As a kind of marketing method based on member management, member marketing has incomparable advantages over traditional marketing methods (television broadcasting, group purchase marketing, brand marketing, etc.) and is a low-cost, sustainable and self-operating marketing method. . According to one data, a highly viscous member who only accounts for 20% of the entire membership usually contributes 70% to 80% of the water in a restaurant. It can be seen that affiliate marketing is a powerful means for a restaurant to increase its turnover in addition to products, services and the environment.
At present, many catering companies are actively adopting member marketing methods to create new profits for their restaurants. For example, Starbucks has always spent a lot of energy on member marketing, and is also a typical beneficiary of member marketing. Not long ago, Starbucks released its third-quarter 2017 financial report. In the US, 36% of Starbucks' revenue comes from member consumption, and it has to be sighed by the power of member marketing.
However, even though many companies know the benefits of affiliate marketing, they also hope to increase the repurchase rate of their affiliates through affiliate marketing, but not everyone can make good use of affiliate marketing to make themselves a beneficiary of Starbucks. In particular, many companies have invested a lot of manpower and resources to engage in member marketing, but the results have been minimal. The main reason is that on the one hand, little is known about member marketing, and there is no way to start; on the other hand, the most important point is that each company's situation is different. I don't know which member marketing method is the most suitable. .
For the first case of insufficient understanding of member marketing, let us first popularize the development of member marketing. According to China's pos machine network Xiaobian, member marketing is currently divided into four stages: barbaric push, targeted marketing, precision marketing and personalized marketing. From low to high, each stage has its own characteristics.
1, barbaric push: Most of the stage has no clear goals, the typical representative is spam, spam messages emerge in an endless stream.
2, targeted marketing: marketing at this stage has a certain direction, for some activities or people can have a purpose for marketing.
3. Accurate marketing: At this stage, the target group can be imaged for precise marketing promotion.
4. Personalized marketing: At this stage, members can be given a single portrait, personalized experience and push. Of course, this is also the upgrade of precision marketing, so that precision marketing is no longer targeted at the target group, but individual members.
Personalized marketing into the mainstream of member marketing
There is no doubt that personalized marketing is currently the most advanced and most effective marketing method. It is no longer aimed at a certain group of people or a certain type of person, but is tailor-made for the professional precision marketing experience, so that precision marketing is more Accuracy is an effective means to improve member conversion rate and achieve secondary marketing of members. For catering companies, personalized marketing is undoubtedly the best choice for member marketing.
Member marketing system makes personalized marketing possible
How to achieve personalized marketing? Personalized marketing is mainly to understand personal consumption habits and preferences, and then recommend products and services that meet the needs of the members. This seems complicated, but the smart member marketing system developed by many companies on the market can help businesses do this. The only thing that can be done is that the merchants may not be able to make good choices.
Xiao Bian carefully studied the catering software on the market. After comprehensively comparing the products of many companies, it is still more recognized by the Quebec network's gathering of food and membership marketing, not only because the system can help merchants achieve personalized marketing. Attracting more consumers into members, and the most important point is that in the post-member maintenance aspect, the system pioneered the function of “automatic maintenance to shop customers, intelligent matching marketing planâ€, which makes personalized marketing more precise, which is also the system. Unique advantages.
It is understood that "Gathering Foods and Members Marketing" mainly helps the merchants complete a whole closed loop of member marketing through three major steps (member conversion, automatic maintenance, and precise personalized marketing), and continuously increase the turnover.
1.To shop customers to convert members
Whether it is group purchase, self-media, food platform, advertising-drained customers, or customers through take-out, booking, queuing, ordering, payment, online and offline activities, can be maximized into a business owner.
As members continue to transform, the system can accumulate member consumption data, including amount, frequency, taste, preferences, evaluation, etc., which can help the restaurant to better understand customer needs, target customers, and accurately promote exclusive marketing for members. Member's secondary consumption.
2. Automatic maintenance of precipitation data
Turning customers into members is just the first step. The second part is to maintain members. Through preferential rewards and hundreds of activities such as micro-cutting price and sharing power, attract members to store consumption, constantly deposit members and their consumption data, establish a large database of merchants' own members, and provide big data support for accurate personalized marketing.
3. Accurate and personalized marketing to enhance the repurchase
By analyzing member big data, the system can depict accurate membership images, including membership consumption levels, frequency of consumption, consumption habits, consumer preferences, and consumer tastes. Based on member portraits and data algorithms, the system can uncover the potential needs of members. Based on the intelligent marketing platform, the system automatically matches the member requirements in the 100+ marketing plan, and then automatically pushes the exclusive marketing plan to each member. Different recommendation reasons and different preferential strengths, the members get the most needed offers, and the merchants It also saves marketing costs, while members return and the repurchase rate increases.
The richer the member data, the more accurate the member's portrait, and the more accurate the forecasting of the member's needs. On the member side, the precise recommendation algorithm independently developed by the queuing network can be truly exclusive, allowing members to feel their own uniqueness.
For example, member A has selected the [Spicy Chicken Diced] dish 13 times in 17 times of consumption, and the system can automatically trigger the set-up gourmet exclusive marketing plan and present the member A [Spicy Chicken] food coupon.
For example, if the birthday of member B is approaching, the system can automatically trigger the set birthday exclusive marketing plan, and give member B a discount of 6.8 percent on the day of birthday.
For example, if member C spends an average of 23 days in the store, and the member C spends 20 days last time, the system can automatically trigger the set time-specific exclusive marketing plan, and give members C food coupons or vouchers.
At the same time, after obtaining rich membership data, business data, and financial data, the system can diagnose the operation of the restaurant and provide marketing solutions for the merchants based on the results. For example, whether it is necessary to launch marketing for weekdays or lunch stalls or afternoon stalls, whether it is necessary to market for lost customers, whether it is necessary to focus on marketing certain dishes... Merchants can grasp the operation status of the store at any time through the system, and also choose one button. Intelligent marketing eliminates the need for professional marketing teams to facilitate easy operations.
It is worth mentioning that the accurate and personalized marketing process of the entire member has formed a relatively open closed loop. More and more consumers have become members, and more and more members consume rich data databases, which can be more and more accurate. Member maintenance, more and more members to the store for secondary consumption, such a continuous virtuous circle, help catering business scientific management members, and constantly increase turnover.
At present, many high-quality member marketing systems mostly stay in the accumulation of members, but they are still in the maintenance of members. The gathering and membership management system has created the function of “automatic maintenance to shop customers, intelligent matching marketing plan†in terms of member maintenance, which makes the accuracy of personalized marketing more vivid, not only can it accumulate members well, but also It is a good way to retain members and is significantly better than other member marketing systems.
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