Three major systems for electric operators: Member operating systems (2)

The previous article has written the commodity operation system, the commodity operation mainly is for http://www.aliyun.com/zixun/aggregation/37862.html "> enhances the flow direct conversion rate, this article is about the member operation system, The aim is to maintain loyalty of members and increase the rate of repurchase.

Member operation is divided into 2 parts: Member transformation and strategy execution.

Member Conversion section, I will divide the membership into 3 categories:
Registered members: have registered and left a valid mailbox, but did not happen shopping behavior;
Shopping member: has more than 1 times shopping behavior, non-VIP member;
VIP members: Many times to buy, pay or reward to become a VIP member.

The logic of the guidance from the site is that the registered members can produce 1 times shopping, so that members of the shopping as soon as possible VIP, the VIP members to provide a variety of preferential policies, so that they continue to buy. Being a VIP means that the customer's loyalty is guaranteed, so we make the VIP strategy our ultimate member strategy.

Our VIP offers are:
1. Free Shipping (some Low-cost products do not participate). Because the normal customer unit price is about 150-200, so the cost of freight accounted for 5%;
2.5% of the shopping return, as a successful shopping return to the user account of the cash, but not the present, the cost is 5%;
3. Other exclusive offers. Promotions will also be based on high margin products to discount, the cost of about 5%.
Our VIP strategy, the overall cost of about percent, the higher the customer unit price, the lower our cost.

You will find that our ultimate member's marketing cost is far below any channel's marketing expense (VIP shopping We do not divide into to the alliance), moreover they have the extremely high duplicate purchase rate, the member Operation system is lets the user step by step transforms into your ultimate member diligently.

The second part is the implementation of the strategy, in fact, according to your transformation logic to implement the targeted strategy, the method is similar. The most common strategies are:

EDM: Mass all members or targeted send.
Conventional EDM is usually mass, targeted delivery effect is also very good, such as the purchase of a member to send coupons information to stimulate their production two times to buy, for multiple purchases of members, in the website anniversary or a special holiday, a VIP card, directly into the ultimate member. There are many kinds of concrete ways, the key is the logic of policy execution.

SMS: SMS.
The timeliness of the message is very high, the accuracy of a very high demand, we have a wide range of mass, found that the effect is not good, but for us to buy many members, the effect is much better, for VIP members, the effect is very good. I think for the use of SMS, to fully consider the different members of the shopping dimension, in order to implement a differentiated strategy, the more they can hit their needs, the effect of transformation will be better. If I send text messages to me all day, such as catwalk, I really want to block it.

Integration strategy:
Integral is a common member strategy, I use relatively little, have no say. The principle of integral and VIP similar, always want users to leave something on the site, always remember to come back to see.

Comments and Drying list:
Previously conceived if the members of the shopping to create a persistent stickiness, of course, is the interest-driven model, resulting in such an idea. I do not know how many use of the same way network services, if you are in the same process booking hotel or itinerary, the same network SMS will remind you to order the service, you can get a number of RMB bonuses. I received a message, went up to comment on, received 5 yuan, a lot of follow-up services I also ordered through the same process. Not only I, even my relatives forums people have told me, but also let me help to comment on the next take bonus, she is not very able to operate the computer. Similarly, used in the consumer, so that users come back to comment on products or drying orders, to give users a point of RMB or points of reward, both created UGC and continued to stick to the membership, let members stay in the account of the RMB, they always want to come back to use.

In fact, there is a lot of socialization of the business, play the membership, create content, only need to create a set of sustainable development of the incentive system on it, I have the opportunity to speak in detail about the operation of the electrical business experience.

Member operation system is not complicated, the key is that you to different levels of members of the analysis and thinking, for different members do different marketing strategies, as for EDM, SMS, points and so on are means and tools. This article is about the actual operation of some of our thinking, the right to be a trigger, the key is to members of the depth of understanding, the strategy is ripe.