VIP Marketing In Shoe Department Stores

At the beginning of last month, Jinying shopping plaza realized "nationwide communication", "whole life" and "all hearts" multiple intimate services. Shopping in the centre within ten days, if purchased commodity If you are not satisfied, you can directly enjoy the one-stop merchandise return and other related after-sales service directly to any chain store customer service center in the country. In the "national service", all the VIP points cards issued by the Golden Eagle Shopping Center can be used in any chain store of golden eagle in the whole country.

This is the first time that 6 stores in Yintai and Northern Zhejiang have launched the VIP resources integration activities from March 3rd to 27. Although the "VIP feedback month" campaign in Northern Zhejiang has only lasted 19 days, the number of new customers has reached 15% of the total number of new VIP last year. "In terms of growth rate, this is fairly smooth." Li Peijian, general manager of the operation and Management Department of Yintai department, said: "we do not know the average value of the industry, but for Yintai department stores, it is quite difficult to reach 80%. The VIP card activity of Yintai Wulin store is more than 80%, Yintai. West Lake store The VIP activity is the highest, reaching 88.4%, which indicates that the customer's loyalty is very high.

The competition of high-end department stores in VIP membership service is becoming more and more intense. Who can grasp accurately? VIP customer Demand will win the competition. As we all know, the high-end VIP customer resources in a city or region are limited, and the scarcity of VIP determines that it is not the public. It is generally considered that the VIP customer control of a merchant is more reasonable than 20%, so that the absolute number of VIP can be highlighted and more economic benefits can be achieved. In addition, high-end VIP customers are unable to realize the "dignity" because they are "popular", which makes high-end VIP only run away, which also leads to the existence of numerous "sleep cards".

In 2010, the members of the Cui Wei building organized a "slow life" theme, with nearly 60 members enjoying two days of "slow life". At the same time, it further enhanced the value recognition and brand loyalty of Cui Wei building. "More importantly, through this form, the feedback information of members is the most real and sincere. Only when we understand the needs of consumers can we adjust the brand so as to better lead consumption. Cui Wei building related responsible person said that the race with the needs of consumers can be said to be an important reason for the continued performance of Cui Wei building.

The profit pattern of high-end department stores has its particularity, rather than relying on traffic to win, but relies more on it. consumption The effective spending power of the small number of customers at the top of Pyramid. The survey shows that about 60% of the total sales of high-end shopping malls are created by VIP customers, and this proportion will continue to rise. Cui Wei often aims at these loyal customers to develop personalized marketing. For example, on the basis of the original "support Army card", "gardener card" and "homeland card", the gold and silver cards should be launched for customers with larger consumption volume, and the member points will be returned.

Some difficulties in VIP customer marketing reflect that many businessmen blindly expand membership system, while ignoring the mentality of customer relationship management. At present, it is not the fundamental way to simply pursue the number of VIP cards. By improving the purchasing power and consumption power of VIP cards through database management, the focus of service marketing is placed on the quality of VIP customers, which is the root of maintaining customer relationship.