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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

01

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

02

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

03

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

04

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.

Unityconvenient membership binding process, forming a unified perspective
Diversitybuild a highly interactive marketing scenario and dynamically enrich user portraits
Guidanceclarify marketing orientation, such as group segmentation, life cycle planning, best content/product recommendation, re-marketing journey, etc.

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

Target audience: hibernating customers Strategy: personalized recommendations, discounts and other incentives

Social SCRM private domain membership marketing campaign 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.