Promotion on Meituan Delivery

Merchants at Meituan Delivery Platform all feel crazy and confused about the promotion toolings provided by the company.

If you open the merchant-end application for restaurant operatores, you will be shocked by the long the list as below photo shows. It has 19 kinds of promotion which grouped into 4 categories.

Eight kinds of them are for more exposure on the platform. They are buy X get Y off, delivery fee discounts, item discounts, WeChat promo code,seckilling, Meituan customer loyalty rewards, coupons,precision marketing respectively.

Five of them target to increase basket size. One of them is for getting more users.The rest five are intended for improving purchase frequency.

Actually, merchants complain about this all the time because they don’t have the knowledge to decide which promotion is the best way to achieve their goal. And if they set all of them, it is confusing for both eaters and merchants. Eaters do not know which promotion is effective until they place the order,because promotions are mutually exclusive. It means if you use one of the promotion, you can’t use another one. For merchants, if they set several kinds of promotion, they can’t know exactly how much they cost on the promotion and how much are the total cost of the menu item. Sound crazy, right?

I am not sure that product managers on the Meituan aware of this issue yet. Or maybe they do ,but they don’t know how to solve this. Cuz there are millions of merchants on the platform and they have all kinds of requirement. So these product managers just provide the toolings as many as possible. The rest they can do is to hand over to merchants to decide.

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