What are Loyalty Programs?

Membership is a medium for communication between people or organizations. It is initiated by an organization and attracts customers to join voluntarily under the management and operation of the organization. The purpose is to regularly contact members and provide them with Benefit package with higher perceived value.

membership

Membership is a form of communication between people or organizations

The goal of affiliate marketing is to continuously inspire and increase their loyalty by establishing emotional relationships with members.

Generally, membership organizations are the result of enterprises, institutions and non-profit organizations maintaining their customers. He attracts customers to join by providing a series of benefits, which is called a customer loyalty program. Customers who join a membership organization are called members, and the relationship between a membership organization and a member is reflected in a membership card. A membership card is an "identity card" that members enjoy preferential policies or special treatment when they consume.

The composition of the membership system: 1, member logo; 2, recording tools; 3, member benefits

Traditional implementation media: 1, VIP card; 2, ledger; 3, discount

Improved tools: 1. Magnetic stripe card (chip card); 2. Electronic management software; 3. Member treatment ^[1]

Regardless of the type of member, merchants want members to become their regular customers, so they will provide members with better prices and better services. According to different forms, membership can be divided into the following four types:

Membership marketing is a marketing method commonly used by merchants, especially chain stores. To make good use of membership marketing, merchants must develop a membership marketing plan.

The formulation of the membership marketing plan should start from the following six aspects:

1. Develop a scientific membership system based on the company's brand positioning and strategic positioning

The market is becoming more mature and competition is becoming increasingly fierce. The competition strategy of an enterprise should be transformed from the original price war and advertising war to service war and value-added war. Membership marketing is the best embodiment; through the member platform, create contact, communication and participation , Moving customers, soft publicity and other opportunities, so that customers develop brand habits and dependence, and then create a sense of brand belonging.

Sales of membership cards is a comprehensive and comprehensive marketing activity. It must have a clear goal, service items and cost budget that can be provided in advance. Companies must clearly recognize that after consumers are impressed and join a membership organization, it is absolutely a failure of membership card sales to plug membership cards into their wallets. Joining members is just the beginning. Whether you can get members involved and actively participate in caring is the fundamental. This requires us to have a comprehensive scientific, tailor-made, unique and novel membership system and value-added services; we include membership card sales into the company's overall marketing strategy, whether in terms of membership recruitment, membership management, or promotion and networking activities. At the beginning of each activity, the company should make a full budget and planning, design a complete and comprehensive marketing plan,

Continuity of membership value-added services

Some brands also think of many novel ideas in value-added services, such as birthday clubs, blood group discussions, parent-child education, family competitions, mom shows, etc., but many activities have no comprehensive plan and are often notified temporarily, making our members feel the system Sex, no sense of stability and self-control. So participation and focus will be greatly reduced. The reason why we have a membership system is to use this platform to provide repeated opportunities to meet and communicate with customers, so that our brand can continue to deepen his memory in his mind, and let them develop habits and dependence on our activities and brands. Therefore, our regular activity modules and holding time should be fixed, and the member center should also plan and inform members of the next year's membership service at the end of the previous year, so that members can feel our rich value-added activities throughout the year. Feel the harvest in advance, enhance expectations and loyalty (of course, you can design 1-2 surprises occasionally to surprise members). The theme activities should be linked in design, not only to be able to surround the company, but also to have steps and deduction points between the upper and lower activities. Letting members participate in this activity should have expectations for the next activity; although we are Value-added services, of course, there will be silent sales in some activities, but if it is a pure thank you, don't be too utilitarian, otherwise it will be counterproductive.

Participation in membership activities

Member activity is not a performance show, it is an emotional experience and sublimation marketing, so the activity should pay attention to participation, and sometimes the performance with big-name stars is not as fresh as a member's expanded memory. Many members are more demanding for a dating platform and a business platform. Our responsibility is to build and maintain this platform. For example, to retain customers, we can build a comprehensive corporate customer network. It is very feasible to develop new customer needs with the enterprise. It is also very necessary. In fact, this corporate customer network is also a derivative of customer relationship management through the membership card system.

Membership value-added quantification

Member's value-added activities are not only to do, but more important to quantify the value-added, which will lead to consumption climbing. For example, many of us have membership cards in supermarkets, but rarely go to the credit card, let alone how much points, because in the minds of members, this The points returned are too far away and too vague. I don't know what it will be. There is no concept in my mind, such as 5% of cash 100 and 5 yuan in cash. The latter must make the customer feel more direct. Therefore, we should quantify our value-added services to members on a regular basis. For example, the CRM system counts an average customer spending of 500 yuan per week. We will remind members systematically: "Dear *** member, hello, thank you for your continued * * Love, warm reminder: you spend an average of 500 yuan per week, now points ***, if you continue to spend regularly, you will get points for one year *****, at the end of the year, you can directly exchange one item worth 200 yuan (the product is free to choose ), If you spend 800 yuan per week and get points for one year *****, you can directly exchange one item worth 500 yuan at the end of the year (products are free to choose), I wish you a happy shopping! "Are our members receiving the SMS? Will it feel clearer and more realistic ?!

CRM Complete CRM system for membership

Establishing a complete CRM system is the key to corporate customer management, personalized service, and marketing design. Companies need to establish a detailed member information database, including consumer gender, age, occupation, average monthly income, personality preferences, education level, living area, etc., but also include consumption record information, and the brand of the consumer goods this member , Model, price, quantity, consumption time and other information are recorded to provide reliable information for the company's future value-added services. An enterprise can also analyze the consumption history of member consumers to obtain different consumer preferences of each consumer, and analyze the cycle of consumers' consumption of a certain product based on the records of consumer spending time. As a result, companies can send product catalogs that match their consumer personalities to member consumers at the right time for very effective advertising, or directly deliver certain products to the right member consumers at the right time. In this way, consumers can feel that the company is concerned about the consumer at all times and truly establish the relationship between the consumer and the enterprise.

At the same time, these databases are also the key basis for our company to carry out new product development, advertising planning, marketing planning, and customer analysis;

Membership Strategic Alliance

The fiercely competitive market today is not for you to fight for it, it has entered the era of sharing and cooperation. Is nt a chain the best example? At first, many chain stores required only one city, but later found that as long as a city does not exceed the business circle, internal competition cannot be established. Several chain stores coexist. This is inseparable from the store Dolong and resource sharing.

Our chain enterprises have the advantages of brand sharing and network sharing. National members of chain brands can enjoy the structure model of headquarters service + single store service. The headquarters member center uniformly performs large-scale activities, and single stores do routine auxiliary value-added services; chain brand membership cards should It is universal in the country, and single-stores connected across the country can also implement member shared value card consumption sharing, and the headquarters can carry out monthly settlement. This convenient value-added service is not possessed by non-chain enterprises and belongs to the core membership advantage. ^[3]