In this sharing, Mr. Ding Ding, a famous marketing expert and dean of the Fan Academy, is specially invited.
Dear friends in Teacher Bao's new retail forum, good evening, I am Tintin. Today, we have gone from the era of traffic competition and buying traffic from public domain platforms to the era of in-depth customer operations and monetization.
Recently, due to the repeated outbreak of the epidemic, I believe that all retail friends feel that whether it is a restaurant or a supermarket, the number of people entering the store has decreased. At this time, it is very difficult for us to pull new and incremental.
Starting from 2020, our company has been doing its homework around how to keep the stock from reducing and keeping the stock as much as possible. At this time, the core of what we need to do is a keyword - mining customer lifetime value . Whether it is private domain traffic, fan marketing, or membership system, its underlying logic is customer lifetime value.
The term customer lifetime value is not something that exists today. It has been in the marketing books in the United States more than 30 years ago. The so-called customer lifetime value refers to the sum of the past, present and future value of a customer. The calculation of customer lifetime value is actually related to its frequency, single product price, duration and other factors. The concept of customer lifetime value was born before the mobile internet, nor in the age of social media that thrives today. The same is the term customer lifetime value, which has changed a lot 30 years ago and 30 years later.
In today's mobile Internet era, we country email list will find that every customer is a terminal and a media, and at this time, our customer lifetime value is magnified n times.
When we consider the customer lifetime value, we have to consider the influence index of each customer, the number of shares he is willing to give you, and the number of distributions he can bring to us. Today, our customer is not just a concept of a consumer, he can be a concept of a consumer business, not only a consumer, but also a promoter, but also a business operator.
When we look at our customers in this way, we will find that the B-side of our business and the C-side of our users can be integrated with BC. We need to turn the flow of traffic into something that can be retained, and the amount of retention must be the largest. To the limit to tap the lifetime value of each of our customers.
When the concept of customer lifetime value has changed today, our membership system needs to change accordingly.
I recently put forward four rules for the construction of the membership system, and I will discuss it with you.
Rule 1 : To realize the digitalization of members .
This is for traditional companies that have not yet completed their digital transformation. At present, the situation of our enterprises, it should be said that the vast majority of enterprises have not completed the digital transformation. Only a very small number of top or excellent companies are ahead.
But as far as the membership system is concerned, as early as in the traditional retail era, most of our companies and merchants have adopted the membership model to dig deep into user value.
But here I must emphasize that in the era of mobile Internet, there is a big problem with our membership system, that is, online and offline members cannot be used universally, and the rights and interests they enjoy are different, which makes our customers Very inconvenient when consuming.
Think about it, many of our retail companies started their membership system offline, but in recent years, everyone has launched online business. However, our offline membership rights and interests have not been interconnected with online. In the past, our management of users was still very extensive. In the past, when customers were consuming, their requirements were not high, and they mainly wanted to buy the products they needed, but great changes have taken place in the past two years.
With the rapid development of our economy and the great abundance of materials, the previous situation of not worrying about the sale of commodities has turned into overcapacity. In the past, people looking for goods have become people looking for goods in today's era. Customers have become more and more critical, and he hopes to have better service and experience.