Costa, who insists on making coffee by hand, has found a marketing breakthrough.
Consumers and businesses form strong interactive data to become the next cooperation point.
For businesses, they can precipitate mobile customers through WeChat Pay's social attributes. As long as customers are connected to the wifi provided by merchants, merchants can directly reach offline users, direct customers to the online platform, break through the membership system, and achieve O2O closed loop. At the end of a business, merchants strengthen their interaction with customers with the help of Wechat official account, and can regularly and accurately promote coffee culture, event information, coupons, membership benefits and other contents to customers, which becomes the beginning of the next business.
Different from other payment methods, WeChat Pay brings not only the convenience of payment, but also the social nature of Wechat and consumption. Consumers, after getting the coupons, can also click to add to the personal Wechat "card coupons", customers can share the consumption experience and even coupons with friends, to drive community consumption.
When it comes to why to build this smart coffee shop, Su Bo said that the motivation is very simple, is to combine WeChat Pay and other services of Wechat, such as wifi, scan code to order food, to build a friendly and efficient store scene and brand recognition, so he came up with the idea of building the first WeChat Pay flagship store in the coffee industry.
According to him, in the future Wechat members as well as post-payment evaluation, data level, and WeChat Pay will have deeper cooperation.
Since the launch of Wechat Smart Life solution, it has covered more than 30 industries and accessed more than 300000 stores across the country, helping various industries to upgrade their wisdom. The launch of Wechat Wisdom Cafe with Costa is not only a new extension of WeChat Pay's industry tentacles, but also a new path for large coffee brand chains to upgrade their wisdom and explore new business opportunities. The industry believes that the improvement of operational efficiency and the upgrading of consumer experience brought about by WeChat Pay's high-frequency offline consumption like Cai Cai Costa will encourage more industries to follow and imitate.
The cooperation between Costa and mobile payment tools has changed the traditional store management concept of coffee and effectively solved the problems of the brand. With mobile payment tools, Costa can provide consumers with high-quality coffee in a short period of time, which is absolutely impossible for any instant coffee. It remains to be seen what impact Costa's move will have on the brand in the future.
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There is great potential in China's coffee market, and there is a way to operate coffee stores.
First, the operation of coffee franchises should be stable and should not be lost: it mainly refers to regular customers and shop assistants. As franchisees, they must use their true feelings in dealing with regular customers. You can give small gifts during the holidays and make sure you get in touch with regular customers as much as possible. Second, to create a famous store, don't break your promise: if you don't insist on doing it at a discount, the franchisee should think from the long-term development of the store.
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Baristas who have a deep understanding of the future development of the domestic coffee industry
Zhang Yinzhe: Some basic knowledge needs to be known when you enter the industry, such as the theory of gold cup, coffee extraction and other basic knowledge. The information you get online or in books only helps you build a framework, and you need to summarize and systematize some knowledge yourself. What you see online and what you learn are two different concepts.
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