How To Mobilize Customers? Let Membership System No Longer Be A Vase.

Membership has entered China for more than ten years, but the membership system is not ideal. At present, only about 30% of consumers agree with the membership card, and some customers even reject and dislike the membership card.

At the same time, for some retail enterprises that have membership system, the lack of loyal members is a major drawback. This is also a nominal membership card. The development of membership system is also in an awkward position. Why did the successful membership sales in China become a vase in many enterprises?

Membership sales may sound simple, but they may be much more complicated in practice. Because a successful membership plan involves many aspects such as technical support, recruitment and qualification, member training, commission payment and so on.

From the basic thinking of membership sales, it can be seen that a membership sales procedure should include a commercial website and several member websites providing such procedures, and commercial websites can be linked to the member websites through various protocols and computer programs. Therefore, there is a two-way choice in the sale of affiliate system, that is, what kind of website to choose as a member and how to choose a business website.

Apart from technical problems, the homogenization of commodity operation is serious, and the lack of attraction to members is also one of the "killer" of membership system.

In recent years, the retail industry has developed rapidly, and the number of stores has been increasing. Membership sales have also been widely applied. But this kind of marketing means there is a serious phenomenon of business homogenization. If the enterprise simply adopts such a simple "membership sale", it will be easy to imitate for competitors, and competitors may even introduce more attractive discount system. Under such circumstances, membership does not keep consumers loyal.

In addition, many members who have membership cards do not enjoy substantial price concessions. Price discount is the main form of membership service. At present, the core of our membership is mainly price competition.

But even so, the price advantage of some commodities is not obvious, mainly in two aspects. First, there is little difference between the membership price of retail enterprises and the prices of other competing stores. Second, compared with non members of a store, membership prices do not have much advantage.

The trend of membership is how to mobilize customers.

Although there are such or such problems in the implementation of membership system, the advantages of membership system are obvious. First, the cost of retaining an old customer is approximately equal to the 1/5 that wins a new customer's cost; in addition, the old customers are more likely to carry out marketing activities than the new customers and have higher acceptance of the service of the enterprise's products; the profit of third enterprise 80% comes from its 20% customers. This shows that the implementation of membership system is based on solid theory, and the key is how to make good use of it.

As for the problems of membership system, Tan Xiaofang, a famous marketing expert, said that while implementing membership system, enterprises must put themselves in the consumer's perspective, so that they will avoid a series of embarrassments.

Enterprises can stand at the perspective of cardholders and try to ask themselves the following questions: how many membership cards do you have? Have you ever been to the card business in two or three months? How much discount can you enjoy? Does this discount attract you? How does the membership card count? According to your consumption level, what can you exchange for one year and how much cash is it worth?

What are the rights and interests of members? Which member service is different from others' membership card service? What attracts you most to member services? Are there any personalized membership activities for you? If an enterprise can successfully answer and solve these problems, its membership system will easily escape from the awkward situation of "flashy" vase.

In the US, 80% of the business revenue comes from corporate club members, most of whom are lifelong customers. Membership sales mode has been widely used in western countries for many years, and has proved to be one of the effective marketing methods to cultivate customer loyalty.

It can be seen that the key problem of enterprises is that they are not very clear about the significance and skills of membership sales. More companies are just member card producers, distributors and brand discount providers. Membership cards do not have vitality in themselves. They are just a medium, a tool, which only organizes the cardholders correctly, and the sales of membership can play the proper role of this mode.

Zhang Ruimin, President of Haier, once said that the essence of modern enterprise competition is the competition of customer loyalty. Whoever wins customer loyalty can win in the future market competition.