Introduction: The information system through the transaction information and customer information of a large number of accumulation, from which to extract valuable intelligence, insight into the pattern of change of consumption, want to be in front of the customer, to do in the heart of the user. Membership management is a business that cannot be ignored in the enterprise information management system. Membership management includes membership qualification, qualification membership management, member rewards (embodied in the membership management or customer relationship management process) and preferential (embodied in the sales and consumption process), member analysis and retention (embodied in the customer relationship management data mining analysis).
How to do a good job of membership management methods
First, make full use of information systems, comprehensive analysis of historical data.
The premise of providing personalized service is to understand the customer's personality, which inevitably relies on the powerful analysis of information systems. In these analyses, the most representative analysis model is? Four quadrant analysis model? The core idea of this model is to categorize members according to their consumption in a certain period of time and total consumption of two dimensions: high consumption, high total consumption of members can be called? Know Yourself? This is the best quality customer of the enterprise; members with low consumption and high total consumption can be called "butterfly". Butterfly? ; high consumption, low total consumption can be called? Barnacles? ; low consumption, low total consumption can be called? Passerby? With this analysis, different marketing strategies can be adopted for different types of members.
Second, we should try to ensure the accuracy of the membership information.
At present, the vast majority of companies do not have accurate and complete membership information. Most members just fill in a small amount of information, such as their name, when they get a card, and then never update it again. Accurate and complete member information is the basic basis for member personalized promotions, member consumption analysis, the importance of which should attract the full attention of retailers.
Third, members should be subject to lifecycle management.
There are quite a lot of companies that just keep developing new members, and there is no management of member elevation and elimination. This kind of membership management cannot focus the limited resources of the enterprise to provide quality services for high-end customers, but averages the limited resources to all members. The ever-increasing amount of member data also puts tremendous pressure on the enterprise information system, reducing system efficiency and increasing maintenance costs.
Fourth, providing members with personalized services and personalized marketing is the fundamental task of membership management.
Fifth, make full use of a variety of information means, comprehensively broaden the channels of member care.
Sixth, combine membership management with stored value management.
Seventh, through the form of co-branded cards to expand the development of membership channels.
Eighth, the combination of membership management and coupon promotion.
How to do a good job of membership management
Do a good job of the membership charter
Now the membership of almost all the stores are engaged, but most of the more indiscriminate, one of the reasons for this is that there is no formed scientific membership management system, that is, the membership charter. Some stores even buy products as a member of the customer, everyone can easily and easily become a member, then the honor and superiority of the member is not reflected, its attraction to the customer and the binding force of nature is also much smaller, in fact, the members can not be effective management and interaction can not be counted as a member. Here we need a membership charter. The constitution mainly includes the conditions and rights of members. In terms of the rights of members, there are mainly several: First, through the members of the shopping to accumulate points, points can be exchanged, the second is that the members can enjoy than ordinary customers in some time or some products to get more concessions, and can participate in all kinds of activities organized by the store to enjoy some value-added services and so on.
Emphasis on member development
In general, the development of a new customer cost is to maintain the old customer 3-5 times, so the development of new customers is the first, the difficulty is also greater. Membership development can be through a variety of activities, such as one-time consumption of products slow how many dollars of customers, or in a certain period of time to consume a certain amount of customers, etc., according to different regions to develop different target consumer groups, but also according to the customer's different needs on the development of the customer's base, the larger the base, the development of the number of members into the number of people will be the more members of the members of the screening and management of the good foundation.
Establishment of member files
The establishment of member files is the first step in member management, which facilitates tracking services, understanding of member information, and avoids wastage. When building a membership file, it is important to effectively categorize customers according to their age, gender, income and other information. Old customers and new customers should be differentiated, according to the length of time to join the phone tracking, interactive communication, closer to the distance between the store and the members. The perfect establishment of weekly, monthly, quarterly and annual service standards, such as regular membership through the members of the exclusive gifts or members of the form of activities, increase the membership of the cosmetic store identity; regular customer communication, adjust the focus of sales and promotional incentives to improve the chances of members of the return to the store.
Dividing members according to customer psychology
? The first time I saw this, it was a very good thing that I was so excited about it. Older, low-income, most like to greedy cheap, like small favors; and young, high-income, more like a variety of points gifts, such as pendants, cartoon small toys, fashion bags, make-up tools and so on.
If the purchase habits to distinguish, often buy cream products customers generally hope that their skin can be well protected, can always have a young and beautiful face, youth forever; often buy makeup ` customers generally want to be more charming, moving, fashion, or occupational special requirements. Knowing the needs of customers, combined with the characteristics of the store, find ways to meet their desires, thus enhancing the quality and loyalty of members.
Carrying out tracking services
After distinguishing between members, it is necessary to develop different policies for tracking the different consumption habits and levels of members. Shanghai's one of the first brand 333-type service precedent, that is, the first time customers in the cosmetic store to buy products, after 3 days of telephone tracking, asking customers on the product there is no use and the use of questions, etc., which will increase the customer's goodwill to the cosmetic store, as a member of the foundation laid. In 3 weeks after another tracking, this time the customer has been using the product for more than half a month, the use of products will have certain feelings, this time should ask the use of the product, give the customer answers to some beauty knowledge, while inviting customers to visit the cosmetic store to enjoy some other after-sales service, you can tell the store specially prepared for her to get a gift, so that she came over to get at such-and-such a time to increase the chances of re-sale. In 3 months after another phone call with the customer, ask whether the product is used up, and tell the store recently what activities, but also can use a little skill, such as telling her is the only one in the store this month lucky customers, will get a gift and so on. At this point, the customer's product has been basically used up, the chance of buying is greatly increased.
Expanding communication and interaction with members
The management of members is not only to see members as customers and to dominate customers, but also to establish a deep communication model, so that members have the opportunity to participate in store activities, and channels to express their needs and wishes, members of the monthly newsletter is a good way to do this. Through the monthly magazine can not only introduce products and Huidong information, but also can publish some member letters and photos to mobilize members to participate in the enthusiasm, increase the sense of belonging, cultivate loyalty. In addition to communicate with members to pay attention to the details of communication, communication in the details of the maintenance of the role of members is pivotal to the telephone call back, for example, call time should be in the morning 11 - 12, or 4 - 5 pm, because this time period is usually not too busy, should pay attention to the tone of the phone, in a courteous at the same time to maintain a sense of cordiality. At the same time, the return visit time should not be too long, master in 3 minutes can, and finally make a good return visit record.
Continuously develop and expand the number of members
Adequate number of members is the basis of sales, some people compared to the members of the store money tree. For example, for a county-level or township-level cosmetics store, if the number of members more than 600 people, you can ensure its normal operation, (each member of the annual consumption of 300 * 600 people = 180000 yuan). At the same time, a good promotional activities is even more is inseparable from the members. In the pre-event, first of all, the registered members of the classification, which has been buying products for a month, which is just buy products customers, after confirmation, telephone communication, and inform the promotional activities time, because she is our valued members, thank her for her support all along, the store specially prepared for her a super gift. In addition, if she brought a local friend over, she could also get a gift. At the same time, said the launch of this activity is very generous, she was the first to receive the call, so that customers themselves feel honored.
A sufficient number of members is to rely on the usual savings of the cosmetics boutique. At the same time to do a good job of a successful promotional activities, by the usual accumulation of members and maintenance of the impact is very large. Activity on the day of the customer 60% is a passer-by, the chance of buying is very small, it is difficult to drive sales. If there are 600 members, 300 people identified through telephone invitations, the actual presence of 200 people, of which 100 people to buy products, assuming that each person consumes 100 yuan to generate sales of 10,000 yuan, the basic sales of the event can be basically guaranteed. Then add the flow of customers that day, the chances of success of the event will be greatly improved. Practice has proved that the same is the organization of promotional activities, through the general distribution of unfamiliar flyers and notification of members compared to the chances of members to participate in activities than ordinary publicity dozens of times higher, in the process of participating in the activities of the members, whether in the purchase of products and the amount of the chances of far more than ordinary customers, which is the charm of the members. In terms of member promotion, Hangzhou Puraiya company's platinum makeup brand is the most outstanding, which through **** enjoy the membership resources in the store, publicity and sales knocked single in place, in Shanxi Xinzhou Xinpeng washing and Shandong Binzhou Senmeiren washing and other larger-scale stores, each promotional activities can easily exceed ten thousand.