Enterprise operating membership brings three major advantages. When a company accumulates a certain level of membership, it will be able to have a greater say in the industry, and operating members can stabilize revenue in the long term and continuously interact with members to cultivate more loyal members. Let members become your brand spokespersons and accelerate diffusion. In the process of operating membership, a common problem faced by enterprises is how to choose membership management channels? This article uses two well-known domestic cases, Quanlian and Louisa Coffee, to observe how they develop their brand membership management strategies.
EILIS smart interaction
Member loyalty program, social network membership management expert, marketing technology system integration consultant｜EILIS Smart Interaction
Member loyalty program, social network membership management expert, marketing technology system integration consultant｜EILIS Smart Interaction
Corporate operating membership can
bring three major advantages. When a company accumulates a certain level of membership, it will be able to have a greater say in the industry. Operating members can also achieve long-term stable revenue and continue to interact with members to cultivate more loyal members. , let members become your brand spokespersons and accelerate diffusion. In the process of operating membership, a common problem faced by enterprises is how to choose membership management channels? This article uses two well-known domestic cases, Quanlian and Louisa Coffee, to observe how they develop their membership management strategies.
3 major advantages of operating a membership
Membership is an enclosure economy
From the beginning of 2020 to the present, the term “membership management” has become the focus of discussion among large and small companies. Each company has discovered that operating members is more and more important to the brand, and behind this is because members are the “enclosure economy” , it takes a long time to accumulate, and members who are the first to start operations will have greater opportunities, such as having the right to speak in the industry field and control more opportunities for cross-industry alliances.
Business members can achieve long-term stable revenue
If you want to increase the repurchase rate of members, the first prerequisite is that customers need to have a certain degree of trust in the brand. When members accumulate enough trust, the chance that members will think of you first when they have needs will be greatly improved.
Member loyalty makes diffusion benefits wider
Fan members are your brand spokespersons, because they already have a certain degree of loyalty to the brand. When the brand promotes activities, they will participate more enthusiastically and actively recommend you to others. To operate a membership, you must master the latest information. The key 20% of core members create 80% of the company’s performance.
How to choose membership management channels
In the process of operating memberships, a common problem faced by enterprises is how to choose membership management channels.
With the development of the current Internet era, the thinking of enterprises in operating membership is no longer limited to offline physical stores, but extends to online. The channels for membership management have also started from the past paper physical cards, websites, apps, and even With the emergence of community members using FB and LINE social software as carriers.
Before starting membership operations, companies
will evaluate the suitability of the membership channel for the company. They hope to use digital methods to speed up member recruitment and have more interactions with members, thereby accumulating member loyalty. .
We have selected two well-known domestic brand cases, Quanlian and Louisa Coffee, to observe how they develop their membership management strategies:
How does Quanlian membership management deepen the members’ life circle?
Quanlian, a well-known domestic brand, has a main customer group between the ages of 40 and 60. In the early development of membership operations, physical cards were used to collect consumption points. However, with the rise of the Internet and communities, Quanlian began to To develop digitally, customers will be encouraged to use PX PAY App from 2021. Members can use their mobile phones to consume points collection, payment, stored value and other services.
Even in order to integrate into members’ lives, Quanlian has opened up PX PAY App to provide life payment services, such as credit card payment, parking payment, etc.
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Quanlian deeply extends customers
‘ lives from their original purchasing needs to their life circles.
How Louisa Coffee accelerates membership diffusion
Louisa Coffee, a well-known domestic chain coffee brand, developed its membership business during the boom of social software. Facebook and LINE are the two major social software platforms in Taiwan, and they are the social media that almost everyone will have on their mobile phones. Group software.
Therefore, Louisa Coffee took advantage of the situation and venezuela mobile phone numbers details launched Taiwan’s first brand-new ” cross-platform community digital membership card” in 2018. From application to joining, it is all done on FB and LINE on the mobile phone , and the joining time is greatly shortened to 1 – 2 minutes, breaking the past paper filling out and receiving the physical card, and also breaking the traditional App of the previous generation.
Louisa Coffee Black Card created
the first digital consumption trend in the industry, and also changed the way Taiwanese interact with coffee brands.
Summarize
Member management has always been one of the important topics for phone number au enterprises, but in the selection of member management channels, different member management channels, such as physical cards, Apps, and community members, are not just one of three choices, but different choices. Stage tasks, enterprises should choose the most suitable channel to operate based on their own development conditions.
The above are all part of the “Member Loyalty Plan”. The Member Loyalty Plan covers a wide range, from the core brand development strategy, member management, self-media operation, and more. These are difficult to implement in I will share everything with you in the length of an article.
Therefore, now we will regularly disclose the key secrets of the “Member Loyalty Program” in more detail. This time, for a limited time, we will open free membership e-books to provide a more detailed explanation of the secrets of the loyalty program – the value of the membership system.
