Membership is also an effective way to develop customers. Members tend to be described as “privileged buyers”. Based on this understanding, our membership management can be simplified to what privileges merchants can create for customers and what are the conditions for customers to obtain different privileges. What merchants need to do is to optimize the combination of privileges and conditions in the table to form their own membership system and then implement it.
Merchants’ understanding of privileges can be a comprehensive consideration of both material and spiritual needs. We can do more development based on Maslow’s needs principle to create a richer privilege system, and should not limit our understanding of member maintenance to discounts on goods, so as to achieve the purpose of customer development.
Strengthen contact and communication with potential high-quality customers and cultivate customer loyalty. During the entire process of potential customer development, enterprises should establish channels for communication with potential customers and keep the communication channels unblocked, actively obtain and process the opinions and suggestions of potential customers, and encourage potential customers to express their opinions and views, so as to timely understand the ideas and requirements of potential customers, continuously enhance care for customers, cultivate mutual feelings, and improve customer loyalty.
There are many new ways to open up to potential high-quality customers in the online field:
① Based on community SNS marketing, use social tools such as Weibo, Renren, and FACEBOOK to attract traffic, and guide consumption trends through content updates of public accounts.
② Use LBS, QR code and other technologies to attract relevant customer groups. E-commerce companies can achieve online and offline docking with customers and truly realize the O20 closed loop.