In the retail industry, membership management is a strategy and operational approach designed to attract, retain, and build a strong relationship with customers to boost sales, increase customer loyalty, and provide a better shopping experience.
Membership management is a big specialty, and although it is not as obvious as luxury, it is still crucial.
There is an important data analysis model for member analysis is the 28 analysis method, interested friends can take a look at this article: how to recommend suitable financial products to potential buyers through data analysis to achieve targeted marketing
Volume-related indicators:
Number of new members.
Proportion of new and old members in the event.
Proportion of new and old non-members.
Quality-related indicators:
Proportion of high-level members in the event.
The number of active repurchases.
In the context that the shopping experience without leaving home has become a necessary demand for most consumers, the author uses the company's development strategy and goals in the past five years as a reference, and explores how to help the company achieve the goal of membership through data analysis, that is, by December 2021, the total number of members in 80 stores will reach 2.2 million. Here's how it works:
1. The overall situation
The status of the 10 stores selected by the author and the overall situation of their members are as follows:
Conclusion:
2. Add member analysis
The author analyzed the new membership method based on the experiment in three stores, which were: self-service machine membership, and compared it with the shopping guide counter membership, web membership, and app membership that have always been available, to see which membership method is more favored by customers. Among the 10 stores, 3 stores are experimental stores, and the data confirmation is carried out in the form of experimental stores vs non-experimental stores.
Conclusion:
3. Loyal member analysis
The author first confirmed the number of members and the purchase status of the membership level, and then confirmed the product category preferred by the premium member (platinum &**).For the purchase Xi of high-quality members, the purchase frequency and customer unit value are analyzed. Therefore, it is expected to retain loyal members in terms of product category enhancement and support for members' purchasing Xi. In addition, we have analyzed the payment methods for each level of membership, please refer to the conclusion section for details.
Conclusion:
4. Analysis of lost members
The authors focused on the product categories of their own stores and analyzed the questionnaire data of the store satisfaction survey. First of all, we confirmed the changes in the categories of products that were most frequently purchased before the loss of members and the number of SKUs in the top 5 categories.
Conclusion:
5. Analysis of the reasons for the loss of members
The information of the store satisfaction questionnaire was collected in order to obtain possible causes of member churn.
Conclusion: Get the address of the complete template, you can try self-service analysis by yourself