How to design a good paid membership policy? We call it “flower-de-province-enjoyment”.
文/胡兴民
“Super User” has become a hot word in the second half of the Internet, In addition to high traffic, high cost, high turnover rate, low repurchase rate, and reduced profit are the common industry The pain point is especially true in the retail industry.
The company is talking about pulling new channels all day long. In fact, the biggest problem is that it can’t keep the old customers. The value of an old customer in the retail industry is five times that of new customers. And put the word super user into the retail industry, is more specifically a “member.”
More and more companies are becoming members, but their results are varied. There are still many companies who are watching others doing it, fearing that they will be eliminated, but they don’t know how to do it. The membership system is only a step in the transformation. There is still a big misunderstanding in how to do a good job in the membership system and from the management to the executive level.
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Why are most corporate members inactive?
The most direct answer is that these companies think that with a membership system, points, and some display racks or posters in the store, they will naturally have high-frequency, highly loyal members.
Remember to have trained a large bank for member management. At night, a senior executive of the bank came together to accompany the students for dinner. I asked him what he thought the members of the bank were doing. The supervisor said that Ok. I went on to ask, how to measure it, he said that the point usage ratio is less than 15%, and the money is less, so good!
I heard it, and I thought, if so, why do they still need to earn points? From this point of view, it can also be seen why the bank never reminds consumers how many points they have and what they can buy. If you have this mentality, do you think their points may be well done, and members may feel it?
Why is the membership of most companies inactive, I think it can be summarized into three questions:
The so-called not willing to have two kinds, one is not willing to give, the second is not willing to pay. is not willing to give, is not willing to give consumers attractive points, often reflected in the point is too low, such as one thousandth, or even one in ten thousand. I don’t want to be willing to pay, but after the points are issued,