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A member is a customer with data.

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The following is a live review of the live broadcast on August 16th.

1 Why should a company establish a membership system?

Image from teacher live courseware

The catering brand turnover rate is 82%, not a special case

The restaurant brand has nearly 600,000 new members per month, which is large in scale, but with a retention rate of 18% and a turnover rate of 82%. This number is not surprising at all. Most of the industry, many domestic companies, the turnover rate is this level.

The number is not enough, the problem is not that the new customers are not enough, but the old customers are lost

Even if you try to divert yourself and introduce new customers, this is not an organic cycle. This is the dilemma faced by most companies.

Why is the membership system still serious?

Being a member system is not to say that there is a membership system and there are points.

Membership system requires deep, professional knowledge and operational skills.

Your membership system is good? Judge through these issues

What is the name of the customer’s last name?

Where does the customer live? where do you go to work? Why these two points are so important, where it is involved in the evening and early morning, where to work involves the daytime. If you are dining, living in this place or company here, will it be the same time to market him? Will the promotion be the same at home, rest and office situations?

What did you buy with you? It’s not the customer, it’s about what he bought. What you buy is a good predictor of customer behavior. What time was he buying last time? Day, early morning, noon night? This represents the user’s life trajectory.

When will you come back? If you expect him to come, he should have come, and this may be a slight loss. What are the measures to be taken by customers who have a tendency to lose.

If these questions can be answered clearly, congratulations, your membership system is very good.

If these questions cannot be answered clearly, then your membership system is not very effective.

Why do most companies don’t know about these things?

Because our existing systems are transaction-oriented, not customer-oriented. You only know who bought the product at a few points, but don’t know who bought it. Of course, I don’t know when the customer will come back, and therefore can’t predict the customer’s behavior.

Members are customers with data.

The main purpose of implementing membership is to acquire customer data.

Why need to distinguish between paid members and non-Paid member?

This is to create a different consumer scenario and consumer psychological response.

It’s a very important rule to do business. When customers come to you, they feel that they are fishing.

Pay members are, we want to filter some customers, we understand the customer’s sincerity, then we will increase his value.

Payment members are creating a threshold for customers to make investments in advance so that they want to get back.

2 How Costco beats Wal-Mart with a paid membership system

Image from teacher live courseware

Image from teacher live courseware

The most classic case for paying members comes from Costco.

Costco has attracted quality customers through the method of paying members.

Costco has several features:

SKUs are especially rare, only a few thousand, and thousands can meet the needs of customers.

Focusing on one brand and purchasing power at the supply chain. If the 100 bottles of milk purchased are concentrated on one brand, the bargaining power is very strong.

SKU is low, operating costs are low, and operating costs are low. The storage and distribution costs are low.

Business net profit is “0”. Sales are invincible. <