In today's increasingly fierce e-commerce competition, it is difficult for Taobao stores to maintain long-term development solely by attracting new customers. Therefore, it is particularly important to increase the repeat purchase rate of old customers. As a powerful marketing tool, WeChat official account can effectively establish a deep connection with customers and play an important role in improving the repurchase rate of Taobao stores. The following are some strategies to improve the repurchase rate of Taobao stores by using WeChat official account.

1、 Guide Taobao customers to pay attention to official account

Cleverly set guidance information

On the home page of Taobao stores, the product details page, the inside of the package and other places, set up obvious and attractive information to guide people to pay attention to the WeChat official account. For example, on the product details page, you can add a paragraph of text: "Dear customer, scan the QR code below to follow our WeChat official account, join the exclusive welfare community, and get more new product information, exclusive discounts and thoughtful services!" At the same time, it is also equipped with a QR code picture of the official account to facilitate customers to scan the code. Place a beautiful card inside the package, which is printed with "Thank you for your purchase! Follow our WeChat official account, and there will be a surprise discount waiting for you in the next shopping", and attach the QR code of the official account and a brief introduction.

Provide incentives for attention

In order to attract customers to pay attention to the official account, we should provide them with tangible benefits. The following official account can be set up to give free threshold coupons, directly stimulating customers to place orders. Or promise to participate in regular lottery activities after following, and the prizes can be popular products, coupons, points, etc. in the store. For example, after following the official account, a message pops up: "Congratulations on your success! Get a RMB 5 threshold free coupon immediately, which can be used directly in Taobao stores. At the same time, you have automatically participated in this week's lottery, and you can win the best products worth RMB [X]!"

2、 Provide high-quality content through official account

Product knowledge and usage tips sharing

Create valuable content around the products sold in Taobao stores. If the shop sells beauty products, share the use methods of various cosmetics, suitable products for different skin types, and makeup tips on the official account. Through these knowledge sharing, customers feel that they can learn useful things by paying attention to the official account, and increase their liking and dependence on the official account. For example, an article entitled "Essential Autumn and Winter Makeup Skills for Dry Skin Star People" was published, which introduced in detail the selection of liquid foundation suitable for dry skin, makeup application techniques, etc. The article skillfully recommended the relevant beauty products in the store to guide customers to buy again.

Life tips and fun content

In addition to product related content, appropriately share some tips, interesting stories or hot topic discussions that are closely related to life to enrich the content form of official account. For example, a Taobao store selling household products shares some life related content on the official account, such as household storage skills, suggestions on decoration style matching, and can also intersperse some interesting household life stories. This can not only shorten the distance with customers, but also let customers remember the official account and store in a relaxed and happy atmosphere.

3、 Use official account to carry out member services

Establish a membership system

Build a membership system on the WeChat official account, and customers can register as members after paying attention to the official account. Set different membership levels based on customers' consumption amount, purchase frequency, etc. in the Taobao store, such as regular membership, silver card membership, gold card membership, diamond membership, etc. Members of different levels enjoy different benefits, and the higher the level, the more abundant the benefits. For example, regular members can receive a 5% point rebate for each purchase, silver card members can enjoy a 20% birthday discount, gold card members have priority customer service and a monthly exclusive coupon, and diamond members can participate in an annual exclusive new product trial activity.

Exclusive benefits for members

Provide regular exclusive benefits for members, such as member exclusive discounts, priority purchase rights for limited edition products, and point doubling activities. Send exclusive benefit notice to members through official account to remind them to enjoy their rights and interests in time. For example, on Member Day, pushing a message to all members: "Dear member, today is our Member Day! All products are 15% off, points accumulate twice. Hurry up and go to the Taobao store to buy your favorite products!" This sense of exclusivity will make members feel specially treated and more willing to make repeat purchases in the store.

4、 Precision marketing with the help of official account

Customer segmentation and personalized push

Classify customers based on their purchase history, browsing behavior, membership level, and other information. Then push personalized marketing content on the official account for customers at different levels. For customers with low purchase frequency but high consumption amount, some high-end new product recommendations and exclusive promotional activities can be pushed; For customers who purchase frequently but have low spending amounts, we recommend cost-effective promotional packages. For example, sending a message to a customer who has purchased low-priced household items multiple times: "Dear, we have carefully selected a set of great value household item packages for you. Combining purchases is even more cost-effective and very suitable for your daily home use. Click the link to view details and make a purchase

Festival and Anniversary Marketing

Carry out targeted marketing activities on official account by using special nodes such as festivals and customer birthdays. On the eve of Valentine's Day, push the following message to customers of the couple's products Taobao store: "Valentine's Day is coming! Choose a romantic gift for your beloved TA! Our store has prepared a variety of couple exclusive products for you, and now there are surprise discounts when purchasing!" On the customer's birthday, send birthday wishes and attach exclusive coupons to let them feel the care of the store and stimulate their desire to buy again.

5、 Strengthen the interaction between official account and customers

Encourage messages and replies

Set interactive topics at the end of the article on the official account, and encourage customers to leave messages to share their views, experience of using products, etc. Operators should promptly respond to customer messages and engage in sincere communication with customers. This kind of interaction not only enhances customers' sense of participation, but also makes them feel that the store values them. For example, at the end of an article about clothing matching, if you ask, "What is everyone's favorite clothing style? Come and leave a message to share!" In response to a customer's message, reply, "Thank you for sharing! The style you mentioned is really fashionable, and our store has recently added some similar styles of clothes. You can go to our Taobao store to take a look

Organize interactive activities

Regularly hold various interactive activities on the official account, such as product trial solicitation, single win, creative voting, etc. Through these activities, increase customer engagement and activity. For example, the "Recruitment of Product Probationers" activity is held to invite customers to sign up for new product trials, and share their experience on the official account after the trial. Participants not only have the opportunity to experience the product for free, but also have the chance to receive generous rewards from the store, which will attract customers to actively participate and increase their likelihood of purchasing the product again.

Through the above multiple strategies of using WeChat official account, Taobao stores can establish closer ties with customers, provide more value and better shopping experience for customers, thus effectively improving customers' repurchase rate and realizing the sustainable development of the store.