Modern business, winning CRM
【Abstract】 The so-called VIP marketing is that the merchant has the greatest customer contribution rate as a special consumer group, which is generally called member, issuing membership card with specific identifiers, storage consumer detailed personal information and consumption record, in marketing, service Give special treatment, thereby increasing this part of the customer's loyalty and consumption amount to get more commercial profits.
VIP Marketing - The strong intensive agent of the department store is increasing in the retail competition. Today, the business is increasingly diverse, the department store who has maintained the mainstream activity has encountered an unprecedented huge challenge. The popularity of the supermarket has weakened the advantages of the pastoral department store in geographic position, and some even become disadvantages; all kinds of self-selected shopping malls, chain supermarkets, discount stores, and professional stores, not only provide more shopping venues for consumers. Choose, its new shopping method and price advantage have also pose a big threat to department stores. Although the rapid development of the economy has increased the total amount of social consumption and the increase in purchases, it seems that most department stores have maintained growth, but overall competitiveness and profit margins have not been synchronized, and the pressure of the opposite is increasingly appearing. Some companies in order to change the situation in the situation to be involved in multi-state operations or cross-domain management, most of the income is not obvious. "Where is the departure of the department store?" One of the topics of the industry, the most concerned, some pessimists even issued the "department store must disappear" the argument, and the optimist thinks as long as the department store will grasp the direction, management management It is still a big promising at sustainable innovation. The author compares the latter point of view, and the department stores will get rid of the status of the original thousand stores in marketing, and the directional operation of specialization and differentiation is not lost for business innovation. The key to differentiated operations is to targeted marketing. The core thinking is to maximize the needs of some customers. VIP customers are heavy. The so-called VIP marketing is that the merchant has the greatest customer contribution rate as a special consumer group, which is generally called members, issued a member card with specific identifiers, storage consumer detailed personal information and consumption records, in marketing, service Special treatment, thereby increasing the loyalty and consumption amount of this part of the customer to get more business profits. A business building fell more than 50% in the 2003 SARS crisis, and the mystery of nearly 10% of growth was achieved by the highest drop of 90%. The Commercial Building has always attached great importance to VIP marketing. Current VIP customers have reached More than 10,000, there are nearly 30% of the sales of VIP customers from VIP customers. VIP sales in Western developed countries have accounted for 35% -40% of the total sales of modern department stores. Even so, compared with the 20/80 principles of marketing (80% of the company from 20% of VIP customers), there is still a lot of space compared to the VIP marketing to the unique charm of the department store. The core of the VIP economy-customer relationship VIP marketing is a customer relationship, which is the current CRM (customer relationship management) that is often mentioned. Because VIP marketing has a series of special marketing strategies and personalized services to specific groups, these are based on detailed customer information and consumption records, and merchants should have targetedly based on customers' consumption habits. Provide personalized services. For example, a greeting card or gift is given when the customer's birthday is given, and a certain amount of discount and gifts are given to the same item to improve customer satisfaction. Western countries have started earlier in this regard, and there is only a few minorities in China, and it is only in the beginning of the beginning. The effect is not very obvious. The huge contrast in the SARS crisis truly people feel the power of VIP marketing. The Internet has spawned non-contact economy, and retail enterprises' attention to network marketing is gradually improved, while VIP marketing is more important to companies with online retail business.
There have been online auto retail enterprises, which will record various information such as brand, price, model, and browse frequencies in the customer browsing the web, and then analyze the analytical processing of the background, thus dealing with the customer's personal consumption, When this customer comes again, the system will automatically display the favorite models in his acceptable price range, and make an explanation of his most concerned issues and list the advantages to actively recommend. This not only greatly saves the customer's browsing time, but also seizes the customer's needs, and thus increases sales in a short period of time. Due to the high update frequency of foreign cars, websites will retain all historical records, and continue to recommend new products to customers through mailing materials and emails, and give a big discount on old customers, condense a large number of faithful Customers, so that the performance of the company is steaming and has achieved continuous development. The store is a non-electrochemical transaction, which is different from the virtual shopping environment of the website, but it can also achieve rapid personalized feedback by applying modern information technology. For example, when the customer spends a certain amount of money, it is not a problem with a certain price, or a special offer to a special offer with a special offer. Of course, these are also relatively simple, and there are more complex measures, such as different consumption habits and preferences of consumers, and the establishment of a more complex measures, including membership club organizational activities. Continuous research and improvement during its own business process. Since the difference is that it is VIP marketing, it must be different in operation. It must be different from the general marketing model, because VIP customers are different from ordinary customers, they are weak relative to the price, but also Spiritual feelings, therefore, it is not possible to use price concessions, and you should take more personalized features and improve customers' sense of honor, such as providing customers with scientific consumption recommendations, printing documents with customers name and greetings, Grant some symbolic title, etc. Therefore, VIP cannot be just a means of metaprive, you need a certain threshold and a practical action, so the vip customer's sense of honor will be guaranteed, and the honor is one of the important factors of improving customer loyalty. Typically, customers have a lot of hidden demand, especially if the VIP customer's hidden demand is more potential and often there is no problem of payment ability, and most of the impulsive shopping is a recessive demand or semi-hidden demand. The proportion of impulse shopping behavior in department store is relatively high, so the merchant should analyze through customers' data data to maximize customer hidden demand, fully utilize in marketing methods, reaching customer satisfaction and profit increase Double win effect, but avoid buying to sell and exceed general powerful recommendations, otherwise the customer will cause anti-reverse psychology or feel in the face for forced to cut meat. In addition, improve service efficiency, reducing customer complaints is also very important, complaining that directly causing the loss of customers, the method is to properly solve the customer's problem, Wal-Mart is a model, especially if there is unconditional return principle, greatly Improve the reputation of the company. According to the survey, the proportion of customers re-resolved will be 50% -70%, and if it is quickly solved, the return rate will be as high as 95%. Different Marketing also tells us that the value contribution rate to maintain an old customer is more up to 100 times compared to a new customer, and it is a very important part of the customer service. Now, more and more companies have begun to pay attention to customer relationships. In the case of only customer payment, the merchants can obtain customer information and cannot fully serve customers, IBM deliberately showcase the future business blueprint of the latest Bluetooth technology in the 2003 Forum. .
In the future, the customer's VIP card will replace a simple magnetic strip card with a smart card with wireless data. While the customer enters the mall, the system began to record the customer's information, and can pass the customer carry on the mobile phone, PDA and other terminals. Voice. And data exchange, always send valuable information according to customer shopping preferences, to achieve full service, store the original manufacturer's agent role into consumer shopping agent, more close to customer relationship, enhanced Value viscosity. Inspired by this, there is a shopping mall attempt to have a SMS promotion, and the effect is obvious. If it combines with VIP marketing, it will be more effective. Increasing value contribution rate Although VIP's value contribution can accounted for 80%, it is actually difficult to compare, most of them are lower than this ratio, and most of the retailers at home and abroad come from non-VIP customers. Therefore, while paying attention to VIP marketing, non-VIP customers cannot ignore. VIP marketing is more than just a marketing method, it reflects a personalized service culture and customer relationship management business philosophy, which has the same reference role for non-VIP customers. The existence of VIP customers is because the value contribution rate of each customer is different. Measuring a customer is VIP, not only to look at the amount of consumption, but also consume the profit contribution rate of consumption, because the key to the core competitiveness of the company is the profit margin, so the merchant should master the customer's information as much as possible, provide more intimate Service, make more quasi-VIPs to VIP, the ideal goal is the full VIP. Some people will question the full VIP and think that this will lose the meaning of VIP. In fact, the first VIP here is a broad concept, not only for a company, but pointing to your customers in the entire industry, similar to the current high-end boutique department store, only a lot of boutiques. Department stores are just a positioning and do not truly take effective targeted marketing measures. In addition, VIP marketing is different from ordinary discount sales. Its biggest feature is personalized service, which is to make a different service method for customers, so that every customer can get the highest satisfaction. On, the services enjoyed by each customer are different, and there will be no feeling of losing the VIP identity. The current member store is basically such a positioning, although most of the primary stage of discount marketing, personalized services still needs to be improved, and there is still a certain distance from the real VIP marketing, but the development status and prospects are very good. . The author has talked about such a problem in an article on customer value contribution rates. It is a small number of customers to make his contribution rate for the purchase of specials, damage the interests of the merchant. Foreign survey data show that this part of consumers account for about 20%, they dispense with another about 40% of the positive contribution, so that the proportion of effective customers becomes 40%. All VIP marketing can reduce negative customers to minimize or even zero, which is a good way to completely solve this problem. There is no other non-changing marketing method, and there is no four seas, and the law of the management of the management, although VIP marketing possesses an important position in specialization operations, the two are not equivalent, and specialization is a positioning, which also contains goods positioning, Regional characteristics, service methods, etc. are "specialized" or "franchise" in a certain sense. In particular, the VIP marketing method is not all the merchants. Conversely, if it is simple to expand the proportion of VIP, it will reduce the VIP threshold, resulting in a flooding of VIP, and most importantly, it is still to improve the value of customers. Contribution rate.
