How to manage members well

The information system extracts valuable intelligence from the large accumulation of transaction information and customer information, and understands the changing patterns of consumption. It wants to be in front of customers and in the hearts of users. Member management is a business that cannot be ignored in the enterprise information management system. Membership management includes membership acquisition, qualified member management, member rewards (reflected in the membership management or customer relationship management process) and discounts (reflected in the sales and consumption process), member analysis and retention (reflected in the data mining analysis of customer relationship management) middle). The following is my carefully compiled guide on how to manage members well. Everyone is welcome to share.

How to do a good job in membership management

1. Do a good job in membership regulations

Nowadays, almost all stores are engaged in membership systems, but most of them are quite abusive. , one of the reasons is that there is no established scientific membership management system, that is, membership charter. Some stores even treat customers who buy products as members, and everyone can easily become a member. Then the nobility and superiority of members cannot be reflected, and their attraction and binding force on customers will naturally be small. There are a lot of things. In fact, those who cannot effectively manage and interact with members cannot be counted as members. This is where membership charter is needed. The articles of association mainly include the conditions and rights of members. In terms of membership rights, there are mainly the following types: First, points can be accumulated through member shopping, and points can be redeemed. Second, members can enjoy more discounts on certain products during certain periods of time or on certain products than ordinary customers. You can participate in various activities organized by the store, enjoy certain value-added services, etc.

2. Pay attention to member development

Under normal circumstances, the cost of developing a new customer is 3-5 times that of maintaining an old customer, so developing new customers is the first priority and is more difficult. big. Member development can be done through various activities, such as customers who spend a certain amount of money on a one-time product, or customers who consume a certain amount within a certain period, etc. Different target consumer groups can be developed according to different regions, and can also be based on the different needs of customers. For development, the larger the customer base, the more people will develop into members, laying a solid foundation for member screening and management.

3. Establishing member files

Establishing member files is the first step in member management, which facilitates tracking services, understands member information, and avoids loss. When establishing member files, it is necessary to effectively classify customers according to their age, gender, income and other information. It is necessary to distinguish between old customers and new customers, conduct phone follow-up and interactive communication according to the length of membership, and shorten the distance between the store and members. Perfectly establish weekly, monthly, quarterly and annual service standards, such as regularly increasing members’ recognition of the cosmetics store through member exclusive gifts or member social activities; regular customer communication, and adjusting sales focus and promotional offers Policies to improve members’ chances of returning to the store.

4. Divide members according to customer psychology

"Birds of a feather flock together, and people flock together." If the customer groups are divided according to age and income, customers of different ages and incomes have different needs. Older people with low incomes mostly like petty gains and small favors; while young people with high incomes like all kinds of point gifts, such as pendants, cartoon toys, fashion bags, makeup tools, etc.

If distinguished by purchasing habits, customers who often buy cream products generally hope that their skin can be well protected, and they can always have a young and beautiful appearance, and stay youthful forever; they often buy makeup. Customers generally want to be more charming, attractive, fashionable, or have special professional requirements. Understand the needs of customers, combine the characteristics of specialty stores, and find ways to satisfy their desires, thereby improving the quality and loyalty of members.

5. Carry out tracking services

After distinguishing members, it is necessary to formulate different policies for tracking according to the different consumption habits and levels of members.

Shanghai's Yiduo brand is the first to launch a 333-style service. That is, after a customer purchases a product in a cosmetics store for the first time, a follow-up phone call will be made three days later to ask whether the customer has used the product and whether they have any questions about its use. This will increase the number of customers. A good impression of the cosmetics store lays 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 will have certain feelings about using the product. At this time, you should ask about the use of the product, answer some beauty knowledge to the customer, and invite the customer to visit the cosmetics store. , to enjoy some other after-sales services, you can tell the store to prepare a gift specially for her and ask her to come and pick it up at a certain time to increase the chance of re-sale. 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. You can also use a little trick, such as telling her that she is the only lucky customer in the store this month and will get such-and-such Gifts etc. At this time, the customer's product has basically been used up, and the probability of purchasing is greatly increased.

6. Communicate and interact with members

Management of members is not just about treating members as customers and blindly dominating them, but should also establish a depth The communication model allows members to have the opportunity to participate in store activities and have channels to express their needs and wishes. The monthly membership magazine is a better way. The monthly magazine can not only introduce products and Huidong information, but also publish some letters from members and Photos to mobilize members' enthusiasm for participation, increase their sense of belonging, and cultivate loyalty. In addition, attention should be paid to details when communicating with members. The handling of details in communication plays an important role in maintaining members. Taking a return visit as an example, the call time should be between 11 and 12 in the morning, or 4 and 5 in the afternoon, because this time The work is usually not too busy, so you should pay attention to your tone when making phone calls, and maintain a cordial feeling while being polite. At the same time, the time for the return visit should not be too long, just 3 minutes, and the return visit should be recorded at the end.

In addition, giving gifts to members on their birthdays is a top priority, and you can also wish members through text messages. A greeting and a blessing may bring unlimited sales opportunities, and members may become your loyal customers because of your phone call. During major festivals, store celebrations and promotions, we must first think of members, care for and understand them from a conscious level, and communicate with sincerity and true feelings, so that members feel that store staff are like old friends, and then they will visit frequently.

7. Continuously develop and expand the number of members

A sufficient number of members is the basis of sales. Some people compare members to the cash cow of specialty stores. For example, for a county-level or township-level cosmetics store, if the number of members exceeds 600, its normal operation can be guaranteed (each member's annual consumption is 300*600 = 180,000 yuan). At the same time, a good promotional activity is inseparable from members. In the early stage of the event, we first classify the registered members, which ones have purchased the products for more than one month, and which ones are the customers who have just purchased the products. After confirmation, we communicate by phone and inform the promotion time, because she is our valued member. Member, thanks for her continued support, the store specially prepared a valuable gift for her. In addition, if she brings a local friend over, she can also get a gift. At the same time, she said that the event launched this time was very generous, and she was the first to receive the call, which made the customer feel honored.

The sufficient number of members depends on the daily savings of the cosmetics store. At the same time, a successful promotional activity is greatly affected by the accumulation and maintenance of members. On the day of the event, 60% of the customers are passers-by, so the probability of purchasing is very small, and it is difficult to drive sales. If there are 600 members, 300 people are confirmed through phone invitations, and 200 people actually show up, 100 of them purchase products. Assuming that each person spends 100 yuan to generate sales of 10,000 yuan, the basic sales volume of the event can be basically guaranteed. Then coupled with the mobile customers on the day, the chance of success of the event will be greatly improved.

Practice has proved that when organizing promotional activities, compared with distributing leaflets and notifying members through ordinary strangers, the probability of members participating in the activities is dozens of times higher than ordinary publicity. The probability and amount of products are also far higher than those of ordinary customers. This is the charm of membership. In terms of membership promotion, Hangzhou Proya Company's platinum cosmetics brand is the most outstanding. It enjoys exclusive membership resources in exclusive stores, publicity and sales orders. Xinpeng Cleansing in Xinzhou, Shanxi and Senmei Human Cleansing in Binzhou, Shandong For larger stores such as Huahua, each promotion can easily exceed 10,000 yuan.

How to do a good job in member management

First, make full use of the information system to conduct a comprehensive analysis of historical data.

The prerequisite for providing personalized services is to understand the customer's personality, which inevitably relies on the powerful analysis function of the information system. Among these analyses, the most representative analysis model is the "four-quadrant analysis model." The core idea of ??this model is to classify members according to the two dimensions of their consumption times and total consumption within a certain period: high consumption times, Members with high total consumption can be called "confidants", which are the best customers of the company; members with low consumption frequency and high total consumption can be called "butterflies"; members with high consumption frequency and low total consumption can be called "butterflies". "Barnacles"; those with low consumption frequency and low total consumption can be called "passers-by". With these analyses, different marketing strategies can be adopted for different types of members.

Second, try your best to ensure the accuracy of member information.

At present, the membership information of most companies is not accurate enough or complete enough. Most members just casually fill in a small amount of information such as their name when applying for a card, and never update it again. Accurate and complete member information is the basic basis for member personalized promotions and member consumption analysis, and its importance should arouse the full attention of retail companies.

Third, life cycle management should be implemented for members.

There are quite a few companies that just blindly develop new members without managing the upgrading, downgrading and elimination of members. This kind of membership management cannot concentrate the company's limited resources to provide high-quality services to high-end customers, but distributes limited resources evenly to all members. The increasing amount of member data has also put tremendous pressure on enterprise information systems, reducing system efficiency and increasing maintenance costs.

Fourth, providing members with personalized services and conducting personalized marketing is the fundamental task of member management.

Fifth, make full use of various information means to comprehensively expand the channels for member care.

Sixth, combine membership management and stored value management.

Seventh, expand membership development channels through co-branded cards.

Eighth, combine membership management and coupon promotion.