Establishment of Naturie's Social CRM Center, Empowering Online and Offline Precision Marketing

### Project Background

"You are beautiful just the way you are."

This is the encouragement from Himalaya's naturalist brand — Naturie, inspiring everyone to confidently be their true selves.

Naturie has always adhered to its philosophy of harnessing the energy of the Himalayas to cultivate natural beauty. The vast Himalayan mountain range stands majestically above the clouds, its snow-capped peaks remaining untouched throughout the year, symbolizing purity and sanctity. The natural beauty and life force embodied in this majestic landscape are gifts from nature, providing an inexhaustible source of raw materials and inspiration for Naturie.

Established in 2001, Naturie has experienced nearly two decades of robust growth, amassing a vast membership base of millions.

Currently, these members come from various channels, widely dispersed across Naturie's official website, offline counters, supermarkets, e-commerce platforms, and social media platforms.

When these dispersed membership data are integrated online, reanalyzed, and leveraged effectively, it becomes a substantial and visible asset for the Naturie brand. The benefits brought by this integration could be immeasurable.

### Project Goals

Build Naturie's SCRM Membership Center to enhance online membership management and social membership loyalty management. This aims to create an integrated online and offline consumer experience, analyze consumer behavior on social platforms, consolidate membership data from all channels, gain deep insights into members, and redefine membership value.

Subsequently, optimize marketing strategies based on the SCRM Membership Center, launch marketing campaigns, and ultimately drive business revenue.

### Strategy and Execution

1Establish the SCRM Membership Center: Integrate and manage data across all channels

In the course of its operations, a company accumulates a large amount of user-related data, which primarily falls into two categories: transactional data and behavioral data from various touchpoints. For a brand group like Naturie, the volume of data is even more extensive and complex.

Naturie's current membership management is mainly divided across offline channels such as beauty shops, supermarkets, exclusive stores, and shelves, as well as online channels like the official website and e-commerce platforms. This makes management quite cumbersome.

The SCRM Membership Center integrates real-time and non-real-time consumer data from various channels and scenarios into a unified online view for Naturie. This enables customer modeling, the design of marketing campaigns, improved marketing efficiency, and optimized customer experience, ultimately driving growth in company performance and profits.

The SCRM Membership Center can first facilitate the issuance and registration of electronic membership cards. Previously, membership card registration was done through offline channels and the official website, which was relatively inefficient and had a higher attrition rate.

Additionally, it can synchronize orders, points, and coupons.

A consumer may have different ID identities in various consumption scenarios. For example, a mall's Wi-Fi authentication login, the WeChat OpenID, the electronic membership card ID, and the online channel ID, among others.

The SCRM Membership Center conducts identity determination, merging, and management of data across channels, devices, and platforms. This enables the unified aggregation and management of Naturie's vast membership traffic.

2Diverse Interactive Business Scenarios to Revitalize Naturie's Membership Assets

Data aggregation is only the first step for SCRM. Based on the needs of various business scenarios, the SCRM Membership Center has also built diverse interactive functional scenarios.

The Reservation Center meets members' booking needs, such as choosing makeup services and other types of appointments. By entering the Member Center, users can view all reservation details, while store staff can quickly complete verifications.

Unlike a traditional consumer database, SCRM is far from a static data storage center. It actively utilizes the aggregated data to construct highly practical interactive modules based on real member needs and brand requirements. This approach helps the brand to capture and identify consumers across all networks, accurately target each individual, and lay a solid foundation for subsequent marketing activities.

3SCRM + Marketing Applications: Technology Empowering Membership Marketing

SCRM is distinctly marketing-oriented and can integrate with broader marketing systems. A vast amount of data is continuously aggregated through system interfaces, and through data analysis capabilities, it ultimately produces valuable outputs. These include audience segmentation, lifecycle planning, best content/product recommendations, and remarketing journeys, among others.

After the core functionalities of Naturie's SCRM Membership Center were established, Naturie conducted store surveys and routine incentivized surveys to encourage users to complete the card-binding process while also enriching user profiles. This made marketing strategies more targeted and refined the appropriateness of each marketing step.

After the core functionalities of Naturie's SCRM Membership Center were established, Naturie conducted store surveys and routine incentivized surveys to encourage users to complete the card-binding process while also enriching user profiles. This made marketing strategies more targeted and refined the appropriateness of each marketing step.

New Feature: Integration of Social Media Consumers

Supplement: Inclusion of consumer behavior information from WeChat

Enhance: Complete the dimensional tagging of consumers.

### Highlights and Innovations

1Data Competitiveness Empowers Brand Marketing

The Naturie SCRM case is a powerful demonstration of data empowering marketing. Although the importance of data is already widely recognized, Naturie, with its large membership base, clearly understands the value of member data and has made active and meaningful efforts in this project. It established its own SCRM data center, aggregated data from all channels, and built "data core competitiveness."

Adding social dimension data to the traditional consumer database makes marketing more than just theoretical. Subsequent membership operations and management can be integrated into the Membership Center, enabling the formulation of targeted marketing strategies.

2Use SCRM as a Connection Point to Enhance Membership Loyalty Management

In addition to being the brand's data center and strategic hub, SCRM also acts as the command center for brand-member communication. It serves as a connection and focal point between the brand and its members. Personalized tag classifications based on spending power, activity level, behavior data, and other dimensions enable Naturie to easily identify consumer groups of varying value.

Based on user tags and segmented groups, targeted content is pushed through WeChat messages and promotional information. Both the pushed content and the membership benefits center are tailored to individual preferences, strengthening the connection between consumers and the brand on WeChat. This enhances the consumer experience, refines every marketing touchpoint between the brand and its members, and delivers more precise marketing content.

The ultimate goal is to enhance member engagement and cultivate loyalty, thereby improving membership loyalty management. It can be said that the SCRM Membership Center provides a solid foundation for Naturie's membership loyalty management.

3. Omni-Channel Integration, Online and Offline Synergy

The core of omnichannel integration is identity recognition and merging. Tags, Life Cycle Stages, and Lifetime Value are the three core dimensions of member profiling. Whether it is through major online e-commerce channels or offline beauty shops, stores, and supermarket counters, Naturie's SCRM gathers data from all channels and utilizes it in a personalized manner to give back to all channels, achieving inter-channel synergy and maximizing brand effectiveness.

【Project Outcomes】

Webpower, an omnichannel intelligent membership marketing service provider, collaborated with Naturie to create a WeChat-based SCRM Membership Center through the Dmartech intelligent marketing platform. By customizing differentiated marketing features to meet Naturie's needs, this powerful partnership caters to the consumption scenarios of today's younger demographic while fulfilling Naturie's brand aspirations.

We believe that in the future, we will see more textbook-level sharing and exploration from Naturie, based on the SCRM Membership Center.

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