A few days ago, I read Mr. Zhang Liang's related articles on building a membership system, and conducted a review of my company's membership system.
Today, I talked about the "membership system" and "gold coin (points) system" that many companies want to do. In fact, it is more of a reflection on the membership system that I have experienced.
Zhang Liang's article is divided into 4 parts.
Membership system framework definition;
User data cleaning and stratification;
Sorting and importing equity resources;
On-line trial operation, and make country email list corresponding adjustments and optimizations according to the data;
Membership System Self-Reflection
Membership System Framework Definition
Framework Definition Teacher Zhang pointed out the following three aspects:
1. Define the purpose and goals behind the implementation of the membership system
The essence of membership is differentiated marketing for users. Through this differentiated marketing, the following four purposes can be achieved:
Improve user retention;
enhance user value;
receive membership fees;
Build traffic bridges;
The goals of membership are mainly the following two:
It is to let ordinary members develop into high-value members through traffic bridges and operation strategies;
Increase the LTV of high-value members;
2. Define the audience for the membership system
The audience of the membership system can be some users or all users.
The membership design of some users, such as: Sam's Supermarket, coasto, and Jing Plus, can only be consumed by purchasing a membership.
The membership design of all users is such as: Ali's naughty value members, and classic QQ-level members.
3. The closed-loop journey of designing the membership system
The membership system is not an isolated set of systems, how to make users recognize the existence of the system, experience or feel the value that the system brings to users.
How the system gives feedback, how the feedback reaches users, continuously accumulates positive incentives, and encourages users to move forward to a higher level, this is a closed-loop journey.
In summary, the shortcomings of our member design in [framework]
First of all, the nature of the company is a social e-commerce for mothers and infants. It is a product that is medium and high frequency + just-needed, and is more suitable for building a membership system.
In fact, when our system was originally designed, it was intended for all users, but after going online, it only increased the value of some users. In terms of improving user retention, building traffic bridges, and charging (we open it to users for free) There are deficiencies, and the result is that the "28 rule" is obvious.
Even though the value of high-level users (retention + consumption) is effectively improved through the membership system, it ignores the perception of membership rights and interests of most low- and middle-level users.
To put it simply, without a good membership upgrade guidance strategy, the membership system has a weak role in 80% of users.
4. Cleaning and Layering of User Data
This part focuses on two aspects:
1. Use the existing data to construct the basis for the division of membership levels
Generally, the membership level of e-commerce is divided according to the RFM model.
The model describes the user's value status through three indicators: a user's recent transaction behavior (R: Recency), the overall frequency of transactions (F: Frequency), and the overall transaction amount (M: Monetary). Divided into 8 categories.
In the RFM model, R is the time proximity, that is, the closer to the statistical time, the better;
F is the consumption frequency, which is the number of consumption in the entire statistical period, the more the better;
M is the consumption amount, which is the actual consumption amount in the entire statistical period. The higher the amount, the better.
I found a picture of Mr. Zhang Liang as an example, and through the RFM model, a chart similar to the following can be obtained:
Membership System Self-Reflection
As shown in the figure above → within 92 days, the key node is to complete the first consumption, the second consumption, and the fourth consumption.
Each node has a different value:
The first consumption is the first actual relationship between the user and the business.
For the second consumption, the user generates actual value for the business, and the two parties generate value exchange.
For the fourth consumption, users begin to establish loyalty to the business and have a foundation of trust.