An example of member's high repeat purchase rate through RFMA

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When it comes to member precision marketing, many practitioners, have a wealth of theoretical knowledge, but really let the need for the existing customer marketing, it is difficult to operate to the actual work, has been in the CRM Marketing RFMA model is widely used in the industry, but really use the core to understand this model, flexible application does need time to understand, At the same time looking for most of the information did not find how to apply RFMA marketing examples, the following is my general summary of the work, to share to A5 's first-line electric dealer staff.

1. What is the ultimate role of RFMA?

A to the members of the precise, segmented marketing

B Save on marketing costs

2, through an example we understand

In a large-scale marketing campaign, I for the existing members of the red envelopes issued, customer Unit Price division see the following table

From the table above, the customer's guest price determines the size of the red envelope of the marketing, data range R determines the size of the red envelope, you can define a half year to buy the user for active users, more than 6 months less than 12 months did not buy for sleep users, for sleep users here with a margin of 20% red envelopes to activate, For 6 months purchased only 10% of the gross margin for marketing.

1 where is the cost-saving embodiment?

This maximizes the use of the value of the red envelope, sending only valid users for 1 years, more than 1 years of user turnover per marketing, the conversion of the statistics brought to 0 then, if you need to ensure that you each marketing ROI, then these are must consider the delivery fee (send quantity), red envelopes (face value), Customer unit Price ( Quota), the conversion rate (the amount of gross margin to be marketed).

2 where is the precise embodiment?

1, in the table above we have RFM respectively, precision is mainly reflected in RFM changes in the use of

2, the role of a in RFMA I have no interpretation, how I use in the work, through the following table to understand the role of a

First, we pass a This attribute filter all member account balance >3000 The user sends the text message 1 content

"Hello, Mr. Chiang, you are in the account of a certain network has not been used for more than 3,000, not to promote the promotion of your 500 minus 100 coupons a coupon, voucher No.: Abcefghi"

Second, the way to filter out the product to buy J products to send SMS 2

"Mr. Jiang Hello, J products to promote 30 percent sales only xx yuan, not to give you 500 minus 100 coupons a coupon, Coupon No.: Abcefghi"

A is a variable amount, in this case we carried out a series of data operations through RFM, and then through a variable, screening data to achieve a comprehensive application of personalized marketing.

Through the above example, I believe you have understood the "precision", "cost savings" of the two keywords, and hope that you can also be proficient in the work of the operation of RFMA to achieve high repeat purchase rate.

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