Feiyang: three systems operated by e-commerce: member operation system

Member operation is mainly divided into two parts: Member transformation and strategy implementation.

In the member transformation part, I will divide the members into three categories:

Registered members: they have registered and left a valid email address, but have never shopped;

Shopping members: non VIP members who have shopped more than once;

VIP members: VIP members who buy, pay or reward for many times.

The logic of guiding from the website is to enable registered members to make one purchase, make the shopping members become VIPs as soon as possible, and provide various preferential policies for VIP members to keep them buying. Being a VIP means that the customer's loyalty is guaranteed, so We make VIP strategy our ultimate member strategy 。

Our VIP offers are:

1. Free freight for the whole venue (some low-priced goods are not included). Since the normal passenger price is about 150-200, the cost of freight is about 5%;

2. 5% cash rebate for shopping, which is used as cash returned to user's account after successful shopping, but cannot be withdrawn, and the cost is 5%;

3. Other exclusive offers. Sales promotion will also be based on high gross profit products, which cost about 5%.

For our VIP strategy, the comprehensive cost is about 10-15%. The higher the user's unit price is, the lower our cost is.

You will find that the marketing cost of our ultimate members is far lower than that of any channel (VIP shopping is not divided into the league), and they have an extremely high repeat purchase rate. The system operated by members is to let users transform into your ultimate members step by step.

The second part is strategy implementation In fact, it is based on your transformation logic to implement targeted strategies, and the methods are similar to each other. The most commonly used strategies are:

EDM: mass sending to all members or targeted sending.

The regular EDM is generally distributed in groups, and the targeted sending effect is also very good, for example, sending coupon information to one-time purchasing members to stimulate them to make a second purchase; For members who have bought many times, a VIP card will be given to them for the anniversary of the website or a special festival, and they will be directly converted into the ultimate members. There are many specific ways, the key is the logic of policy implementation.

SMS: short message.

The timeliness of short messages is very high, and there is a very high requirement for accuracy. We have sent messages in a wide range of groups, and found that the effect is not good. However, the effect is much better for members we have purchased many times, and very good for VIP members. I think that when it comes to the use of SMS, we should fully consider the different shopping dimensions of members to implement differentiated strategies. The more we can meet their needs, the better the transformation effect will be. If you send me messages all day long, such as catwalk, I really want to block it.

Score strategy:

Points are a common membership strategy, which I use relatively little and have no right to speak. The principle of points is similar to that of VIP. Users are always asked to leave something on the website and always remember to come back and have a look.

Comments and sheets:

It has been thought before that if the shopping members have a continuous stickiness, it is of course a profit driven model, and this idea came into being. I don't know how many of you have used Tongcheng's services. If you book a hotel or a trip in Tongcheng, a text message from Tongcheng will remind you to comment on the services you ordered, and you can get several RMB bonuses. After I received the text message, I went up to comment and got 5 yuan. I also ordered many follow-up services through the same trip. Not only me, but also my relatives of the post-60s also told me that she asked me to help her get the bonus. She is not very good at operating computers. In the same way, it is used in B2C to let users come back to comment on products or print lists, and give users a reward of RMB or points. It not only creates UGC, but also continues to stick to members, so that members can keep some RMB in their accounts. They always want to return and use it.

In fact, there are many parts of B2C that can be socialized. To play with members and create content, you only need to create a set of sustainable development incentive system. If I have the opportunity, I will talk about the experience of e-commerce socialization in detail.

The member operation system is not complicated. The key is your analysis and thinking of members at different levels, and different marketing strategies for different members. EDM, SMS, and points are all means and tools. The contents of this article are some reflections on our practical operation. The key is to have a deep understanding of the members, and the strategy is natural.