, and the user's needs can be fully stimulated through multiple triggering behaviors. The more specific and common scenarios, the more potential users can be stimulated.
Take the demand of eating dumplings on the winter solstice as an example, a clear time, clear solution, clear scene atmosphere, then it is very easy to stimulate the potential needs of users. Even if there is no such demand, once such an atmosphere scene is formed, it will be very easy to infect users and stimulate their needs.