Hello everyone, I'm Boss Xue. Many friends who want to engage in e-commerce related business often have some questions about the design of coupons, so in this article, I will talk about the coupon system.
You can think about a question first: why do merchants like to use coupons?
The answer to this question is: coupons can stimulate consumers to consume impulses in certain scenarios, thereby maximizing profits. Because consumer email list "profit maximization" is always what businesses strive for, as to why profit maximization can be achieved in detail later.
Then let's think about another question consumer email list: to use coupons, to create coupons in the background, and to send coupons through specific consumer email list activities, these all require special people to do it, which invisibly increases operating costs, so why not What about direct price cuts?
That's because a direct price cut can cause a series of problems:
If the price is directly reduced, consumers will think that there is a problem with the quality of the product and that it cannot be sold? Users will also think, will the price continue to be reduced in the future? There will be a psychological expectation that the product will continue to drop in price, which is why the house price dare not drop, because once it drops, everyone will not buy it.
If the price is directly lowered, the lower price will become a new price anchor in the minds of users. When we don't want to do promotions and want to restore the price to normal, consumers will think that this is a price increase and will scold you. But the use of coupons will not make consumers feel this way
If the price is directly reduced, all consumers will get the same discount, that is, it is impossible to give different discounts to different groups. The form of coupons is more flexible. We can give different user groups, different amounts of discounts, so as to improve user conversion and maximize profits.
Take an Apple mobile phone as an example. For example, the normal price is 6,000, and user A's monthly salary is 100,000. He will buy it even if he doesn't give a discount. User B's salary is 10,000. He thinks 6,000 is too high. If it is 5,000, he will definitely buy it. He placed an order with a coupon of 1,000 yuan; the monthly salary of user C was 4,000 yuan, and he also thought that 6,000 yuan was too high, but he liked iPhone very much. His psychological price may be 4,000 yuan. At this time, you give He had a 2000 coupon and he placed an order.
Let's calculate, if we use the method of giving coupons to different people just now to sell these three mobile phones, A will sell 6,000 without coupons, and B will give a coupon of 1,000 yuan, which is equivalent to selling 5,000, and C will get 1 A coupon of 2,000 yuan is equivalent to selling 4,000, so the merchant's income is 15,000, right? If we adopt the method of direct bargaining and change the price to 5000, user A and user B will buy it, but user C will not buy it, and the merchant's income is 10,000; if we reduce the price of the product to 4000, then user ABC will buy it, The merchant's income is 12,000. Can you see how to maximize profits in the form of coupons?
In fact, the essence of coupons is: price discrimination. Through price discrimination, price-sensitive and insensitive users are screened out. Price-sensitive users are given certain discounts to stimulate orders, while price-insensitive users are still sold at the original price to maximize profits.
Coupons are widely used in products of various transaction types, such as Taobao, JD.com, Meituan, Didi, Ctrip, etc.
Take Jingdong as an example:
There are special coupon collection centers:
There will also be coupons on various event pages:
The coupons on the product details page, the products that can use the coupons, can get the coupons on the details page:
Wait for many entrances to receive coupons. Some coupons are not available to all users; after users receive coupons, some products do not support coupons. In short, coupons are a seemingly simple but actually very complex product form.
So let's take a look at what systems are needed to achieve such a complex function?
1. Coupon system
The coupon system is essentially a set of rules, and this set of rules is used to define various information about coupons. There are four core items: coupon type, validity period, usage restrictions, and distribution restrictions.