How to build a membership system is mainly divided into four parts, namely, dividing a reasonable membership level, dividing the points corresponding to different levels, dividing the rights and interests corresponding to different levels and measuring and measuring the cost of rights. The following focuses on the part of luxury e-commerce in dividing membership levels.
1. Determine the key indicators for classification
The RFM model, which is a commonly used user level classification model for e-commerce platforms, is adopted. At the same time, based on the fact that the products sold on the platform of the author are durable products, the time control range for the RFM value is within one year:
R: The last consumption time. Consumers who spend more than x days have a higher probability of churn;
F: The consumption frequency of the user. Users who spend more than x pens in one year have higher loyalty; conversely, lower loyalty;
M: The consumption amount of the user. Users who spend more than x yuan in one year have higher purchasing power; otherwise, the purchasing power is lower;
2. Determine the threshold - the x value
You can use the rule of twenty-eight for division. The following uses the M value as an example:
First obtain the historical order data for one month country email list for statistics (the following data are virtual data);
Calculate the proportion of users in each order amount segment and divide the x value. If it is greater than x, it is high, and if it is less than x, it is low;
The author found from the data of the R value that the distance of the last purchase time for the platform does not represent whether the user is losing. Because the products sold on the platform are relatively single, it is understandable that the cycle for users to repurchase is long. Therefore, in practical applications, I only select the F value and M value for consideration. Of course, the evaluation indicators can be added according to the subsequent situation.
This shows that the user value indicators of each platform are different. You can add or delete assessment indicators according to the actual situation of your own platform. Do not copy the model mechanically.
04 Thoughts on the membership system
I have seen such a sentence in other articles, and the author agrees very much - "The membership system is the icing on the cake, not the help."
In fact, the membership system is more like a reward function that gives benefits to high-value members. Users may choose this platform first because the membership benefits given by the current platform are attractive enough; however, due to the high threshold for obtaining growth value and the long period of time required, users are unlikely to be attracted by the membership benefits of the next level. , and frequently come to the platform for consumption. Therefore, if we use the membership system or the points system as a life-saving straw to improve retention, the results often backfire.