In the last (Membership Marketing I), we have a clear understanding of what membership and membership marketing is, and what value membership marketing can bring to the restaurant business. So how do you build a membership marketing system?
The old saying goes: know your enemy and know yourself. We are doing membership marketing, first of all, we need to have a clear understanding of the members of the enterprise, in order to plan marketing activities according to the pain points and consumption of the members, to build a membership marketing system, so that the membership marketing activities to achieve a more substantial marketing results.
But how to accurately analyze consumer users and build a membership marketing system?
In business management, there is a management term called CRM system (Customer Relationship Management), Baidu Encyclopedia explains that the enterprise through meaningful communication, understanding and influence consumer behavior, and ultimately to achieve the purpose of improving consumer acquisition, consumer retention, consumer loyalty and consumer profitability.
In the context of building a membership marketing system for the food and beverage industry, it simply means that through interaction with customers, companies can attract new customers - precipitate new customers - and cultivate a cyclical model of turning existing new customers into loyal ones. Enterprises use marketing tools to provide customers with accurate and innovative personalized service, further promote the relationship between the enterprise and the customer connection, enhance brand influence, the formation of word-of-mouth marketing.
Today, we introduce a relatively simple and effective way to analyze consumer users to facilitate the construction of a membership marketing system: the RFM analysis model.
RFM analysis model is a classic method of customer management, which is used to measure the value and profitability of consumer users, and is a typical consumer user subgroup.
It builds consumption models based on three core indicators of user consumption: amount spent, frequency of consumption, and time of last consumption.
Through these three indicators, it is easy to build a coordinate system that describes the user's consumption level, forming a data cube with the three indicators:
On the coordinate system, the two ends of the three axes represent the consumption level from low to high, and the user will fall within the coordinate system according to their consumption level. When there is enough user data, we can use this to segment about eight user groups.
For example, if a user excels in terms of amount spent, frequency of spending, and time of last purchase, then he is an important value user.
If a valuable user's most recent purchase was a long time ago, and he didn't spend any more, he becomes an important retainer. Because he was once very valuable, we do not want to lose users, so operators and marketers can specifically target this type of consumer groups to recall.
The different quadrants in the graph correspond to different consumer groups. Would you prefer to simply treat them as one, or treat them differently based on their demographic?
This is the RFM model, which has been frequently used in traditional industries, and can be transferred to our use in a consumer-oriented operation system, which is the core of both CRM systems and consumer user segmentation.
How to use RFM analysis model, analyze consumer users, consumer user subgroups, management of members, build membership marketing system for precision marketing?
Through the construction of the membership marketing system, enterprises can accurately develop members, provide differentiated services and accurate marketing for member users, enhance the speed of product word-of-mouth dissemination, form a brand effect, promote customer loyalty and repurchase rate of the product, and increase the profit of the enterprise.
Let your products have a unique stickiness
With Xibei for example, Xibei enterprise with CRM system user side of the different ways to show and different scenarios of different consumption habits of the consumer groups to establish contact, increase the exposure of the enterprise itself, but also more comprehensively to meet the needs of users with different consumption habits.
With a certain number of consumer users, Xibei can analyze the consumer groups according to the RFM analysis model, according to the consumer users: the amount of money spent, the frequency of consumption, the latest consumption time of these three dimensions, accurate analysis of the habits of the consumer users and the contribution of the enterprise's profits.
According to the data analysis, can be divided into: important to retain customers, important to develop customers, important to maintain customers, important value customers are what. On its basis, according to the different stratification of customers, to make the corresponding customer retention and maintenance of marketing activities, to promote the customer's experience of the enterprise level, the development of the life cycle of the member users, to enhance the loyalty of consumer users, so that the value of consumer users to maximize the value of the enterprise to bring the greatest value.
A good membership system can well reduce the cost of enterprise promotion by pulling new ways, quickly attract customers to consumer experience, enhance the possibility of new consumer user retention, and increase the possibility of ordinary users to grow into consumer users, while the enterprise can obtain the perfect information of the members for data precipitation and analysis.
On this basis, we can provide high-quality member care services, increase the stickiness of member users, enhance the repurchase rate, and play an interactive role. A constantly updated and improved member marketing system is the key to enterprise word-of-mouth marketing and enhancing brand marketing power.
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