Membership management as Starbucks
membership system has long been popular in the world, the main purpose is to seize the new and old customers, with limited interest to attract every customer to consume. Therefore, members of the marketing approach is an integral part of the business philosophy, know how to properly operate the members, is one of the necessary conditions for successful operation.
a, member system overview
The invention is not Starbucks
membership system and it is no exaggeration, a member of the marketing means, but as with all its business strategy, on the basis of "simplified operation" concept and "step by step" to make membership operation perseverance worthy of our learning business full of sound and colour. For most businesses, the promotion of repeat purchase + enhance membership stickiness is the common goal of all member systems, and the common situation is generally maintained by members of the stored value or integration of these two forms.
stored in the most simple and brutal, members need to recharge a certain amount of membership card, members can use the membership card balance to complete the payment and enjoy the corresponding discount. This is the logic of the form of membership because the customer is rich in the presence of the card, so before the use of pre deposit, customers do not want to patronize the competitive brand, in order to enhance the viscosity of members. However, the amount of the appropriate amount of money to recharge it too high, then the customer directly choose to give up, too low, then it can not be very good to limit the consumption of customers to his place. Member points are determined by the amount of the corresponding amount of consumption of members of the integration points, a certain number of points can be exchanged for concessions, the common exchange gifts, discounts, cash, etc.. To a certain extent, can promote the customer into the store consumption. But the amount of the proportion of exchange points set and how many points began to have preferential accumulation are not very good in moderation, businesses need to have a process of trial and error.
two, Starbucks membership from the star card to start
more than two forms of membership incentives can be achieved, to a large extent, whether the customer’s first consumption analysis. In detail, when the first time a strange customer to your store when you have to do two things.
first, selected key customers with real consumption potential, the occasional "passing through" the customer, even if you give away their membership card also do not have what meaning. Second, provide the appropriate "discount" to attract them to join your membership system. Starbucks has done very well in these two things. Starbucks’s approach is that customers have to spend money to do card (but not stored value), and then get some rights. Customers need to pay 88 yuan to enjoy the star card, the card contains 3 Rights: the three A. drinks buy one get one, a B. breakfast coupon, a drink coupon l cup c.. There are 2 additional considerations, first of all need to activate the card to use, followed by the first consumption can not enjoy the above mentioned rights.
the benefits of doing so are obvious