Member marketing management plan for cosmetics industry

Cosmetics Industry Member Marketing Management Plan

After a cosmetics store has established a complete and competitive membership charter, it is necessary to further master the good follow-up service methods for members of the cosmetics store. Only in this way can we provide the best service, rather than just focus on the membership charter. Below is the knowledge I bring to you about the membership marketing management program in the cosmetics industry. Welcome to read.

1. Establish customer membership files of cosmetics stores to achieve member organization

The most important thing in establishing member files is to collect member information. Member information is the eyes, nose and ears of a specialty store. Only by truly mastering this data can all kinds of work in the specialty store be targeted, get twice the result with half the effort, and truly increase the sales and profits of the specialty store. The member file includes the member's basic file, which is a static file; it also includes the member's consumption status file, and the acceptance and reaction status file for the cosmetics store and store brand, which is a dynamic file for the cosmetics store.

1. Static file: basic member file, that is, general information about new and old members:

(1). Name: For members, the name should be left as much as possible to facilitate follow-up management. In addition, we will address members correctly when following up to ensure accurate delivery of member information, so that member work can be completed in a truly meticulous manner.

(2). Gender: Members are basically female, but we must develop our male target consumer group on this basis.

Contact information: mobile phone, landline phone, email. Be sure to master the effective contact information of members. Only through multi-channel contact information can effective communication channels with members be established and increase mutual communication with members. Members Management work can be truly effective, otherwise membership work is just talk.

(3). Address: The member’s address is also very important information. Usually customers within 30 minutes of the store are the main customer group. Through the member's real address, the cosmetics store can deliver the store's member journal and some paper media promotional materials to members in a timely manner, deepening members' awareness of the cosmetics store. At the same time, cosmetics stores can make a member map based on the address distribution of members. In which areas are the main members distributed? In which areas the number of members accounts for too low a proportion of the target consumer groups in this area. Cosmetics stores should strengthen the promotion and promotion of this area. Promotional work.

(4). Skin condition: The member’s skin condition is the easiest way to determine the category direction of the member’s cosmetics purchase. At the same time, the member’s skin condition and the comparison of the skin condition after using the product can make the member feel more comfortable. The effect after using the product.

(5). Age: Age group is very important for the segmentation of members. Members of different age groups have different demands for cosmetics. Members of different age groups also have different care methods. It is more convenient for cosmetics stores to accurately promote brand products in the store based on the age of the members.

(6). Member’s occupation and income: In what industry the member works and what unit he works for, based on the local income situation, the member’s approximate income and disposable income in cosmetics consumption can be analyzed. With this information, cosmetics stores can initially determine the product demand direction of members based on their work industry. For example, civil servants and teachers mainly consume skin care products, while young corporate white-collar workers not only need skin care products, but also have demand for makeup and makeup expertise. The demand is also huge, making it easier for cosmetics stores to do targeted work.

(7). Past used brands: By analyzing the member’s past used brands, the member’s consumption direction and consumption level can be analyzed, which will facilitate the subsequent follow-up of cosmetics stores to more effectively promote the cosmetics of the brands operated in the store. .

(8). Member preferences: Mastering members’ preferences allows cosmetics stores to deeply satisfy members’ preferences when following up on services, impress members, and increase members’ interest in cosmetics stores and in-store operations. Brand loyalty.

Cosmetic stores must keep members’ basic information confidential, so that members are willing to leave their information. Many members are unwilling to leave detailed information mainly because they are worried about their information being leaked and giving Members have a negative impact. When establishing a basic member profile, members may only leave simple information at the beginning. In the subsequent follow-up and services, the cosmetics store can make members believe and trust the sincerity of the cosmetics store through excellent and complete services, so that other basic information can be improved. Only with information can member services be provided.

When a member’s basic information changes, it must be updated in a timely manner. Failure to update in a timely manner and resulting information disconnect will lead to inefficiency or even ineffectiveness of member follow-up work.

2. Member dynamic files:

The static files of members give cosmetics stores a preliminary analysis of members, and can set up different plans to better serve members and guide members. consumption. However, members’ consumption patterns have different personalities. They choose different brands of cosmetics and have different demands for services. Therefore, cosmetics stores record members’ consumption patterns, that is, they establish member dynamic files. In this way, cosmetics stores can continuously adjust as the customer's situation changes and provide members with the best personalized service.

(1). Product information: For example, the type, product name, price, and packaging of the products purchased by members can analyze the member’s consumption choice direction and consumption preferences, and at the same time determine whether the member’s product selection is consistent with personal needs. , cosmetics specialty stores can better guide members’ consumption.

(2). Consumption information: such as purchasing habits, purchase frequency and quantity, purchase time, etc., you can analyze members’ consumption patterns, and better set the sales model in the store based on members’ consumption patterns. , promotion mode and member follow-up mode.

(3). Feedback information: record members’ acceptance and feedback of products, sales, promotions, and service information in the store to facilitate the store’s optimization and improvement of various models.

Members’ static files and dynamic files can allow cosmetics stores to segment customers more closely, so that cosmetics stores can be closer to customers and better capture their hearts. At the same time, by paying attention to changes in member information, cosmetics stores can further understand consumer consumption trends and enter the active product sales stage.

2. Classified management of members

Establishing member files is the first step in member management. The key lies in the follow-up service of members. To make the follow-up service more effective, cosmetics franchise On the basis of member files, the store should effectively classify members according to different target consumer groups and different needs of members, clarify the number of associate members, how many floating members, and grasp which are loyal members and which are general members; Being a "whim" member will not produce real effects; only on this basis can cosmetics stores guide more customers to become members, and then turn more members into loyal members.

1. Effective classification based on members’ age, gender, income and other information

Member group segmentation, members of different age groups have different needs for products, young people People's demand for basic skin care products and makeup will be greater. Older members will have greater demand for skin care products (high maintenance) and functional products (spot removal, wrinkle removal). Members with different incomes will have greater demands on the quality and price of brand products. The demand points are also different; in terms of promotion model, if the membership group is divided by age and income, customers of different ages and incomes have different needs. Most of them are older and have lower incomes, and they like petty gains, small favors, and gifts. Special offers are very attractive; young members with high incomes mostly like various point-based gifts, and the plan of buying points and giving gifts is more popular.

2. Classify members according to their purchasing habits and preferences

If members are distinguished according to their purchasing habits, members who often buy cream products generally hope that they will always look younger. Beautiful appearance; members who often buy makeup generally want to be more charming and fashionable. After knowing the requirements of members, combined with the characteristics of the store, we can find a way to satisfy their desires, and regularly provide specific plans for different members, or unify them. The plan can attract different members, carry out promotional activities for members, increase member purchase rates, thereby improving member quality and loyalty.

3. Loyalty classification (category A, B, C) according to the member’s consumption amount

The more familiar the member is with the store and brand, the more trust he has in the brand, and the higher the loyalty. , the consumption amount is naturally high, reverse reasoning, members have a high consumption amount, and their loyalty to specialty stores and brands is also high. Most of the sales in the store are also generated by some loyal members. From this, members can be classified by ABC according to their consumption amount. A is a key member, B is an ordinary member, and C is an inefficient member. Key members will be followed up to reflect the sense of dignity and value of key members. The store will target members work will be more efficient.

4. Classify members according to their consumption frequency, consumption time, consumption order volume, and consumption amount

(1). Record the member’s consumption frequency. The higher the consumption frequency, the higher the member’s consumption frequency. The higher the recognition and loyalty of the store, if the consumption frequency is not high and the consumption order volume is low, the member is a key member. At the same time, the specialty store should analyze whether it is the reason and how we can improve the work of the specialty store so as to Check whether the member has room for improvement.

(2). Record the member’s last purchase time. This is very important information. If a member doesn't come for three months, there must be something wrong, or he was contradicted by the salesperson last time he came to the store and became angry and stopped coming. Find out the reasons through visits and improve the work; if it is due to membership and the number of purchases is too few, the member will be listed as an inefficient member and targeted follow-up will be carried out.

(3). Record the member’s average bill, that is, the member’s single consumption amount. If a member's consumption amount per time is low, we need to look at why he consumes so little, whether it is due to low disposable income or other reasons. The average customer order volume can also explain the structure of the store members. If you are a loyal member, the purchase amount at one time should be higher. In the store, there will be a single purchase of more than hundreds or even thousands; if a member has a single purchase amount of Since they are all relatively small, cosmetics specialty stores should strengthen high value-added investment in product structure, in-store sales promotion model, and service model to guide members to high-end consumption.

(4). Record the member’s cumulative consumption: Analyze whether the member’s consumption has increased or decreased. By subtracting the member’s purchase amount in different periods from the previous purchase amount in the same period, we can know the member’s purchase amount. Whether it has increased or decreased, if it has decreased, follow up.

The specialty store conducts differential analysis on customers through the segmentation of customers and members, and identifies big customers; grasps the growth rate of new customers; grasps the churn rate of old customers; systematically analyzes various types of members information, understand the changes in needs of different members, adjust the store operation plan in a timely manner, effectively prevent the regular loss of customers, conduct classified management of different types of members, and use different methods to manage different members, so as to prevent the emergence of the cornucopia of members. Weak board to realize the accumulation of store wealth.

3. Member follow-up service management work

For members of cosmetics stores, cosmetics stores should distinguish between old members and new members, and make phone calls and text messages based on the length of membership. , network, mail, and activity tracking to avoid member loss and attract more new members; establish weekly, monthly, quarterly, and annual service standards, regularly communicate new products and promotional information to members, and regularly enjoy exclusive gifts or memberships through members The form of social activities can increase members' recognition of the store, conduct regular customer communication, adjust the focus of sales, increase the probability of members returning to the store and the amount of transactions, increase the frequency of consumption, develop new customer sources, and expand the cornucopia. The bigger.

1. In-store follow-up service methods

In the store, there will be member special offers, point rewards, in-store printed goods, free makeup, and free care. After members come to the store, Warm reception, remind members of the benefits they can enjoy, and let members feel the value of membership in the store.

2. Telephone follow-up service method

What communicates with members on the phone is verbal communication, which is more direct, fast and effective. Therefore, we must master the multiple uses of telephone follow-up.

(1). Customer 3 3 3 phone tracking plan: The customer purchases a product in the store for the first time. After 3 days, the customer will be followed up by phone to ask what other requirements the customer has for the service, so that the customer will be satisfied with the store. Create a good feeling psychologically and lay the foundation for becoming a member. Follow up again after 3 weeks. At this time, the customer has been using the product for more than half a month and has certain feelings about using the product. At this time, the customer should ask about the use of the product and answer some common knowledge about beauty. , and at the same time invite the customer to visit the store, and inform the store to prepare a gift just for her, so that she can come and receive it from someone else to increase the chance of promotion. After 3 months, call the customer again to ask if the product has been used up, and inform her of the recent activities in the store. Moreover, she is the only lucky customer this month and will receive XX gifts. At this time, the customer's product has basically been used up. , the probability of purchase is greatly increased.

(2). Follow up on members’ birthdays: Giving gifts to members on their birthdays is a top priority. You can also send blessings through phone calls or text messages. A greeting on the phone and a blessing will be exchanged for Unlimited sales opportunities, members may never forget a phone call from you.

(3). Event phone notification: There are promotions in the store, and members will be notified by phone when new products arrive. During major festivals, you must also think of your members first, care about them from a conscious level, communicate with sincerity and true feelings, so that members feel you are like a friend, and your loyalty will naturally be higher.

When communicating with members on the phone, if you want good results, you should pay attention to the details of the phone communication: handling the details in the communication is very important to the maintenance of members, so every detail needs to be paid attention to and a return visit can be made by phone. For example, phone calls should be made between 11 and 12 a.m. and between 4 and 5 p.m., because work will not be too busy during these times. You should pay attention to your tone when making phone calls, and be polite while maintaining a sense of intimacy. At the same time, pay attention to The return visit should not take too long, just 3 minutes, and make a follow-up record of the phone call at the end.

3. SMS follow-up service method

Because the follow-up method of SMS is fast and comprehensive, many members can receive text messages at the same time, saving communication time. Improve efficiency. Therefore text message follow-up is a good way for members to follow up. The main follow-up is reflected in regular greeting text messages, concern text messages when the weather changes, holiday greeting text messages, birthday blessing text messages, event notification text messages, etc.

4. Follow-up service methods for out-of-store activities

Out-of-store activities usually include out-of-store promotional activities, member gatherings, professional training lectures, member club group activities (such as travel) and In-store services and out-of-store activities can bring members together to feel the cohesion of the member team, and enhance member participation and loyalty through mutual influence among members. This is a high added value in addition to the products that members enjoy. Gathering members in specialty stores through culture will increase loyalty, store entry rate, and influence, and the cornucopia will naturally become larger.

5. Mail follow-up service method

When following up with members, the frequency of verbal and text message communication can be very high, but the impact is not very high. By mailing member publications, promoting DM, and using pictures and text to create a visual impact on members, mailed products can be stored for a long time. As long as the design is exquisite, they can impress members for a long time. The postal follow-up service is in place and the effect is very good.

6. Network follow-up service method

Establish a member club website, forum, or member QQ group online to attract members who like the Internet. You can also target members on the Internet By sending emails, there can be more capacity for information communication and event video communication on the Internet. This is unmatched by methods such as phone calls, text messages, mailings, etc., and it also has a certain influence. As network technology becomes increasingly mature and members use the Internet With each passing day, online follow-up service methods will be used more and more.

The member follow-up service methods of cosmetics stores can be flexibly combined. As long as they can provide members with more services, they can truly impress members. If you really make your store good and strong, the cornucopia will naturally be overflowing.

In summary, cosmetics stores should establish good member files, classify members in a standardized and detailed manner, and provide effective management and services to members. At the same time, through the promotion of loyal members and the promotion of store and product brands, Promotion, quickly develop potential customer groups, attract more new members, organize effective sales plans and promotional activities for new and old members, increase sales, increase profits, and expand market share. If a cosmetics store can do a good job in member management and truly serve consumers and members of the cosmetics store, the wealth in the cornucopia will naturally increase! ;