Source: Shenzhen Business Daily
Membership system is quite common abroad. In China, "membership system", as a new marketing model, has been introduced continuously in recent years, and it has become increasingly mature in department stores, real estate, automobiles, beauty and other industries. When interviewed by a large building materials and home furnishing chain store in Shenzhen, the reporter found that interactive marketing such as "membership system" has been valued by more and more home furnishing stores that pursue service and marketing innovation. "Membership" marketing is becoming an important means for large-scale home shopping malls to lock in high-end customers, improve consumer satisfaction and enhance brand service image. Recently, Le Anzhu exclusively launched "Members' Special Day", "Members' Home Decoration Design Lecture" and "Limited Decoration of Main Materials Furniture"
Member value-added services such as "Time Group Buying" appeared. Shopping malls are keen on membership marketing. If you buy the main decoration material and are still choosing furniture, if you buy the main decoration material for the second time, if you want to get the whole "discount", if you want to get the priority of professional measurement, installation, delivery and other services ... all these can be unimpeded as long as you hold a "membership card" of a large home shopping mall. For home shopping malls, "membership sales" is not only the purchase of decoration materials and furniture, but also a means of promotion and discount. The practical significance is to create and maximize the membership value. During the interview, the reporter felt that the division of members in Home Building Materials Mall was more detailed, and the value-added services it provided were more attractive. The consumption of main decoration materials and furniture is high, which saves members more cost. Wu Shijun, general manager of Le Anzhu, said that the success or failure of membership marketing depends on the economic strength and marketing ideas of shopping malls, and it is also a comprehensive inspection of the service level and quality of shopping malls. Le Anzhu began to implement membership marketing in 2005. At present, there are more than 6.5438+0.3 million members. According to incomplete statistics, in the past two years, Le Anzhu has provided value-added services to its members and saved more than 30 million in the renovation process. The intimate service of membership system is widely praised. Home decoration and purchasing is a trivial systematic project, which takes money and time. Therefore, many members of building materials and home furnishing chain stores generally have their own unique needs, which requires stores to provide personalized services and reasonable "membership packages". It is understood that in view of this phenomenon, in the face of fierce market competition, in order to "carry out member marketing to the end", further interact with members and better carry out interactive marketing, Le Anzhu holds a "member tea party" and a telephone call back every month to listen to members' needs and suggestions extensively and make every effort to meet their needs. It is understood that Le Anzhu arranged unique activities such as "How to avoid and control decoration pollution", "Expert design" and "First Neighborhood Festival" for members. It is understood that the membership system of shopping malls has also been strongly supported by its merchants, and its brands have come up with special products for members, or launched more exquisite services at the request of members to create a pleasant shopping experience for members. It is understood that in order to celebrate "8? On the 4th anniversary of Le Anzhu, the supermarket chains Nanshan Store, Futian Store, Sungang Store and Buji Store are carrying out large-scale promotion activities of "Thanks for you, the whole city is shaking", and at the same time, they are also launching activities such as "limited time group purchase" and "exclusive preferential service for members", which have been recognized by members and attracted many citizens to apply for membership cards.