Leader Tailor is a 50-year-old handmade suit store with a unique sense of heritage, founded by her father, Lin Yusong, and her daughter, Lin Manya, accompanied her father when she was growing up to run the shop with this professionalism of a professional. When the store was founded, due to the background of the era, her father used to communicate with customers by phone and kept records in paper form, and even now he is not accustomed to the use of 3C products. Since her daughter joined the company, she has had ideas and attempts to focus on marketing, advertising, and customer information electronically, and her father, although he doesn't know much about these things, trusts his daughter's choices and lets her go ahead. Because of the many limitations of the traditional telephone, sometimes it is not convenient for customers to answer the phone, and a lot of time is lost, and there is no way to explain and use pictures to make customers understand, although many old customers have a fixed consumption habit, but there is no good communication tool to close the distance with them, so Lin Manya began to try to use the official account of LINE, and found that it is very convenient to use the official account of LINE to manage the customers, not only to save a lot of time to reply, but also to save a lot of time to reply, and to save a lot of time to reply. It not only saves a lot of reply time, but also greatly reduces the communication gap between customers.
After updating the official website from the year before last, Leader Tailor began to layout the digital marketing, they tried many ways like LINE, FB, Google ads, and also did the SEO optimization of the official website, but the results of individual operations were not obvious, so the team decided to collect customers from all platforms and import them into the official account of LINE, to make use of this platform that can be the closest to each customer to consolidate and re-program the content that suits the needs of marketing. The first step was to set up a LINE bot. First of all, we set up a LINE robot so that customers imported by advertisements can have one-on-one consultations in real time. After using the LINE official account as a landing page for advertisements, the number of friends will increase by about 150 per month. In addition to maintaining a high volume of messages to communicate with customers, you can also see from the backstage of the LINE official account through the tags that, in addition to about 10% to 20% of the new friends being old customers who have been to the store before, nearly 70% to 80% of the new friends are from advertisements or the official account. From the analysis of the data, not only can we understand what kind of channels our customers come from, but we can also correctly give them different information about their needs and preferential messages, so that marketing can directly help them in their business.
After updating the official website from the year before last, Leather Suit began to layout the digital marketing, they tried many ways like LINE, FB, Google ads, and also did the SEO optimization of the official website, but the results of individual operations were not obvious, so the team decided to collect customers from all platforms and import them into the official account of LINE, to make use of this platform that can be the closest to each customer to consolidate and re-program the content that suits the needs of marketing. The first step was to set up a LINE bot. First of all, we set up a LINE robot so that customers imported by advertisements can have one-on-one consultations in real time. After using the LINE official account as a landing page for advertisements, the number of friends will increase by about 150 per month. In addition to maintaining a high volume of messages to communicate with customers, you can also see from the backstage of the LINE official account through the tags that, in addition to about 10% to 20% of the new friends being old customers who have been to the store before, nearly 70% to 80% of the new friends are from advertisements or the official account. From the analysis of the data, not only can we understand what kind of channels our customers come from, but we can also correctly give them different information about their needs and preferential messages, so that marketing can directly help them in their business. This year, Leather Suit has also conducted special interviews to reconnect with customers from more than ten years ago, inviting them to join the official LINE account by calling them one by one, hoping to get back that group of old customers, and unify all customers to use the official LINE account to maintain long-term contact, which maintains not only the business, but also a full of human feelings and stories. In terms of operation, we had tried to communicate with customers by SMS, but the result was not good. With the introduction of LINE robots, we can not only reply to customers' questions in the middle of the night, but also solve the needs of many customers at the same time, which makes up for the lack of manpower and time costs. We have been working on the LINE official account for a long time, and we have obviously observed a significant improvement in the quality and frequency of communication. In addition, Leather Suit has also discovered that, through continuous experimentation, customers respond better when we provide them with contextualized graphics rather than promotional messages! For example, in November, when the epidemic opened up and there was no need for quarantine, and exhibitions began abroad, some customers had the need to go on business trips, so we rearranged the old articles in the blog and sent them via LINE to inspire customers to go abroad to talk about business and to buy clothes. Not only would new customers come to buy new suits, but old customers would also take old suits to be altered and make new ones. The substantial growth in sales that month made Leather Suit even more determined that the transformation was the right way to go.
Participating in the Digital Support Program, with the back-up and accelerating force, has made Leatherman more daring to try different marketing methods. In addition to the teaching of digital tools, the support program also provides opportunities to communicate with different stores. After attending the course, it was very rewarding, and the practical application of the program in store operations has increased last year's sales growth by two to three times compared to the year before, especially after the epidemic slowed down in the second half of the year, the number of new customers to the store has increased, and the number of new customers in the past accounted for about 30% of the monthly sales, but it has now increased to nearly 50%, so it is even more important to introduce digital tools to assist us in our efforts to not only bring us closer to our customers, but also to accelerate the process. Therefore, the introduction of digital tools has become even more important, not only to close the gap with customers, but also to enhance their trust in Leader Suits through real-time interaction. The trust of customers in the service industry is very important, and Leighton said: “Digital transformation is not that difficult, nowadays everyone has a cell phone, digital transformation is just applying it to business. The LINE Community Learning program provided great support to everyone, and we were able to try different things to achieve different results and encourage others to take the first step.