[Promotion Case] How do e-commerce companies such as JD.com and Tmall as well as O2O build promotion systems and rules?
![[Promotion Case] How do e-commerce companies such as JD.com and Tmall as well as O2O build promotion systems and rules?](/upload/images/67cc1b4a595af.webp)
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We see that there are many issues related to e-commerce . It happens that we are also doing analysis and design in this area, so let’s discuss them with you. Table of contents: 1. Three types of discounts 1) Vouchers 2) Discounts or gifts for purchases over a certain amount 3) Promotional prices 2. Offer discounts 3. Use discounts 1) Promotional display 2) Selection and use 3) Rules of use 4) Promotional processing for reverse orders 4. Summary and suggestions Both e-commerce and O2O are attracting customers through promotions and subsidies. There are endless ways of playing, such as vouchers, payment red envelopes, instant discounts on orders, free shipping, and promotional prices. All these ways of playing need to be abstracted into different preferential rules in the system. 1. Three types of discounts The main types of discounts related to money include vouchers, discounts (or gifts) and promotional prices. Their usage scenarios are slightly different: 1) Vouchers: They need to be collected by users or are distributed to certain customers, usually to lure customers in non-ordering scenarios. 2) Discounts or gifts for purchases over a certain amount: no need to claim, no limit on users and number of uses, to lure users during the ordering process and promote conversions. Some brands will unify sales prices and do not allow price reductions, and e-commerce companies will also adopt the method of discounts on orders over a certain amount. 3) Promotional price: directly modify the product price for short-term marketing , similar to the membership price (all products, no time limit). There will usually be an activity page where the products enjoy the promotional price. It can also be limited to certain users, and users can only see the promotional price after logging in. 2. Offer discounts Promotions can be triggered by rules or activities can be configured manually. Vouchers and promotional prices are generally only issued to certain users, so user groups and rules need to be associated. Attached with JD.com voucher, limited validity period, products and usage scenarios Attached to Didi coupon collection and issuance (take ** times within a specific period to get ** coupons) 3. Use discounts 1) Promotional display Vouchers are the user's personal "property" and are generally placed in the personal center. Information reminders will be provided when vouchers are issued or are about to expire. The discount for purchases over a certain amount is not limited to any user and is a universal promotional activity. The activity page can be entered through the banner on the homepage. In addition, the discount information will also be reflected on the product details page to promote order conversion rate . Promotional prices are mostly targeted at specific users and are exclusive benefits for users. They are generally reflected in the personal center. In addition, promotional prices will also be directly reflected on the product details page. Attached is the Taobao product details page showing the promotional price and full discount information 2) Choose to use Most promotions will limit the number and amount of goods. It is convenient to view and adjust goods on the shopping cart page, which also helps stimulate user consumption. However, some e-commerce websites choose to use promotions on the order verification page. There are two possible reasons: A. The shopping cart page does not require mandatory login, and the voucher information cannot be obtained; B. Some discount rules are related to delivery methods and payment methods, and it is more universal to put them on the verification page. Attached is the Vipshop shopping cart page and Taobao order verification page 3) Rules of Use In order to control costs, e-commerce websites will not allow users to enjoy all discounts. They will formulate strict mutually exclusive logic and rule priorities, such as single product>combination>category>entire order (or store), priority of full discount is higher than voucher, rules with larger discount amount are prioritized, etc. The rules are determined according to the website operation situation. It should be noted that the setting of rules needs to take into account the user experience and present the rules intuitively to avoid unreasonable rules that bother customers and unnecessary order splitting. Suggestion: In the shopping cart product list area, one product can only correspond to one discount. Users can choose coupons, promotional prices or discounts, and choose to use the entire order discount rules at the bottom of the shopping cart. Discount amount = event discount + voucher + discount for purchases above a certain amount, consumption amount = order amount (total amount of goods) - discount amount. 4) Preferential treatment of reverse orders If an order is cancelled, the voucher can usually be returned. When the order is sold, the user is usually compensated at a discounted price. Discounted price = unit price of goods * consumption amount / order amount 4. Summary and suggestions 1) Formulate preferential rules and strategies according to business conditions, with clear boundaries between various preferential offers, clear presentation and friendly reminders. 2) In the early stage of promotion, in order to cause a dissemination effect, the discount will be large, and in the middle and late stages, the cost will be controlled, restrictions will be added, and the denomination will be reduced (or the denomination will be random, to control costs while increasing interest) 3) Use existing customers to bring in new customers, for example A. Get coupons on Didi WeChat Moments; B. Quick haircut costs 20 yuan per time, half price for the first haircut, and a coupon is given, "two people go together, one gets a free bill", so that when the user consumes for the second time, the actual income from the quick haircut does not decrease, and an effective customer is added. 4) Use promotional prices and instant discounts on orders with caution, and try to guide users to place orders again by issuing targeted coupons. If you need ASO optimization service, please click this link: Introduction to ASO optimization service APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. Welcome to follow our official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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