Detailed explanation of the four major scenarios of WeChat Store

In the huge social e-commerce ecosystem of WeChat, how can WeChat Stores effectively utilize the platform's diverse touchpoints to achieve traffic growth and sales growth? This article will take you to explore the in-depth integration strategy of WeChat Stores with corporate WeChat, video accounts, SouYisou, and public accounts, and reveal how to increase store exposure and conversion rates through the linkage of these scenarios.

Grasping the ability of WeChat stores to connect with the WeChat ecosystem is the key to operating WeChat stores well. Each touchpoint in the WeChat ecosystem has its own characteristics and rich functions, which can provide merchants with a full range of content marketing and customer service solutions. Merchants can do content marketing through WeChat public domains such as official accounts, video accounts, mini programs, ask questions, and search, and provide good customer service through WeChat private domains such as corporate WeChat or personal WeChat. So, how can we make these linkages well and increase store traffic and sales?

This article is a detailed explanation of how WeChat Store connects enterprise WeChat, video account, search, and public account:

01 Connect with WeChat for Business to track customer orders and manage customers efficiently

Currently, orders and customers of WeChat stores can only be viewed in the WeChat store background, but merchants can also use SCRM to connect them. For example, Xiaolibian's SCRM has this function, which connects products, orders, customer dynamics and sharing information with WeChat stores, helping merchants effectively improve the transaction conversion efficiency of WeChat stores.

First of all, the WeChat store products are connected to the corporate WeChat sidebar. When employees are chatting with customers, if customers have purchasing needs, employees can send WeChat store products to customers with one click, thereby improving the sales conversion rate of the products.

Second, WeChat store customer orders are connected to the WeChat chat sidebar, and private domain customers' orders in WeChat stores will be displayed in real time in the sidebar. When employees chat with customers, they can view customer order data and carry out targeted customer operations based on past customer order records.

Third, the customer dynamics of WeChat stores are connected to the sidebar of WeChat enterprise chat. When private domain customers place orders or purchase goods in WeChat stores, customer actions such as orders and refunds will be recorded in customer dynamics, and employees will be notified to follow up with customers, helping merchants to effectively improve customer conversions after the live broadcast.

For example, after a marketing event/video live broadcast ends, corporate employees can continue to follow up and convert WeChat store customers through customer dynamics.

Fourth, the information of the sharers in WeChat stores is connected to the WeChat enterprise chat toolbar. During the communication between enterprise employees and customers, the sharer’s store, sales amount, number of orders, and accumulated commission can all be viewed with one click, making it convenient and quick to understand the identity information of the customer’s sharer.

02 Connect with video accounts to improve store sales conversion

After WeChat Store and Video Account are connected, the Video Account will be displayed on the WeChat Store homepage, and the Video Account homepage will also display WeChat Store. Video Account live broadcasts can sell WeChat Store products, and short videos can also carry WeChat Store products.

So, how can we further carry out operational linkage to improve WeChat store sales conversion? Next, we will analyze it from the following aspects:

First, create and publish videos that customers love to watch and share. High-quality content has its own dissemination properties. Customers actively forward and share high-quality videos, which brings more traffic to videos and accounts through user social dissemination. At the same time, high-quality videos will also be recommended by the video account platform and obtain more public domain traffic.

Merchants can also gain higher traffic exposure through video heating. Through high-quality content, the platform's public domain traffic can be converted into private domain traffic for video accounts, and by connecting with WeChat stores, customers can be directed to the enterprise WeChat private domain.

Second, promote videos to increase sales. Merchants can make targeted videos and promote products in their WeChat stores to attract customers to place orders. For example, videos can be used to show product usage scenarios and effects to stimulate users' desire to buy.

Third, live streaming with video accounts can efficiently convert customers. Live streaming with video accounts can centrally and efficiently convert account traffic into sales. By properly linking the operation of video account live streaming with WeChat stores, traffic conversion can be efficiently completed in the live streaming room.

03 Open up SouYisou to increase store public domain traffic

In addition, WeChat Stores can also be connected to SouYisou to allow more public domain traffic to enter. After a merchant opens or upgrades a WeChat Store, searching for the brand name in SouYisou will display the store entrance, and searching for category words will also match and display the corresponding WeChat Stores and products.

How can you improve the search and display of small shops and their products so that your shop/products can be found by more customers?

First, optimize store/product keywords. Merchants should study the search habits and preferences of target users, and select and set keywords that are highly relevant to products, services, and brands. Prioritize brand words and product words, which are directly related to brand awareness and purchase intention, and help improve the pertinence of search results.

In addition, you can also expand traffic expansion keywords such as event words, competitor words, and general words to broaden the user base.

Second, improve the DSR score of WeChat stores. The DSR score of WeChat stores is based on the store's fulfillment ability, service quality, and historical customer reviews, and objectively reflects the shopping experience that WeChat stores bring to users. From our observations and tests, we found that the higher the store score, the higher the corresponding weight, and the easier it is to be searched or the higher the search ranking.

At the same time, we need to operate our store in compliance with platform regulations to avoid being punished for violations.

04 Connect with the official account and convert public domain traffic into sales

Finally, WeChat stores and official accounts can also be seamlessly connected to convert public domain traffic into sales.

First, the WeChat store and the official account must be connected. After the connection is established, the official account can be displayed on the WeChat store homepage, and the official account homepage can also display the WeChat store. WeChat store products can be inserted into the official account articles. When customers read the article, they can click the WeChat store product link to place an order with one click. Recently, the official account comment area has also added the "carrying goods ability", and merchants can display official account articles, products, and mini-programs in the comment area.

In order to encourage merchants to promote WeChat store products through official accounts, the platform also provides targeted traffic incentives for content that promotes products. For example, if an official account publishes pictures and adds pictures of store products, it may be recommended by the platform and receive more WeChat public domain recommendation traffic.

At the same time, it is necessary to combine the operation of official accounts and WeChat stores to convert public domain traffic into sales. It is recommended that merchants with official accounts connect WeChat stores with official accounts, introduce official account traffic into WeChat stores, and obtain more platform public domain traffic through official account article content exposure. And through the content of official account articles, attract customers to place orders, and convert the official account private domain traffic and platform public domain traffic into WeChat store sales.

In addition, you can also introduce the traffic of the official account into the private domain to continuously convert new and old customers. You must set up a drainage entrance in the WeChat official account to deposit the traffic of the official account into the private domain. Through private domain operations, guide private domain customers to enter the WeChat store to place orders, convert new customers, and increase the repurchase of old customers.

Recently, WeChat Stores and service accounts have been further connected. Service account articles, pictures, private messages, automatic replies, and custom menus are all fully connected with WeChat Stores. In addition, a traffic recommendation entrance has been added to the "Take a Look" section of the service account page, and small green book pictures/text messages appear in the "Take a Look" recommended articles of the service account. As a result, the ability of service account pictures and texts to bring goods has begun to stand out.

In summary, through the rational use of WeChat stores and various touchpoints within the WeChat domain, merchants can achieve multiple goals such as brand promotion, product promotion, user interaction and marketing conversion.