The trend of consumption downgrade is significant, and at the same time, domestic products continue to seize the international share, and the competition in the luxury beauty track of the skin care category is becoming more and more fierce.
In addition, in the face of the impact on the Japanese market, how to break through the encirclement of brands needs to resist the loss of the large market, and also need to consolidate the existing brand crowd. How to revitalize the old customer groups of different categories, and at the same time use the store's own resources to stimulate the conversion of unpurchased members?
Because of its unique strategy and remarkable results, the CPB refined crowd operation daily case was selected as an excellent case in the industry by the Alibaba brand data engine, and was specially selected to be published in the customer case column on the official website of the brand data engine.
Next, let's take a look at CPB's solution to this problem.
The Japanese market has been hit
How can brands break through the encirclement?
At the same time, with the comprehensive promotion of the brand product matrix and the laying of micro touchpoints, the transformation of interaction and transformation will help brands strengthen the joint circulation between categories and cultivate the brand's own high-consumption loyal customers.
1. Efficient operation of each contact point to realize the flow of people and resist external robbery;
2. With demand labeling as the core, find a more accurate and direct repurchase preference in terms of the associated tendency of its own products, and further give full play to the advantages of high cross-category circulation of makeup and skin care;
3. Continuously enrich product recommendations in the community, plant soft grass, and add exclusive gifts with a sense of high value to further stimulate the consumption potential of community members.
Four steps to achieve brand sales conversion
STEP1：前期Lifecycle培育高潜人群。
Through 5 waves, 3 touchpoints, and 2 rights, Lifecycle reach is carried out for sample customers and new customers, from member care, product planting, to promotion of rights and interests, shortening the first repurchase cycle and depicting a new life cycle curve.
STEP2: Iteration of refined operation of the crowd during the event.
Starting from the needs & consumption power of consumers, we will cooperate with the mechanism to transform layer by layer. One side data locates the loyalty of different customer groups & brand consumption power; Based on the RFM model of old customers, the platform tag locates the category demand & platform consumption power, and finds: 1) brand old customers with clear needs; 2) Interested in the brand and have consumption power conversion; 3) Brand potential TA; 4) Upgrade the reserves.
At the same time, the mechanism + goods + exposed points are closely coordinated to penetrate the core concerns of different echelon consumer groups.
STEP3：跨类目高频流转提升复购。
For old skin care customers, combined with theme activities, enrich the purchase scene (such as: community makeup theme week), and accurately screen skin care customers who have base makeup needs in the near future); For old makeup customers, screen recent skin care needs, try to upgrade across categories, and at the same time cooperate with the community to enrich purchase scenarios (such as: community carving/diamond light/luxury care theme week).
STEP 4: Focus on consumption attributes from social attributes.
The social position has completed the planting of grass, and the consumption position has completed the transformation. Through AI outbound calls & MMS, the content matrix is fully laid out in the community, involving brand promotion, PR activity promotion, consumer demand survey, product efficacy/ingredient planting, product matching recommendation, member rights and interests explanation, big promotion purchase strategy, live broadcast preview, etc., and finally the community jumps to Tmall to complete the conversion.
The end result
Achieve 4 times the conversion of closed customer orders
1.会员客质提升会员客单：2,xxx （vs LY +6x%）；老客复购率：5.x%（vs LY +0.x pcts）；新客二回率：5.x%（vs LY +1.x pcts）。
2. The repurchase cycle is shortened, and the 30-day conversion of sample customers is close to 0 compared with last year, which is increased to 0.x%, and the customer order is increased by 5x%; The 60-day conversion rate of a new formal customer increased by 1x%, and the customer order increased by 1x%.
3. The cross-category repurchase and circulation of skin care to makeup increased by 6x%, the makeup to skin care rate increased by 3x%, and the overall customer order during the event period increased by 4x%.
4. The D11 conversion rate of cross-domain drainage community members reached 1x%, and the transaction order was 4 times that of the store.
Based on the above case analysis, Acxiom is becoming more and more mature in terms of its ability to refine the operation of the population. We also learned that Taotian Group recently released the list of honorary ecological partners in the Tmall FMCG industry, mainly focusing on industries such as beauty, mother and child, personal care, and home cleaning. Acxiom Wins Gold Partner Award!
Looking ahead, we will continue to maintain a close working relationship with Tmall to explore more business opportunities in the digital era." We will continue to improve our operational capabilities and service levels, help brands provide consumers with better products and services, and inject new vitality into the long-term development of the brand.