Analysis of AliExpress customer relationship marketing strategies and tools

Customer Relationship Management (CRM) plays a vital role on the AliExpress platform, helping sellers to effectively understand customer needs, explore market potential and reduce marketing costs, thereby stabilizing sales performance. By optimizing customer relationship management, sellers can achieve the following goals:

1. Improve customer stickiness: Increase the return rate of old customers and form a stable customer group.
2. Increase unit price: Guide customers to increase purchase quantity, thereby increasing overall sales.
3. Stabilize sales performance: Reduce overall marketing costs by optimizing marketing strategies.
4. Build word-of-mouth communication: Use customers’ positive comments and recommendations to promote word-of-mouth communication, which is a very effective marketing method.
5. Improve customer experience: Improve customer experience, improve store level and seller service level (Detail Seller Rating, DSR).

Plan customer relationship marketing

Faced with the rising cost of attracting traffic in the cross-border e-commerce industry, the cost of developing new customers is usually 5 to 8 times that of maintaining old customers. Therefore, it is particularly important to rationally utilize old customer resources. Before carrying out customer marketing work, sellers need to collect and classify customer information. The information collected should include but not be limited to the customer’s region, gender, age, order amount and account level on the platform, etc. After collection, customers can be classified according to different dimensions, for example, customers can be divided into junior buyers, intermediate buyers and senior buyers.

When designing customer relationship marketing, strategic layout should be based on the customer life cycle. Customers at different stages in the customer life cycle have different relationships with enterprises and the value they contribute. For this reason, sellers need to activate customers regularly, extend their active time, and improve brand loyalty. Especially in cross-border e-commerce, the introduction period of the customer life cycle is relatively short.

Marketing Tools and Practices

AliExpress provides sellers with a variety of customer management tools, such as the “Customer Management and Marketing” option in “Marketing Activities”. Sellers can view relevant information about customers who have placed orders in the store here. When formulating customer grouping rules, you can group them based on preset dimensions. This is in line with the European GDPR Act, and attention must be paid to the protection of user privacy.

In addition, AliExpress also supports marketing for “fans”, which is similar to “Weitao” on traditional platforms. Sellers can use “Fans Party” to publish new posts and articles, set “fans-exclusive prices”, and attract customers through high-quality content. Considering that modern users prefer visual information, the choice of images should be more polished to increase customer engagement.

Real-time marketing

The real-time marketing function can help sellers observe customer trends at any time and conduct timely interactions to improve conversion rates and customer stickiness. On the “Real-time Marketing” page of “Data Aspects”, the visitor information includes visitor ID, membership level, visitor behavior, page views, etc. Sellers can use the “one-click reminder” function to urge customers who have placed orders but have not paid, and at the same time use “timed targeted coupons” for customers who have paid attention to the product but have not placed an order to encourage them to make purchases.

In short, through careful planning for the customer life cycle and diversified real-time marketing tools, AliExpress’s customer relationship marketing has broad applicability and operability, helping sellers gain an advantage in the fierce market competition. .