1. Analysis of membership pyramid

The well-known "28 Rule" (also known as "Pareto Rule"), 81% of the income in an enterprise comes from 21% of users. Therefore, when the members of an enterprise have accumulated to a certain extent, it is necessary to further understand which members are important and group the members according to their importance.

Taking the following figure as an example, it is divided into four levels according to consumption frequency and consumption amount:

Class A customers: located at the top of the pyramid, these members have high purchase frequency and high consumption amount, which are our key customers. They need to get more marketing resources, have special personnel to provide services, keep regular contact and keep these customers buying continuously.

Class B customers: they are also very important customers, but their consumption level may be slightly lower than that of Class A customers. Therefore, some promotional information, coupon information and product information they are interested in can be pushed to stimulate consumption.

class c customers: for the 31% members who have certain spending power but have low consumption frequency, they need to constantly send them promotional and preferential information to arouse their desire for consumption and attract them to make more purchases.

class d customers: the remaining 41% customers need to be marketed in other ways according to the actual situation.

2. RFM analysis

R: the time when the latest consumption occurred. Judge the life cycle of members in order to do cycle marketing well.

life cycle of members: honeymoon period, active period, loss period and dormant period. Generally speaking, within 3 months, it belongs to the honeymoon period, and within 3-6 months, it belongs to the active period, but within half a year, it has entered the loss period without shopping, and after more than 1 years, it has entered the dormant period. For the cosmetics industry, the closer to the consumption date, the greater the possibility of the next purchase.

F: the number of purchases in a certain period of time. To a certain extent, it reflects the customer's loyalty, represents the repeat purchase rate, and can see the customer's maintenance.

M: the purchase amount within a certain period of time. To some extent, it reflects the contribution value of customers. We have all heard of the "28 law", and general marketing is mainly aimed at customers with high contribution value.

RFM combination, using memory curve, helps members to review the good memories of your first shopping together and trigger the next shopping.

according to the RFM combination, we can divide the members into four categories: active members, recently lost members, mid-term lost members and dormant members.