How to manage members well

The well-known "28 Rule" (also known as "Pareto Rule"), 80% of an enterprise's income comes from 20% of its 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.

The following figure is an example, divided into four levels according to consumption frequency and consumption amount:

Class A customers: located at the top of the pyramid, such members buy frequently and spend a lot of money. They are our key customers, and need to get more marketing resources, have special personnel to provide services, and keep in regular contact so that these customers can continue to buy.

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

Class C customers: For these 30% members who have certain spending power but low consumption frequency, it is necessary to send them promotional and preferential information constantly to arouse their desire for consumption and attract them to make more purchases.

Class D customers: The remaining 40% customers need to adopt other marketing methods according to the actual situation.

2.RFM analysis

R: When was the last time you spent money? Only by judging the life cycle of members can we do cycle marketing well.

Life cycle of members: honeymoon period, active period, loss period and dormant period. Generally speaking, it belongs to the honeymoon period within 3 months, and it belongs to the active period within 3-6 months. However, if you don't shop within half a year, you will enter a loss period, and if you exceed 1 year, you will enter a dormant period. For the cosmetics industry, the closer to the consumption date, the greater the possibility of buying next time.

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