Point malls can be found everywhere in daily life, and point malls are often used to maintain customer relationships and promote consumption. A sticky points membership system, the core is the rights and interests of members, that is, the value obtained by members.
Only when members gain the expected value will they produce a "sense of belonging" and become loyal users of the product.
So how to reasonably design the rights and interests of members, think from 3 aspects:
1. What is the goal of the membership system: to increase revenue, active users, and improve user stickiness?
2. What resources do I have: What benefits can I give to my customers?
3, what do customers want: what do customers want, are they willing to continue to pay money?
The membership system is not enough to design the rights and interests of members, because the rich rights and interests of members are only a means of inviting customers to become members, and to retain customers, it is necessary to design a complete membership system, so that customers can truly become retained users and continue to consume.
The design of the membership system in the retention stage includes the design of the equity content and the mining of subsequent value.
The focus of value mining is to maximize the value of members, which is reflected in two levels:
1. Continuous consumption
2. Introduce new people
The design of the membership system in the retention stage can focus on these two aspects, and design a sticky mechanism to achieve the expected results:
1. The sticky mechanism of "attracting members to continuously access the product"
2. "Attract members to pay more" order increase mechanism
3. The fission mechanism of "old with new"
1. Attract members to continuously access products
Our goal is to visit the product multiple times in a short period of time (e.g. within a month) after the customer becomes a member.
If the membership rights rule achieves this goal, it will lay a solid foundation for locking in customer consumption and reducing customer churn.
If you want to lock customers in when they become new members, then what you should do is take the stickiness mechanism into account in the back-end chain design of the membership system.
The core principle of the design of the stickiness mechanism to attract members to continuously access the product is "frequency increase", and the stickiness characteristics are:
1) Multiple visits to the product
For products operating in the FMCG category, daily customer visits are undoubtedly the best state. Other industries may not need such frequencies.
It can be seen that defining multiple visits for the characteristics of the industry to which the product belongs and the characteristics of customer consumption is the primary task of the sticky mechanism design.
Then there's the question of where the design customer comes from.
What do customers do to access the product? It is also affected by the characteristics of the industry and the characteristics of customer consumption. The most common stimulus is the "offer to enter the product and claim it for free".
Clothing stores launch monthly activities: pick up a pair of socks for free at the store
Fast food restaurant launched "Member Day": on the 8th, 18th and 28th of each month, members enjoy the super discount of "plus 1 yuan to buy one get 1 free".
These are the sticky mechanism designs that motivate members to patronize the product
In addition to free collection and super special offers, in terms of services, some special forms of service can also allow customers to access the product multiple times.
From a social point of view, can the regular organization of offline meet-up activities by the membership club also effectively touch the member access product?
With this in mind, you can find a member stickiness mechanism that is suitable for the product to increase the frequency of visits.
2) Use the product multiple times
People who buy a lot aren't necessarily your loyal users, but if a person uses your product particularly frequently, then he's not far from a superuser.
We can also increase the number of times customers use it through the membership benefit mechanism.
"Punch card" commonly used in educational products
The air purifier product reminds members in the APP that "you have accumulated XXX hours of purified air, which is equivalent to delivering you fresh air from the XXXX section of the Fuxing carriage".
These approaches are all about encouraging members to use as many products and services as possible, emphasizing the power of accumulation. Coupled with chicken soup like "I'm getting better and better on a certain path, and thus beating 99% of my kind", it is complete.
I dried this cup of chicken soup, you feel free to do it!
Second, attract members to pay more
Members deeply invest in low-priced goods and then decide whether to continue to spend at high prices. This is the operational logic of low prices to high-priced consumption.
Another idea, when designing a promotion mechanism, you can lock the main goal in the amount of increase, so as to infer which equity rules or benefits can stimulate members to increase the unit price.
1) Design products that attract members to pay for multiple times
Attract members to pay more, require members to have a strong dependence on the product.
If you sell a car product, you can't expect members to keep buying cars. Therefore, for customers to buy multiple times, the product must have natural high-frequency properties
Of course, we can also set some rules to artificially increase the frequency of purchases by customers:
Milk powder chain product design "multiple purchase" rights, every Saturday regularly push 3 days validity of the product coupon, although the milk powder has not yet been drunk, but because of the limitation of time, will also stimulate members to hoard goods.
In order to increase the frequency, Luckin Coffee gives discount coupons to members who have recently spent, some of which are valid for 3 days, and some are even valid on the same day.
These are all effective examples of attracting members to overpay.
In addition, it is also possible to design a clear consumption scenario for members,
Selling shampoo products and clearly defining the purchase scenario of "women's exclusive" and "men's exclusive" can increase the purchase volume.
Milk powder chain products are designed to purchase scenes by age group, such as middle-aged and elderly, infant milk powder is also the same purpose.
There are also some toothbrush manufacturers in the packaging and advertising stress: experts recommend three months to replace, meaning that you do not need to say you understand.
There are two reasons for the low frequency of membership spending:
1. Price
The higher the price, the greater the cost of member purchase decisions, the lower the frequency of consumption, such as cars, real estate, insurance consumption, no one has nothing to buy a car to play all day, and the behavior of hoarding milk powder will not evolve into a car hoarding behavior.
2. Products
Products are not consumables, the frequency of user demand is low, and the frequency of member consumption will be low, such as down jackets, TVs, refrigerators, etc.
Natural low-frequency products, the frequency increase design strategy is: split.
It is to refine products and services, disassemble high-priced products, and separate low-priced products suitable for drainage and high-frequency consumption.
Buying a house and buying a car is generally allowed to be "down payment + installment payment"
E-commerce platforms buy large amounts of goods, and there are also white stripe phased operations
These are typical spin-off operations.
2) Rare privilege design
Members receive rare privileges that are doubly cherished, and the use of privileges is higher.
In jewelry products, design members are granted the "super" privilege of only 1 chance in their lifetime, and connect the super benefits with the "town store" goods, that is, high-priced goods or services.
The opportunity for members to experience high-quality, high-priced products in a very short period of time.
Similarly, design members to automatically get spending privileges on different topics every week and month, and use a small number of scarce privileges to attract users to better products or services, and once members find something better, the level of desire and demand will increase.
After a rare privilege is obtained, it is necessary to ensure timeliness and can be obtained periodically, but if a decision is not made as soon as possible, the privilege expires and expires.
Third, the old belt and the new fission mechanism
Fission is designed to give members the motivation to bring new customers, and is designed to obtain traffic at low cost.
When members want to get more, when they want to share benefits, when they want to work part-time to profit from it, it is time for the fission mechanism to work:
1) Want to get more
Members can receive a random amount of cash red envelopes or coupons for each purchase
After each consumption, members automatically get the red envelope notification pushed by WeChat, and click to open the received prompt: "You have a chance to double the red packet, do you participate immediately?"
A profit mechanism like this will prompt some members to want to expand their benefits and participate in activities such as doubling the red envelope or inflating the bonus.
If the red envelope expansion activity makes members feel very simple, in order to make their benefits bigger, they will have a greater incentive to do other active forwarding behaviors.
2) Share benefits
Sharing with others is another kind of cracking machine.
If a member, based on his or her own identity, has gained privileges that no one else can have, such as:
- No queuing
- priority
- discount
They will be willing to share these privileges with others.
Starbucks partner coupon, invite a friend for a drink.
After purchasing Luckin Coffee, you will give it to a friend who can have a free drink.
Fan Deng's "gift card", the old user can transfer different activity theme reading cards to friends.
These fission mechanisms have two forms of expression, one is that the members themselves do not benefit, simply share the benefits, and the other is to combine the first type of fission, benefit themselves and share the good things with friends.
3) Do part-time work to make a profit
The essential difference between doing part-time profits is that users create commercial profits as operators.
For example, micro-businesses: they strive to develop their own social relationships, sell products and services provided by brands, and get paid.
In the current society, this is a popular way of life, with both membership and operator identity, and all fission behaviors are active in order to make themselves profitable.
Add business rules within the membership system for members who are willing to promote and receive business returns in their business capacity to become product promotion partners.