Retail Industry
Social-CRM Retail Industry
Unify cross-channel data with marketing automation tools to gain insights into consumer behavioral data and automate full lifecycle management to increase conversions, customer lifecycle (CLV) and gross sales (GMV) growth
Industry Status and Pain Points
Most of the brand owners have accumulated a quality reputation over the years, with a million-volume member base and fan base.
How to gather these members and fans, build member mapping, and carry out Social-CRM private domain membership marketing activities has become a must on the road to brand development.
01
Traffic dividend growth is slowing down, inventory operation and the value of the user's whole life cycle need to be emphasized urgently.
02
Platform customer acquisition costs are rising, business operations and marketing pressure, focus on user needs is imperative
03
Problems in data collection, data processing and data application constrain precision operations
Social-CRM Retail Industry
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.
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.
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.
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.
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.
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Unity convenient membership binding process, forming a unified perspective
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Diversity build a highly interactive marketing scenario and dynamically enrich user portraits
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Guidance Clarify marketing orientation, such as group segmentation, life cycle planning, best content/product recommendation, re-marketing journey, etc.
Unity
convenient membership binding process, forming a unified perspective
Diversity
build a highly interactive marketing scenario and dynamically enrich user portraits
Guidance
Clarify marketing orientation, such as group segmentation, life cycle planning, best content/product recommendation, re-marketing journey, etc.
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.
Automated Lifecycle Operations
From registration, check-in, conference interaction, questionnaire feedback to a complete process, and continuous cultivation after the meeting, the entire process is automated.
Target audience:new fans subsicribed to wechat official accounts
Strategy:attract fans to register and enjoy membership benefits
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:Activate hibernating customers with incentives such as personalized recommendations & discounts
Social-CRM private domain membership marketing campaign planning
Adapt to corporate entity structure, enable multi-authority and multi-level management within the group, and ensure account security. Foster various additional schemes for information sharing/isolation among departments, cross-functional collaboration, and simplified approval process.
Beauty retail industry Marketing Cases
China Marketing Solutions
Channel use: SMS, WeChat, WeChat Small Program, Shake, 5G SMS
- Member Precision Marketing: Personalized recommendations for existing members through WeChat public number and WeChat app. For example, push customized skincare and makeup sets based on purchase records, and provide limited-time offers or previews of new product debuts.
- Short video interactive marketing: Utilizing Jitterbug to release trial videos of beauty products, combining live banding with limited-time events, and enhancing brand exposure and social interaction through collaboration with KOLs/KOCs.
- SMS & 5G SMS Promotion: Push personalized skincare and makeup escort guides, product recommendations and new product previews with interactive links (e.g., WeChat applets or official websites) via traditional SMS and 5G SMS.
Overseas Marketing Program
Channel usage: email, SMS, TikTok, WhatsApp, Facebook, Instagram
- Personalized Email Marketing: Send personalized emails recommending products with discount codes for different consumer segments (e.g., skin types, makeup preferences). This can be combined with holidays and special events (e.g. Black Friday, Christmas sales).
- Social Media Brand Exposure: Showcase brand story, product features and user feedback through TikTok short videos, promote and interact through Facebook and Instagram, and increase brand awareness with Influencer.
- WhatsAppInteraction and customer service: Provide instant customer service and order tracking via WhatsApp, while pushing product information and promotions for in-depth communication.
China market (cross-border e-commerce)
Channel use: Shake, WeChat, WeChat Small Program, 5G SMS
- Cross-border product promotion: Promote cross-border beauty products for the Chinese market by cooperating with overseas KOLs through Jitterbug. Combined with WeChat mini program for product detail display and quick purchase.
- 5GSMS/MMS: For cross-border e-commerce customers, 5G SMS is utilized to push product logistics tracking and membership rights reminders to enhance shopping experience and satisfaction.
Marketing Campaign
Establishment of Naturie's Social CRM Center, Empowering Online and Offline Precision Marketing
Founded in 2001, Naturally Plus has accumulated a huge membership base of millions after nearly two decades of vigorous development. Currently, these members come from various channels and are widely dispersed on Natura's official website, offline counters, supermarkets, various e-commerce platforms and social platforms.
MAKE UP FOR EVER: The 72 Transformations of Membership Center-based Marketing
MAKE UP FOR EVER, also known as MECAFI, is a professional makeup brand born out of art and passion. In 1999, it officially joined the global luxury products pioneer LVMH Group, accelerating its international expansion. Today, MAKE UP FOR EVER has a presence in over 52 countries and regions worldwide. It is beloved by professionals and makeup enthusiasts alike and is a frequent "backstage favorite" at international fashion shows and major events.
Highlight: Deep Interaction with Members to Imprint Fashion and Professionalism
LENSCRAFTERS (亮视点) is a global high-end eyewear retailer, which entered the Chinese market in 2006 and now has over 100 chain stores in the Greater China region. LENSCRAFTERS is committed to its brand promise of "Love Your Eyes," striving to provide high-quality vision care services to more customers. The store brings together numerous top eyewear brands from around the world, offering Chinese consumers a professional and fashionable new vision.