Clothing Brand Maintenance Needs Deep Excavation

Fierce competition and customers' choice, some strong brands lack of effective VIP maintenance methods, leading to the continuous loss of core customers. Finally, VIP maintenance has become a job that clothing brands must attach great importance to.

VIP (Very Important Person), as the name suggests, is very important; we call it VIP.

VIP customers pay more attention to brand than ordinary customers, and the probability of paction and joint sales is even greater. They often patronize our brand, which can be said to be a pillar customer of stable sales.

Of course, not all brands must establish VIP system, like H&M and

It is not only time consuming and energy consuming, but also the impact on the performance of the VIP system with low unit price and mainly relying on the passenger flow. It is difficult to estimate the impact on its performance. But for those brands with higher unit price and larger brand value, the significance of VIP is obvious.

Understanding the customer characteristics of VIP customers

Different gender, age and different levels of customers will have different needs; careful analysis of customer groups to develop effective VIP maintenance is very helpful, for example, through the discount way to give way to women's attractiveness is far greater than that of men, while elderly VIP is also more interested in health theme activities than younger customers.

I had planned a weekend self driving tour for VIP of an outdoor leisure brand in Shandong. As a result, the customers' participation was very high and their activities were well reacted. This franchisee Ma's activity was copied to another business brand he operated at the same time. As a result, there were few VIP entries, and even the organization of the activities became a problem, and the effect was also greatly reduced.

How do I maintain VIP? I think we should first understand the needs of VIP customers and create surprises. Some brands take the VIP maintenance process for granted that they can be satisfied if they provide services and gifts for VIP.

There have been two such cases: a middle and high end.

At the end of the year, the brand was prepared to give feedback to VIP activities, so they spent a lot of money to produce a large number of brand magnet calendars, and told VIP via SMS to receive "exquisite gifts" from the counters.

Obviously, the difference between the customer's expectations and the actual gifts is too large, which makes the brand image greatly reduced and has a counterproductive effect.

There is also a middle class of three kinds of cities.

In the high-end shopping mall in Japan, the landlady experienced the kneeling test shoes service (the waiter was kneeling on the floor to test the shoes for the customers). She felt good, so she decided to promote the service in her store for VIP. Only a few months later, many VIP customers reflected the awkwardness and low turnover rate. Some customers began to try other brands slowly because they were not accustomed to the service.

The reasons for the failure of the above two cases are not fully established on the basis of understanding the needs of VIP, providing services or gifts too high or too low, making the effect backfire.

How to accurately grasp the needs of VIP customers and satisfy them? We think we should grasp the following aspects:

Analysis of purchase records of VIP customers

We find that many brand franchisees and supervisors are particularly sensitive to data, analyzing a large number of sales data and inventory data. However, most brands ignore the analysis of VIP customers' purchase records, which makes them miss many effective information.

We have made a diagnosis for hundreds of shop salesmen: write out the 20 most important VIP colors they like, the size they wear and the price they accept; only a very few individual shopping guides can answer the basic accuracy.

In fact, a detailed analysis of the purchase records of VIP customers can draw out the size, acceptable price segment, preference color, favorite style, frequency of purchase and the habit of wearing and matching. With this information, we will have a good grasp of VIP.

For example, when many brands send information on new products to VIP, they always publicize in general: welcome to take a look at new products; however, such information is often unsatisfactory. Through previous experience, we find that targeted specific SMS content can often increase the probability of patronage of VIP customers. For example, a customer who is more fat and likes to wear jeans will have much better results if he notified him of a large number of jeans.

Let VIP customers participate in your design.

The product design of domestic brands is often unilateral, that is, the overall design of goods and the creative conception of patterns depend solely on the design department of Brand Company, and lack of interaction with VIP customers.

However, some overseas luxury brands not only attach great importance to the opinions of VIP customers in design, but also carry out contests to encourage VIP customers to integrate their creativity into product design, and will eventually be named after the customers of creative customers.

On the one hand, the design inspiration has been increased, and on the other hand, the brand circumstances of VIP customers have been strengthened.

Special rights to open VIP

Friends who have taken a flight know that first class customers can enjoy special passageways, separate waiting lounges, more spacious seats and more delicious meals.

For many domestic brands, the only difference between VIP customers is the possession of a VIP card. In many brands, I see that VIP customers can not enjoy special discounts for special products, no special after-sales service, and pay as long as other customers.

It is obvious that VIP card is completely chicken ribs. I suggest that we must establish special rights and services for VIP customers, such as establishing VIP rest area, enjoying drinks and snacks, establishing faster and better after-sales service channels, free lifelong dry cleaning and nursing service, multi card system (strategic alliance with other industry companies related to VIP customer level), personalized image consulting service for VIP and so on.

Create VIP customer files and create unexpected surprises.

In China's clothing industry, few brands can get very perfect customer files, and some shopping guides do not even know what important customers call for many years.

In fact, if we want to do the maintenance work of VIP well, we need to record all VIP customers' personal information from the daily drip, including their interests, characteristics, hobbies, habits, jobs, birthdays and family information.

I had approached a Tianjin children's wear brand franchisee and sent a cake and a birthday card with brand LOGO on the birthday of a VIP little customer. As a result, VIP customers were very moved and regularly looked after his shop. This personalized service on the basis of fully understanding customer information can often impress VIP customers and enhance their brand complex.

I also met with an outdoor brand counter with a year-round performance of over 10 million in the Wangfujing shopping mall in Chengdu. The customer information information is full of 7 copies. The store manager is more backward in information about VIP customers. The reason for his stable monthly sales is obvious. If your brand still has no VIP customer files, I suggest you act immediately.

Grading management of VIP

Some brands know the importance of VIP customers, but often ignore the VIP customers still have the level of division, generally can be divided into extremely important VIP customers, regular VIP customers and occasional VIP customers (only VIP card, frequented by patronage); many shops for these three types of VIP policy and service fully adopt unified standards, is obviously unreasonable.

In fact, 80/20 law is also effective in VIP customers. Grading VIP customers helps us to provide more effective services to VIP customers at different levels, and maximizes the benefits between input and output.

At present, the integral system used by some brands is a good method. We also suggest providing personalized services such as free door-to-door delivery for the particularly important VIP.

Customers are God, VIP customers are God in God, fully tap the needs of VIP customers, provide targeted personalized services and maintenance, our VIP God will always smile to us.

Customers love outdoor sports, so outdoor activities are good for themselves; while customers who are accustomed to wearing business brand are generally not enthusiastic about outdoor interaction, resulting in low participation enthusiasm.

We suggest that the brand must fully consider and analyze the characteristics of the customer group when planning the maintenance method of VIP, so as to ensure the effectiveness of the maintenance effect.