Zhang Dongsheng sends an invitation to go hiking: If I do well in membership digitization, do I still have a chance?

Recently, the film "The Bad Kids" ("隐秘的角落") has become very popular. When Zhang Dongsheng, with a smile hiding a knife, asks, "Would you like to go hiking together?" and "Do I still have a chance?", it sends chills down people's spines.

In the new era, driven by big data, we are witnessing the iterative upgrade of membership systems.

Membership management often seems to reside in the shadows, frequently overlooked. While it may appear simple, it is actually intricate and detailed.

"Do I still have a chance if I excel in membership digitization?"

Facing such a critical question, you'd really need the level of a top student like Zhu Chaoyang to confidently take it on.

But we can tell you with certainty: Absolutely!

How can you stand firm in the wave of big data and avoid the threat of "being pushed off the mountain"? Webpower will highlight the key points for you regarding membership development!

Excelling in membership digitization and establishing a solid foundation for your membership program is crucial. The key elements of membership foundation development are as follows:

1、Basic Membership Information

Basic membership information includes: Membership bylaws and member details.

The membership bylaws encompass three core points: membership criteria, points rules, and member benefits. The main issues currently faced in membership bylaws are: member benefits often being overstated, points being useless, and resulting in members not being able to enjoy added-value services.

To address these issues: first, companies need to offer unique member benefits, creating barriers that reduce the likelihood of members switching to competitors. Second, companies can implement a tiered membership system, accurately and comprehensively evaluating user activity, spending power, and ability to attract new members. This assessment helps in devising targeted operational rules, thus better leveraging user resources and maximizing return on investment.

Member information refers to the basic data retained in the company's system after recruiting members. It typically includes details such as name, gender, age, phone number, ID number (for offline), and other identity-related information.

However, for offline retail, the biggest issues with member information are its inaccuracy, incompleteness, and difficulty in collection. These hurdles become the main obstacles to subsequent data application and analysis.

Therefore, companies can try combining offline and online activities to collect information. Moreover, the collection of member information requires preliminary design and content planning. Companies need to clearly define their information goals, starting with the end in mind. For example, members can participate in online mini-program activities and, after filling out their information, visit the physical store to receive corresponding rewards or discounts.

2、Membership Maintenance

Many small businesses have noticed the trend of upgrading membership systems and aggressively try to increase repurchase rates and user retention through discounts and prepaid promotions. Similarly, many large companies still see membership management merely as issuing membership cards, accumulating points, and redeeming rewards. In fact, most overlook the crucial aspect of maintaining member relationships.

Membership maintenance includes: basic maintenance, emotional maintenance, and personalized service.

• Basic Maintenance (for all members)

The most crucial aspect here is ensuring member benefits. Protecting customer rights is directly tied to the sustainability of a company's membership program. While this may seem fundamental, it is immensely significant. It signifies the value members derive, whether customers are willing to join the company's membership program, and continue contributing to the company's sales.

• Emotional Maintenance (for mid-tier customers)

Emotional maintenance involves activities that foster interaction and build relationships with members, such as various salon classes, outdoor excursions, and parent-child interactions.

• Personalized Service Maintenance (for top-tier users)

Personalized service refers to high-end services tailored specifically to members' unique needs and preferences, better catering to their likes and habits. With limited resources and effort, companies can offer one-on-one concierge services for highly contributive and loyal members, highlighting their exclusivity and dignity, fostering long-term dependence.

3、Membership marketing

Membership marketing includes: member exclusives and targeted marketing.

• Member Exclusives

Member exclusives mainly aim to highlight the membership status, organizing promotional activities specifically for members, such as: multiple points accumulation, exclusive red envelopes, member-only products, gifts upon store entry, lucky member spin wheel, tiered member-exclusive events, and more.

However, currently, many companies organize such member-exclusive promotional activities primarily to boost sales, allowing non-members to participate as well. This greatly undermines the membership system as it equalizes the status of members and non-members, lowering the member experience. To address this issue, if the promotional plan is highly favored by customers, the membership enrollment process can be simplified, using the opportunity to attract a new batch of members.

• Precision marketing

Targeted marketing aims to reduce costs and increase efficiency by delivering the right message to the right person at the right time, aligning more with customers' preferences and habits, resulting in higher conversion rates. The key to targeted marketing lies in consumer insights, commonly referred to as "user personas." Each element is interconnected; for example, to obtain a comprehensive user persona, the step of collecting member information must not be neglected.

At the same time, we can continually enrich user personas through daily marketing interactions. The purpose of understanding consumers is to contact them in ways they prefer, spreading the brand while delivering content they are willing to engage with. This approach not only draws traffic and triggers consumption behaviors but also stabilizes consumer relationships.

For example, the Make Up For Ever Magic Mirror campaign uses AI makeup try-ons to interact with users and can collect data on customers' makeup style preferences. This enriches customer personas, allowing for targeted marketing that recommends more suitable products.

After discussing so much, some of our marketing partners might exclaim that building a membership foundation truly isn't a simple task. They might wish they could become a time management master like Zhu Chaoyang.

Zhu Chaoyang only spends a little time studying, yet he still manages to achieve top grades in his class. So, how can we achieve top performance in membership marketing by spending only a little time?

Of course, it's marketing automation! All you need is a Dmartech!

With the Dmartech marketing automation tool, operators only need to pull out all the "member groups" that need to be communicated with for this event on the platform. They can identify and categorize members from different stores, match different stores with specific message copy, preset marketing nodes and trigger conditions, and automate member operations. For specific practical operations, please stay tuned for subsequent articles.

Originally chaotic promotional activities can now be set up within just one day! It's practically perfect!

Webpower, as an omnichannel intelligent membership marketing agency, not only provides professional marketing tools like Dmartech but also offers customized multi-scenario solutions to enjoy multiple marketing advantages. Follow me closely, and you might be the next top performer!

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