Where do high-cost convenience stores win?

Convenience store industry is at the tip of the storm, there are statistics, the past 12-18 months, about no less than 1 billion U.S. dollars in capital, including BAT, Jingdong these giants many times to use the so-called Internet model to attack the convenience store, however, unreasonable rigid logistics costs and unreasonable diversion costs lead to the capital has never been able to break through, behind the convenience store as a logistics node and the entrance to the passenger flow These two irreplaceable advantages, logistics and passenger flow is essentially a user or member, according to the China Chain Store Management Association statistics, 55% of the enterprises have established a membership system, and sales of enterprises with a membership system is steadily increasing.

Mapping the specifics of membership

Who is competitive in offline stores and online stores? It's offline. The cost of customer acquisition in offline convenience stores is much lower than online. According to relevant statistics, the cost of customer acquisition in the No. 1 store is 120-150 yuan per person, and in the case of the whole family, the store rent divided by the number of customers is almost 0.8-1.2 yuan per person.

Since May 2014, the family has launched customer loyalty management (CRM), hardcore fan management (Fans) and customer lifetime value (CLV) management system, trying to find their "God". Among them, the CRM system centrally analyzes the RFM value of "God" through big data, i.e., the three values of "how often you don't come, how many times you come, and how much you spend" (monetary). monetary)". In the first six months, 2.49 million cards were issued and 2.08 million members were actually registered. This allowed Family Mart to know who the consumer really was, as well as his/her phone number, gender, and other relevant information. And it gradually completes the consumer labeling by marking the consumer's purchasing behavior at Family Home and other partner merchants. At present, 29.4% of the consumers of the whole family are the "post-90s" to "post-95s" group, and 92.2% of the consumers were born after 1980.

A 7-Eleven customer survey showed that "31.6 percent of shoppers at 7-Eleven are in their 30s, and 56.1 percent are in their 20s. Among the occupations of the visitors, company employees account for 3/4," said Hiroshi Wada, head of 7-Eleven's merchandise department, adding that in terms of the ratio of men to women, female customers account for about 65 percent.

Precisely targeting members' needs

After clearly recognizing what kind of people their members are, and what kind of shopping habits and characteristics they have, convenience stores need to precisely market and match them with the types of products and human services they offer. In other words, from who the customer is to define what goods we want to sell. By stringing together online and offline channels, we will know more about what kind of time our members will spend through what kind of channels, so that we can provide more goods, experiences and services to them.

Stimulate member activity and attract newcomers

1, through the above handsome selected accurate members, we have to stimulate them to consume through regular activities to increase the stickiness of members and merchants. For example: member discounts, member coupons is a means to stimulate member consumption. Online: We can stimulate new customers to apply for membership cards by marking the limited preferential price of member goods, issuing discount coupons for offline goods, guiding members to purchase in offline stores, which is convenient for merchants to track and count their customers, and at the same time, save the cost of online publicity. Offline: different members to distribute personalized coupons and promotional methods, so that such groups of customers to increase the number of times to the store, and thus increase customer loyalty.

2, in order to make members more active, we can use the points of the various rules to let consumers feel that "points are better than money, more valuable, more precious", such as 10 yuan of goods, points 5 yuan can buy, or the provisions of certain goods can only be purchased with points. Let consumers know that they still have money in the convenience store, thus increasing the frequency of users to the store.

This article is taken from Beijing Business News

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