1. What benefits can strong member loyalty bring to an organization?　

2. How to cultivate strong member loyalty?

3. Next preview: how to improve member loyalty?

"How much do you know about member attraction? (Membership Marketing III)" After sending out a period of time, many catering people chatting privately with me: "Password Jun, our store has been improved according to the method you said, attracting members, but the recent business of the store still do not see more improvement, this is how it happened?"

After we divert consumer users into member users, we need to build a membership management system. According to the different types of members, accurate marketing, to enhance the loyalty of member users, reduce the churn rate .

Through the development of member tasks, to give members valuable rewards, to tap, stimulate the interest of member users; enhance loyalty, enhance the emotional viscosity of member users and the enterprise, driving member users in the future to continue to repeat the store consumption, creating high value. At the same time, it reduces the cost of cultivating new users and marketing, and is easy to form a certain word-of-mouth effect and image effect for the corporate brand to enhance brand influence.

The life cycle of consumers has different stages, from understanding to interest, to order consumption, to repeat consumption, combined with its dynamic behavior in the enterprise platform, a variety of information classification and aggregation, to be able to generate a virtual "identity card". According to the analysis of user behavior, member loyalty is generally divided into the following four types:

1. Impulsive loyalty: once there is a better price elsewhere, the user will leave the business.

2. Cognitive loyalty: the user understands a variety of products, a comprehensive comparison of the most appropriate.

3. Emotional Loyalty: Users consume because they like a particular aspect of the business.

4. Behavioral loyalty: these users have formed a preference, and then have a tendency to repeat consumption, and recommend people around to consume, and even form a belief, spontaneous defense of the product brand image.

Based on the above four types of member users, in order to cultivate member loyalty, you can start from the following four strategies:

Maintaining interaction with members is one of the most effective ways to increase member experience.

Merchants can from time to time organize member offline activities, and members of face-to-face communication. And clever use of the circle of friends praise function, through the details of the behavior so that members feel that you are concerned about her care about her. Not only some more **** with the topic, but also will let members of the user feel that daily life can also experience your sense of added value. With the passage of time, the user and the enterprise's loyalty will gradually increase.

For different types of users, provide different services. For example, for the emotional loyalty of member users, businesses can target the preferences of member users, innovate on existing products, cultivate the expectations of such users for corporate product innovation, and enhance the stickiness of such member users with the corporate brand. In order to meet the needs of the users, to shape the good image of the enterprise.

An enterprise, often need to invite consumer users to participate in the enterprise activities together, in order to better cultivate the sense of belonging of consumer users. Enterprises can organize members and employees to do a thing together, such as rafting trips can be, the purpose is to enhance the overall understanding of the enterprise staff and members of the user to cultivate close to the emotions, cultivate members of the user of the enterprise's strong emotions.

The enterprise emotionally and behaviorally unified loyal member users, to develop a series of incentives, and reduce the conversion cost of member users. So that the needs of member users and the benefits provided by the enterprise to match, enhance the motivation of members to participate in corporate activities, sustained so that the enterprise to maintain the attractiveness of member users to realize the maximum value of member users, and enterprises to achieve a win-win situation.

As long as we continue to innovate, provide personalized service, make the brand irreplaceable and inimitable, form a good brand image, and then targeted training member user loyalty, and then slowly enhance, build a good member loyalty system, they will be convinced that the enterprise brand is best able to meet their relevant needs, do not take into account the other enterprises, almost only in a business repeated The first step is to make sure that you have a good understanding of what you are doing.

Next preview: how to improve member loyalty

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