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SCRM Membership Marketing
What to do when facing slowdown in Tmall's GMV growth and the decline in IPT and AUS?We help brand owners to create higher sales for their brands by refining SCRM private domain membership marketing throughout the entire member lifecycle and gaining deep insight into individual member needs.
Industry Status Quo and Pain Points
After years of development, most of the retail brand owners have accumulated high-quality reputation and millions of members and fans.
How to gather these members and fans, build a membership graph, and carry out SCRM private domain membership marketing activities has become a must on the road of brand development.
Dispersed channel data
Millions of members are widely diverted on official websites, offline counters, commercial supermarkets, e-commerce platforms and social platforms. What if they are not interlinked?
Inconsistent experience
Store experiences are not good, where consumers only stay for a short time, while online and offline experiences are split. How do we ensure a consistent experience for consumer through store consumption and online interaction?
Messy user labels
Is an unorganized label system able to offer valuable business insights, provide strategic guidance for follow-up marketing activities, or guide enterprises to make profits?
Incomplete life cycle
How do we improve stages of the life cycle, including registration, purchase, re-purchase, recovery, dig user value, and enhance loyalty?
SCRM Membership Marketing
I.Integrated Channel Data and Management
Based on SCRM, integrate consumer data from stores, online shops and other channels into a unified online view to form a membership model, design marketing activities, to improve marketing efficiency and optimize customer experience, and promote growth of brand performance and profits.
II.Label System Construction
Sort out user labels regularly, optimize membership label system according to real-time business needs, ensure brand insights of potential consumption demands of each consumer type, and activate refined operation.
Ⅲ. Automated Lifecycle Operations
Establish a precise management system for membership operation strategy analysis, focus on cultivation of brand membership loyalty, and ensure complete brand penetration with a more sustained momentum.
IV. Social Marketing Activity Planning
Focus on current hit topics, adapt to actual consumer scenarios, and create social scenario marketing. H5&customized mini-app development, upgrade O2O interactive experience;Advertising via Wechat moments, KOL promotion, etc.
I.Integrated Channel Data and Management
Based on SCRM, integrate consumer data from stores, online shops and other channels into a unified online view
to form a membership model, design marketing activities,
to improve marketing efficiency and optimize customer experience, and promote growth of brand performance and profits.
II.Label System Construction
Sort out user labels regularly, optimize membership label system according to real-time business needs, ensure brand insights of potential consumption demands of each consumer type, and activate refined operation.
SCRM Automated Lifecycle Operations
Establish a precise management system for membership operation strategy analysis, focus on cultivation of brand membership loyalty, and ensure complete brand penetration with a more sustained momentum.
Target audience: new fans subsicribed to wechat official accounts
Strategy: attract fans to register and enjoy membership benefits
Target audience: members that have registered but have not made any purchase yet Strategy: improve purchase conversion rate through personalized product recommendation and coupons
Target audience: members that have purchased before Strategy: enhance member interactions and encourage members to accumulate more points for gifts
对象：沉睡会员 策略：通过个性化推荐&折扣优惠等激励，激活沉睡会员
Social SCRM private domain membership marketing campaign planning
把握时下热点，贴合消费者实际消费场景，打造社会化场景营销。H5 & 小程序定制开发，O2O互动体验升级；微信朋友圈广告、KOL推广等。