How can we reach members more effectively?

2021 Years have passed , Many enterprises in the real economy are 2021 In, he fell into a great dilemma , Because the epidemic situation keeps repeating , Many brands are forced to go online , The original offline physical stores can only barely maintain or reduce the number .

And when the business of physical stores is already in the doldrums , The Internet e-commerce model of various new media came into being , The real economy needs to be connected with wechat 、 Tiktok 、 live broadcast 、 Various platforms such as video numbers compete . Stores of the same type 、 Electronic business platform 、 Competitive pressure from we media platforms, etc , It is really unbearable for the owners of physical stores .

In the past year , China's demographic dividend is gradually disappearing , For consumer goods enterprises , The pace of getting new customers slows down , The cost of getting customers is also increasing , Customer retention has become a strategic keyword for enterprises . How to retain existing users , Become the top priority of consumer goods brands .

that , How to improve member retention ？

Today, it is difficult to obtain traffic , The focus of consumer goods enterprises has gradually shifted from acquiring customers to retaining customers . Customer retention is becoming more and more important , It not only reflects the needs and preferences of consumers , It also reflects the attractiveness of the brand to users . Good members keep , When consumers want to buy a product , I thought of your brand for the first time , This is the value that loyal members can realize .

And user touch , It is the basis for members to keep .

User touch up , It is the first step to improve the retention rate of members , It's also a very critical step . How to reach effectively , It is a key step that enterprises need to understand for effective member management .

There are many ways to reach , such as ： Wechat circle of friends reaches 、 Wechat official account reaches 、 The official account template message reaches 、 Enterprise wechat customer service directly reaches 、 Wechat group touch 、 SMS touch 、AI Outbound / Telephone touch, etc . Among them, the traditional short message touch and telephone touch were also common in the past , It has been gradually occupied by online wechat , But it cannot completely replace . Members are guided to enter wechat official account or wechat group , Add friends with enterprise wechat customer service , Become a member of the enterprise private domain traffic pool , It's not done overnight , Need more encouragement and guidance .

In order to improve touch efficiency and touch effect , It needs to be based on user labels or member portraits , Achieve accurate touch .

To achieve accurate touch , Understanding users is the key . From target customers to active members , All data in the whole life cycle of the user , Effective analysis is needed . such as , What products does this member like 、 What services? , What time of day is more active 、 What kind of industry , Which day of the week will be empty , What is your usual consumption habit , Do you have any favorite brands , These data will give enterprises precision marketing , Bring more valuable direction .

for instance , customer A, In the teaching profession , Then she might have a weekend 、 Holidays will be more free , If you are a Chinese teacher , It may be early in the morning , There will be more time in the evening than in the morning . therefore , Reaching customers A when , To find the right time , Push some product or service information to her . Of course , This information is also very particular , What kind of product and service information to send to customers A, It depends on her consumption habits and preferences . If the system captures the customer A Recently, I often browse eye shadow and lipstick , Then you can accurately push the recent new eye shadow and lipstick products , At the same time, they also pushed makeup tutorials and lipstick color tests .

This is precision touch , Every time the user touches , Want to be valuable , Then you need to know the customer well .

How to get to know customers , Start with the label . Members and brands have a variety of interaction and purchase behavior , for example ： Official account 、 Reading articles 、 Participate in online and offline activities 、 Buying behavior 、 Community behavior, etc . User based behavior , Boyang membership system automatically labels members according to the labeling rules , Customer service or shopping guide is serving customers 、 In the process of communicating with customers , Manually label the members at the smart shopping guide end of the enterprise .

The more accurate the label is 、 The more detailed , The more you know about your members , So as to achieve more accurate communication and touch .