The New Weapon Of Merchants And Online Merchants Rob Customers Under The Line Of Membership Economy

In the Millennium commercial city of Guangzhou, service has always been the pride of department stores and supermarkets.

However, in the face of the impact of the electricity supplier, vigorously strengthening services for members has become a compulsory course for department stores and supermarkets.

For department stores, the most fundamental thing is the consumers themselves. How to make consumers have a better shopping experience is the top priority of pformation.

With the impact of the electricity supplier and economic pressure increasing, Guangzhou's department stores and supermarkets began to focus their attention on the member economies and continuously improve the added value of their members.

To this end, Guangdong Yong Wang launched a number of measures to grasp the "member economy", Guangdong wing Wan member APP8 shop on-line, members can not only see the latest promotional activities at any time, but also enjoy exclusive membership privileges.

The first registration of Guangdong Yong Wang APP can get 5 yuan coupons, attracting more than 17000 people to download.

Wang Jianheng, general manager of Guangdong Yong Wang Tianhe Commercial Co., Ltd., general manager of APP, said that through the purchase records of customers' membership cards, APP can understand the buying habits of customers, push about 60 promotional items for different customers, and achieve personalized and precise marketing. The company will also develop more application functions later.

Not only that, there will be special sales promotion every time.

Telephone or SMS will tell members what preferential activities they will have so that members can know in advance.

According to statistics, since the opening of the first store in 1996, Guangdong Yong Wang has accumulated 500 thousand members. The frequency of consumption of members is 1.5 times that of non members, and the contribution rate of membership consumption is 40%.

The shopping center "big guy" Wanda has also launched the online commercial service. It has been online for just one month. The number of new members of the electricity supplier is over 1 million 500 thousand, and the downloading of APP is 252 thousand.

Nearly 200 thousand people use Fei APP intelligent shop search, intelligent parking, intelligent movie, intelligent queuing and other functions. At the same time, Beijing Wanda Plaza, which has been integrated with the open platform of Tongzhou, has been online since July 31st, and the Wi-Fi traffic volume has reached 900 thousand.

The high popularity of the open platform has also lifted the shopping center's popularity. Consumers' satisfaction with offline shopping experience has been significantly enhanced, resulting in the super high consumption activity and stickiness of the shopping center, as well as more intelligent, precise and scientific management and operation experience.

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For example, the flying member platform can quickly set up a membership system for shopping centers and branding providers, help them establish membership hierarchies, enhance loyalty among members, and guide businesses to conduct efficient and precise marketing.

Professor of Northwestern University, founder of integrated marketing

Once predicted, "there are only two kinds of successful retailers' future modes. One is to increase the efficiency of the supply chain, to squeeze the upstream and downstream costs, and to take price and location as the main competitiveness. The other is to make the customer loyalty plan the core competitiveness of the enterprise through understanding the customers and good customer relationship. There is no middle route."