According to data, acquiring new customers costs five times more than retaining existing ones. Additionally, nurturing customers into members is crucial for sustainable brand growth.
Members are valuable, but managing them is challenging. Each member has emotions and preferences that change over time, not just a conversion statistic. It’s hard to engage consumers meaningfully without a “people-centric” approach, focusing solely on the brand’s perspective. For instance, if online and offline systems aren’t integrated, members can’t easily access their order information across channels, reducing their willingness to connect with the brand.
The Most Effective Tool for Revitalizing Customer Relationships
With OMO becoming mainstream, having brick-and-mortar stores, multiple online channels, and social media platforms is standard for brand communication. However, many retail brands struggle with integrating these tools cohesively.
The industry has shown that APPs are effective for member engagement. An App that integrates other tools and provides multidimensional insights into member behavior is essential for deepening relationships and implementing CRM strategies.
Data from the 91APP retail research report indicates that 30% of traffic from a brand’s official APP can generate nearly 60% of sales, with 70.6% coming from member repurchases. The key advantages of a brand APP include a convenient shopping process, comprehensive data accumulation, and low-cost marketing push notifications.
For retailers with multiple stores, diverse product offerings, and large memberships, services like shopping, membership, and payments are often spread across various tools or systems. Consolidating these functionalities into one official APP while integrating online and offline member data helps brands manage customer data and implement precise marketing.
D2C Strategy: Ensuring Channels Complement Each Other
In the D2C (Direct-to-Consumer) era, it’s crucial for different channels to have distinct roles while complementing each other’s strengths. A well-planned and accurately positioned channel strategy allows for seamless interaction between channels, enhancing member relationships.
For example, joining a brand’s LINE official account is almost effortless, helping attract new customers. The LINE account can incentivize new customers to download the brand APP. With its intuitive and smooth interface, APP handles e-Commerce orders, periodic discounts, reward points tracking, and reward redemptions. In-store, CRM-equipped staff can access customers’ purchase histories and preferences to recommend suitable new products, encouraging further online purchases with accumulated points.
Improve Overall Repurchase Rate Across Brands
For groups with multiple sub-brands, it’s essential to maintain distinct brand characteristics while ensuring cross-brand member communication with CRM to enhance overall member contribution. The fundamental strategy will be creating a “group membership system,” which allows members to purchase and enjoy consistent benefits across all the brands with a single account. This approach encourages cross-brand shopping and fluid customer movement between brands.According to 91APP retail research, members who explore different brands and engage in cross-brand consumption contribute more r than those who only shop in a single brand.
In an era where member management serves as the foundation of brand competitiveness, brands should leverage diverse strategies and digital tools to deepen member relationships, cultivate high-value brand enthusiasts, and continuously drive sales through omni-channel efforts. For more member management strategies, download the 91APP “2023 Brand Commerce Trend Report.”
