In the last article, the design guide for coupons (1), the whole system of coupons has been combed in a large framework, and the next article will focus on the design of each system, and will gradually turn from the frame into a flesh and blood system.
As the foundation and core of the whole system, the coupon system will be designed first. Of course, considering the difference of business, I made a filter here. On the one hand, it is a priority to clarify the framework; on the other hand, it is based on the red envelopes shared by the current hungry and the takeaway order of the US group as the business basis.Explain my understanding of the design.
In the last article, the coupon system included three parts: concession amount, limitation and validity period. And then we’ll tell each other.
1. Preferential amount
As a coupon, the function is naturally preferential for the amount, and the amount of the discount is naturally the focus of attention. From the current situation, the set can be divided into two kinds, fixed amount and floating amount.
The meaning of the fixed amount is that the amount of the coupon is fixed, and it will not change with the amount of the order, such as the full amount of the voucher and the voucher.
Fixed amount is a relatively basic way, and it is also a more general way at present.
Full voucher means how much money is allowed to enjoy a waiver, for example, a full 30 reduction of 5 yuan; there is no limit on the amount of the coupon, which must be higher than the deduction amount. If the order amount is less than the deduction amount, the amount will be 0 after use, and the use will be reduced.
Floating amount is that the amount of this coupon is floating, and in a certain case, a different amount will be generated. The factors that cause coupon price are generally divided into order and behavior.
Order is generally more common, such as discount coupons, is based on the order to determine the amount of preferential treatment. For example, the 20 percent off coupons are calculated on behalf of 80% of the amount of the order, and the 20% is the preferential amount, but the specific amount will vary with the price of the order.
Of course, the price of orders here is usually divided into two categories, the actual amount and order amount. Because there are some categories of products or services that are not included in preferential business in some business scenarios, they will be differentiated.
At present, discount coupons are also a popular coupon discount mode.
Behavior means that when a user performs certain behavior, he will judge the preferential amount based on his behavior. Hungry, the United States take away the group X red packets the largest, that is the mode.
But the logic of “behavior based judgment” is usually placed in the activity system, not in the coupon system.
For behavior class, the coupon system will usually set up a discount interval, set up two interval discount interval, large discount interval and small discount interval. Then, after the action is taken, the result is based on the logical result. And then determine the amount of the discount.
The limitation here refers to the non amount limitation, which is set in the “preferential amount”. And the limit here is the business level.
Here, take the hungry, the US group take away business example. Business level constraints include: area, use time, category…
For example, the area will limit the use of the area, the issuance of vouchers in the Shanghai area can not be used in Hangzhou’s stores; for example, the use of time will limit the use of coupons. The coupon is an afternoon tea voucher, from 14:00-17:00, which is beyond the time period; for example, category, limited products, such asThe coupon is afternoon tea voucher, which is only used when buying milk tea, dessert and other items.
The restriction has strong business attributes, fully reflects the understanding and depth of business, and also reflects the degree of refinement of operation from the side.
Three. The period of validity
There are two kinds of setting for the validity period, one is a fixed period of validity, one is a time period, and the other is to set an effective number, for example, 30 days, which is generally valid from the day of 30.
Hungry, American group takeaway is generally issued second kinds, from the date of the collection of effective days, can increase the sense of urgency, promote user orders.
Four. Backstage design
The above content, just based on the three part of the coupon system, belongs to the theory, and if you are going to design the backstage according to this, it will be a completely wrong thing.
The analysis of the idea is to summarize and analyze the whole system, and to design the system, but from the perspective of a coupon. This is a totally different two angle.
The return to a coupon is actually a combination of rules, so we need to sort out the rules and then focus on a coupon.
The design of the backstage will start from the hungry products, based on the content seen in the APP analysis, rather than the official design, for reference only.
The amount, limit and validity period mentioned above are actually part of the rules.
From the current understanding of business and the design of coupons, the following major limitations are roughly divided into three categories: money rules, category rules, and brand rules.
（1）Rule of amount
The amount rule is mainly to determine the preferential mode, including three categories: full reduction, vertical reduction and discount. Whether it is a fixed amount or an interval amount, it will make an attribute to set it and determine the discount amount based on setting. The amount of the interval will not appear in the discount type, it will only appear in the reduction or decrease.
From the hungry APP, the category includes: fresh fruits and vegetables, dessert drinks, food, business super convenience, breakfast, night night, flowers, medicine, help buy help, punctually up to these categories.
Because category as a public content, can no longer maintain the scope of the category, category rules, only need to be based on business needs, packaging and regrouping of categories, forming a suitable to go, such as fresh fruit supermarket red packets, the category will include fruit and vegetable fresh, commercial super convenient two categories.
This can be regarded as a subdivision of the category, of course, it can also be independently set out.
For chain like McDonald’s, a brand contains many stores, but it can not be restricted by category, but it can be set by brand. Here is a mutual exclusiveness with category rules, that is to say, if a brand is set, it is impossible to set up a category, and the brand is a single election, and it is not recommended that multiple choices can not be made.
Brand rules can be set up when setting up a coupon. The rules are not set.
When the rules are set, the coupons will be set up. The coupons at this time are entirely based on the rules of collation and combination.
Is this the end of this? Obviously not, it’s just the rules, the coupons, just the design of a new interface, and the other includes the display of the list, the selection of the screening conditions, the editable part of the editor… All need to be gradually enriched based on business. This article is notI’m talking about it.
Five. Cooperation in different industries
What kind of model is it for different industry cooperation?
In fact, cross industry cooperation is to make partners as the issuers of coupons for the issuance of coupons. The general steps are:
So what we need to do for coupons is: 1, distinguish between our own coupons or cooperation vouchers; and 2, who will issue the coupons?
Just from the perspective of coupons, it adds a pattern. When the mode is cooperative voucher, it is necessary to increase partner selection simultaneously.
Of course, since it is a partner’s voucher, you need to add an import function to the list to support the voucher of the importing partner and set the rules of the import separately, such as reminding, alerting the number of alerts, and so on.
The issuing logic of coupons, including the different business cooperation, will be explained in detail in the next article “the guide of the design of coupons (three): the activity system”, and the logic of the coupons will be looked forward to.
Author: Blue fat _Simon
Source: Jane book
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