WeChat mini programs have been available for a long time, and most people have some idea of what they are. Put simply, a mini program is an app that does not need to be installed: a user scans or searches and it opens. Its main purpose is to respond immediately to offline needs. At a scenic area, for example, scanning the site’s mini program shows where you are, where the attractions are and what they cost; once you leave, you no longer need it. This is the principle of use and leave, and it produces a good experience.
Everyone knows that user experience is the most important thing for any product. Only by satisfying users can you attract and retain them. So what specifically does a mini program do for the user experience?
1. Acquire traffic and raise efficiency. For offline stores the most important benefit is customer acquisition, and the nearby mini programs list is where it happens. As more merchants launch mini programs, that list grows every day. In dining, for instance, if you run a restaurant and build a mini program, customers within five kilometres can see your shop and the dishes you offer, and they can order and pay in advance and sit down to eat as soon as they arrive. This raises the efficiency of the whole operation.
2. Increase stickiness. For offline stores, business is often a one-off transaction and repeat customers are too few. A mini program solves this. It reaches into offline scenarios and improves customer stickiness. For the brand, an existing membership system or an official account operated in-house can combine message push with the use and leave service of the mini program to re-engage followers and members, which both increases stickiness and creates more commercial value.
3. Lower operating cost and open both channels. Rent and labour are the two big operating costs of a physical store. With rent relatively fixed, the only place to work harder is service and new customer traffic; finding and converting customers is the key to controlling cost and improving performance. Marketing through a mini program costs very little and needs no advertising budget. Customers are on WeChat, so the business should be there too: if a customer searches for a product on WeChat and you have no mini program, they cannot find you. As a new marketing tool the mini program applies across B2B and B2C alike.
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