Personalization Cards In Shopping Malls: Exclusive Membership Cards In Different Occupations

On the eve of August 1 this year, the Dingcheng store launched the exclusive military service. Membership card A soldier's exclusive membership card is free of charge with his military officer's certificate, his military officer's identity card and his ID card. It is reported that during the year, teachers and doctors will be launched. The exclusive membership card has gradually become another secret weapon for businesses to fight for consumers.

And ordinary membership card sub card, silver card or VIP card, etc., according to the amount of consumption to deal with different, exclusive membership card is targeted at a certain occupation, such as soldiers, teachers or doctors. The industry recognized that the first thing to do was Cui Wei building. At the beginning of its opening, it developed gold card, silver card, convenience card, official shopping card and other promotional cards for the purpose of promotion. Combined with the characteristics of Cui Wei business circle, special cards such as "gardener card", "army card" and taxi driver's "TAXI card" were developed. Among them, the most successful is the "support Army card", which is the only special discount card now existing in the mall, because the troops of Cui Wei peripheral units are relatively concentrated. Holding "Cui Wei century Yong Jun card" shopping in the building enjoys a higher discount rate than the general VIP card.

"This kind of exclusive membership card is mainly developed in Haidian District's shopping malls, such as Cui Wei, contemporary, Gan Jia Kou and so on. Chen Liping, director of marketing department, School of business administration, Capital University of Economics and Business, said that other cities, such as Dongcheng and Chaoyang, were relatively few, because there were many military schools in Haidian District, many schools, and many hospitals. Chen Liping said that at present, Beijing's commerce has developed from commodity centered to customer centered. At this stage, the maintenance of fixed customers is the key to success or failure, and membership cards are the basis for confirming fixed customers. "Without membership cards, there is no way to distinguish between fixed customers and mobile customers. customer "

Member pairs Sale Huge contribution

Whether it is high-end shopping malls such as Yansha, such modern high-end shopping malls, or the shopping mall like Gan Jia Kou, the sales contribution of members has been very large in recent years. Data show that in 2010, the total sales of Yansha amounted to 3 billion 640 million yuan, of which 73% of the total sales accounted for membership consumption. Nearly 70% of total sales now come from membership consumption, while the 80% of the customers are from fixed customers.

"Compared with striving for a new mobile customer, the mall is more willing to maintain a regular customer." Chen Liping believes that how to make a new customer come to make the other party profitable, such as discount sales promotion, etc., which costs, the effect is unknown. If the related fees are put on fixed customers, it will be better served as value-added services.

In fact, many shopping malls do this now. For example, Yansha will organize members to carry out "crossing the desert journey" activities, and Gan Jia Kou will organize members to take photo competitions. These activities do not aim at promoting sales, but start with creating a better way of life and bringing better customer experience, and provide value service according to the different needs of customers.

Individuation is the core of development.

The basic goal of membership system is to lock in target customers, ensure that a certain number of customers are provided, and bring stable sales revenue to the enterprises. Through establishing good relationship with customers, shopping malls can make customers feel a sense of belonging, so as to cultivate customer loyalty, reduce the cost of opening new customers, enhance the competitive advantage of enterprises, and establish the brand of enterprises. However, in today's increasingly serious homogenization of shopping malls, with the abuse of membership cards and the prevalence of price wars, the membership value of membership cards has been declining. Many customers have fewer than one dozen members of different shopping malls in their hands.

Chen Liping said that in order to truly establish customer loyalty, retailers must also provide personalized services for different needs of different consumers, and classify customers by analyzing the needs of members, so as to provide targeted services. It is also the core of developing membership system if we can classify consumers according to their age level, income status, the amount and type of goods purchased, so as to develop targeted activities and establish personalized customer relationship management. "Although in Europe and America, there is basically no exclusive membership card distinguished by occupation, but in China, the development of membership cards is a useful attempt."