Because customers have different needs and significant differences in consumption behaviors, it is difficult for a merchant’s operating strategy to work at the same time. It is precisely because of this that there is a need for refined customer operations. Refined customer operations are generally considered from the following three aspects.
(1) Customer stratification perspective. Based on customers’ shopping behaviors, such as inquiries, first transactions, and repeat purchases, they are divided into cognitive customers, interested customers, purchasing customers, and loyal customers. Find out the customer groups that need to be focused on and guide customers from interested customers to loyal customers.
(2) Customer life cycle perspective. Define the typical cycle of customers from contacting the store to leaving the store, define key time nodes and key behaviors, and make early warnings and interventions for customer behavior.
(3) Customer incentives. Divide customers into levels based on their contribution value, and incentivize customers’ purchasing behavior through identity, rights, etc.
These three aspects can be used independently or cross-used. Generally speaking, merchants will use multiple perspectives, compound and superimpose them, to achieve refined customer operations.