Consumer goods enterprises, four pain points of member marketing

2020 Outbreak of epidemic in , Consumer goods enterprises break through the plight of the sharp decline in offline traffic , It has also realized the transformation of unified online and offline operation ;202 It was a year for offline retail brands to march into online channels , and 2021 Year is a year when online and offline go hand in hand . In recent years , The Internet is developing rapidly , The network traffic is huge , But as Internet traffic reaches a peak , The emerging marketing model is at its best , Great changes have taken place in the traffic structure of the retail industry .

Let's follow Boyang to have a look , Problems encountered by retail brands in the process of digital operation ：

One 、 The data is too thin

The traditional member operation mode is still the main operation mode of some retail enterprises , Some offline Member system Too simple , It is simple to include only the information obtained , Only the function of data collection is achieved . This thin data information , As a result, all departments are unable to further analyze and apply it . As the saying goes, it's hard to make a meal without rice , In this way, it is difficult to form a complete and effective member marketing plan .

Two 、 The label is not accurate

Because of the lack of unified offline and online operation planning , Based on simple data information , There may only be some consumption data , Generate simple tag information , It is difficult to form accurate user portraits , It is also very difficult to carry out the next step of marketing strategy and effective touch . Some retail brands hold many incentives , But I don't know how to use it , It's often a lot of coupons 、 Promotional coupons 、 Discount information 、 Product promotion and so on are all distributed to members , As a result, some members no longer pay attention to the brand due to excessive harassment . In this way, no differential information is released , It is difficult to achieve accurate matching between members and marketing resources , Leading to the loss of some members .

3、 ... and 、 Low activity

The goal of member management is to effectively transform , Some retail enterprises have a huge fan base , But I don't know how to make them active , The services provided are similar , The benefits given to different customers are the same , Lack of characteristics , Customers do not feel their own particularity in the private domain pool of the brand , Not only does it cause a lot of losses , The remaining members can not generate transformation .

Four 、 The channel was not opened

Digital age , There are many sources of members , Both online and offline , It's all online APP、 Applet 、 Official account and other different platforms , There are also code scanning registered members offline 、 Register at the cashier . Members of these channels are often beautiful alone on their own platforms , Consumers are unable to exchange offers on different channels , Enterprises can not do well in member operation from the overall perspective , Eventually we will lose each other .

Consumer goods enterprises in the process of member operation , Need to be consumer centric , Think from the perspective of consumers , For example, what kind of service consumers want , Coupons for what products , These can be achieved through the accumulation of data ,SCRM The analysis function of the system , Understand the real needs of customers , Then label the customer according to this information , And make accurate portrait drawing for customers , So as to classify and manage different members , Give them unique information about different services and products , Meet customer needs , Services to enhance the brand , Improve members' trust and loyalty to the brand , In order to realize the improvement of transformation .