How do consumer goods enterprises formulate membership interests?

Membership interests , A certain member operation foundation is required . It must be after the establishment of effective member labels and in-depth user portraits , Start grading existing members . And before that , What needs to be done is to grade the brand , And then sort out and summarize the member courtesy that these brands of different levels can give , Finally, different membership rights will be given to users of different levels . This is the complete membership interest system , Since then, the brand can better serve loyal customers , meanwhile , It also strengthens the relationship with loyal users .

In different life cycles of members , What do you like? 、 What kind of information channels are you used to contact 、 What kind of discount do you need 、 Do you like gifts or full reduction activities , These all need to be known in advance .

Membership interests , Simply put, it includes the membership ceremony 、 Discount coupons 、 Gift voucher 、 Birthday and holiday courtesy 、 Member day activities 、 Member specials, etc , In different life cycles of members , The need for these rights is different , Therefore, it is necessary to know the members' situation in real time and make real-time adjustment , It's very important .

In addition to member gifts 、 In addition to special member discounts , It is also an important member marketing means that the accumulated points correspond to the consumption of members , That is, the member points system . The brand business converts the form according to the consumption of the existing members , Develop a personalized membership points system , The points of most enterprises have the attribute of currency , That is, accumulated points can be used to buy goods or services of the points mall . By accumulating and exchanging points , Enterprises can encourage target users to consume 、 Retain users' second and multiple consumption , Or successfully wake up sleeping members .

The brand makes membership rights through various means , Its real purpose is to extend the life cycle of its members .Life Time Value（LTV）, Customer lifetime value , That is, the sum of all the economic benefits the brand gets from consumer interaction . This concept is usually applied in the field of marketing , To measure the value of consumers to the brand . In the member's life cycle , The brand can gain a steady stream of revenue through continuous interaction . This is the true value of member marketing .

That's for member management , Enterprises also need to think about , What is the purpose of setting up membership rights , To improve the retention of members ？ Or to promote re purchase ？ Or to build a brand image ？ Think about that , You can set your goals , So as to develop their own membership rights and interests system , Instead of doing a lot of things that are not related to the goal , Work toward a goal , To really solve the problem . for instance , If the purpose of a brand as a member is to enhance the brand image , Then re purchase is a secondary matter , Then the setting of member points can be an opportunity to participate in offline activities of the brand . If the purpose is to repurchase , Then member points can be used to exchange for coupons and discount coupons .

Provide targeted services , It is an era when consumers are king , Enterprises need to focus on one thing .

Whatever you do , There will be precipitation and loss of members , This is normal . Various means of member marketing , Is to help enterprises reduce losses , Increase member precipitation .

Big data era , Everything member marketing does , Include ： Online and offline promotions 、 Member label 、 User portraits, etc , Will become a piece of data in digital marketing . Through these data , Brand can open up online and offline channels , To create links with members , Win the trust and love of consumers . The principle of membership rights and interests is to start from the perspective of consumers , Deep understanding of members through big data , So as to give them the rights they want .