Five strategies and suggestions of member marketing in consumer goods industry

In the process that member management is well known by various enterprises , It is also growing and upgrading , Traditional membership system , Obviously, it has been difficult to support a series of reforms of retail enterprises on the digital road . At present , Internet technology ,AI、 Big data fully supports , Member operation has risen to the strategic height of the enterprise . therefore , Enterprises need to make every effort to pay more attention to their members , Invest more manpower, material resources, time and energy , To enhance the members' activity and trust in the brand , Give full play to the full value of the whole life cycle of members .

For consumer goods enterprises , Collect and sort out the existing member data , And through big data analysis , Effectively attract target customers 、 Precipitate existing customers 、 Activate sleeping customers .

For retail brands in the consumer goods industry , Most enterprises still have room for progress , Therefore, some strategies and suggestions for member operation of these enterprises , I hope it can help you out of the dilemma of digital upgrading of member marketing ：

1、 The combination of online and offline channels   Member operation integration

Traditional member marketing in the past , online 、 Each platform operates separately , Members of tmall can only use on tmall , JD members can only use in JD , The same is true for offline members , Some enterprises are even in the early days of digitalization , Try to make all members online , These are not desirable .

All channels , It aims to connect offline physical retail stores 、 Online e-commerce website 、 Reach users in multi-dimensional ways such as mobile wechat app mall and various communities , Since then, a member can enjoy unified services online and offline , Provide members with consistent 、 Personalized service and experience , Try to avoid losing customers due to poor consumer experience .

2、 make 360° Member label   Use data to know members

During the operation of retail enterprise members , You will meet all kinds of members , All the information and behaviors left by these members 、 Consumption habits , These are their languages , Enterprises need to make good use of these languages , Integrate and classify all information , Give each member a personalized label . From now on , Brands can recognize millions of members through data , Knowing the labels of these members will give you a deep understanding of the members .

3、 Build an intelligent user portrait   Manage members by categories and groups

Through the member's personal information 、 Consumption habits 、 Data on preferences and consumption behavior , Form a completed membership label system , Build a deep user portrait for each member through these tag information , So as to further understand the brand's own members . And these labels and portrait information , Further classification and grouping management , That is to classify and group members under different labels , This is the beginning of refined member operation .

4、 Participate in the whole life cycle of members   Make more value

The traditional member operation mode is conservative , Also suffer from the lack of information exchange , As a result, the enterprise cannot participate in the whole life cycle of its members , This is a considerable loss for the enterprise . And digital member marketing means , According to the member's current behavior characteristics and label information , First, it is divided into different life cycle stages , Such as ： Target customers 、 Active members 、 Loyal member 、 Sleeping members, etc , Facing members with different life cycles , Brands can take different and more targeted marketing measures to conquer them .

5、 Maintain existing members   Attract more new members

Private traffic operation is the ultimate goal of many enterprises , Because these enterprises have deeply realized the importance of consumers , Introduce users into the private domain traffic pool , It can not only better maintain members , It also saves costs . However, private domain operation can only target existing members , It's hard to get more traffic . therefore ,“ Public domain + Private domain ” Combined marketing methods , It is more suitable for the consumer goods industry . Enterprises can cooperate with online third-party platforms , Such as Taobao 、 Jingdong gets through , Realize Omni channel membership , Use these platforms to get more public domain traffic , Expand the membership base , Increase the number of members .

Digital upgrade of member operations , The consumer goods industry needs better member marketing solutions , Find more reliable member management service providers to provide solutions , Boyang SCRM The company will make a detailed plan for you .