"Membership Mode" Keeps Your Customers More Than Repeat Customers.

The value of membership database is mainly measured by two indicators: first, the scale of the database, that is, the number of effective members; the two is the information dimension of the database, which can be used for partition analysis and sub marketing.

The three dimensional marketing of members includes feedback marketing, equity marketing, regular newsletter, crowd marketing, chronic disease member project management and so on.

It is through the special rights and interests to maintain customer relationship, and gradually establish a membership database, through the database to develop accurate member marketing, and provide planning basis and customer resources for category development.

Membership management is, in the final analysis, an effective tool for customer loyalty in stores.

The value of membership database is measured by two indicators:

The first is the scale of the database, that is, the number of effective members; two, the information dimension of the database, that is, how many valuable member information in the database, which can be used for partition analysis and sub marketing.

Therefore, the two main lines of membership management can be clearly seen:

First, a comprehensive and rapid membership development to build databases; the two is a complete system of member marketing to manage databases.

Member development is aimed at accumulating the membership database for members, so as to develop stereoscopic member marketing, stabilize customer relationship and increase the number of pactions.

The three dimensional marketing of members includes feedback marketing, equity marketing, regular newsletter, crowd marketing, chronic disease member project management and so on.

First, feedback marketing -- breaking the ice to activate, and establishing or restarting relations with members.

Below are some examples of feedback marketing for your reference.

1. new member activation

When doing membership data analysis, we often find that some customers only have one member paction, and then have never been to the store.

Some of the customers just passed through the stores during the promotional activities, temporarily saw the membership cards when they saw the shopping privileges, and some of them joined the cards because they joined the members to get more gifts, while others forgot that they had joined our members.

Therefore, we need to activate new members: the 1 month last month will be a new member information export, which will send SMS to these customers. Thank you for joining XX store to become our member.

With this news, we can reduce X yuan in cash at the store.

2. birthday wishes

On the 1 day of each month, I will send out a member's message for my birthday this month, sending them messages. "Your birthday is our holiday. XX store wishes you a happy birthday! XX store not only provides you with goods of value for money, but we are willing to bring more care to you."

With this information, you can get a nice gift from the store.

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3. sleeping members wake up

For members who haven't traded in the past 3 months, we can call them

Some of them were moved away from business circles, and most of them left because of complaints.

The cost of developing members is not less than 25 yuan, while a dissatisfied customer will tell his feelings to many people, which will affect the image of the company, so we must awaken this part of sleeping members.

On the 1 day of each month, export the member data that did not enter the store in the past 3 months, and sent them the message. "Recently, the weather has changed frequently. XX stores remind you to pay attention to the weather and add less clothes in time. According to this news, we can set a cash reduction of 10 yuan in the store."

Two, member rights and interests Marketing -- improve membership recognition and increase viscosity.

Several cases are also cited for reference.

1. member day marketing

Membership discounts in many members of the company are different, but there is a significant difference in the turnover of each member's discount date.

It is not a day to set the date for membership. There will be an increase in member days. Membership day is a normal marketing measure. If member days are planned and promoted in accordance with marketing activities, they will gradually be recognized by customers.

2. gratitude, feedback, change points

Each enterprise has its own membership exchange rules, for example, members can change points at any time, or change points at fixed time each month. Under such conditions, customers usually change their grades by changing stores, and the integral exchange becomes a fixed cost ratio.

When the conversion is regarded as the cost, there will be many restrictions on the accumulated points of the members. For example, the purchase of discounted special items is not integral, and the purchase of merchandise with no gifts is not integral. Such rules often cause frequent customer complaints, and the integral is not only the cost, but also the burden of customer service.

Therefore, it is suggested that the member points should be converted into a theme marketing activity with gratitude and feedback. For example, a month in a year should be designated as a month of Thanksgiving and feedback.

During the event, the unified Merchandising / category promotion led by the Department of operations and planning, led by the chain unified theme promotion and merchandising department, should be well prepared in advance and strive to achieve good sales performance through the attractive promotional mix.

Three, members of the public marketing - mining customer segmentation needs, promote single product / category sales.

Database niche marketing is a highly cost-effective, precise attack of advanced marketing technology.

In the past, the drugstore in my company was promoted in June to enter the skirt wearing season in the north, but the result was not very satisfactory. Later, it changed to start in March each year, and put forward a sales promotion campaign of "category and summer ahead of schedule".

Not only should we pay attention to the single store theme promotion such as "family warm May Thanksgiving mother's Day" and so on, we should devote more effort and resources to study the sub marketing of the member database.

Four, regular member Newsletter - establish continuous regular communication with members and maintain relations.

There are many ways for members to communicate regularly. For example, monthly notification of chain unified promotion is a regular way of communication. Monthly or quarterly special issue is also an effective way of regular communication.

The business planning department of the chain headquarters is self compiled and provided by the manufacturers. Besides the latest marketing developments, the journal can also add various vouchers, category vouchers and service experience vouchers under each page to increase the value of the members' publications and the frequency of customers entering the shop.