[E-commerce 100 Questions 66] How to design and use the membership rating system?

The 66th episode of E-commerce 100 Questions tells you how to design and use the membership rating system, so that you can make money every day and be helped by God. In the previous article, we shared the importance of the membership system and how to distinguish members. Now we are going to enter how to design a membership rating system and how to use this system, but before discussing this, we must first clarify The following three questions will allow you to design a membership rating system that suits you.

Three questions before doing membership ratings

Before we start designing a membership rating system, we should consider three questions:

1. What value can this membership grading system bring to consumers?
2. Is this value really what consumers need?
3. How much value can this membership system create for consumers, and can it really attract them?

Only after you have thought about the above items clearly, can you achieve a member-centered grading system design, and I also suggest that when you think about it, you should first return to your identity as a consumer. Looking forward to joining a membership or membership upgrade, what benefits can you bring to yourself?

This question is actually talking about a consumption scenario. For example, if we join the members of the online course platform, they will provide me with discount coupons or points after consumption, which can be used to convert into discount points for the next course purchase, then why do they not What about the introduction of membership tiers? Should the introduction of membership tiers promote more sales?

Before answering this question, we can review the logic of membership grading " in order to find out those who like our brand and are willing to continue to consume or introduce to other consumers ", and through giving honorable service, so that they have greater adhesion with us. But in this case, it is not suitable for us to put it on these course platforms. Consumers are not willing to buy one more course just because they are 5% cheaper than others when buying courses. Most of the demand for consumers to purchase courses comes from the lecturer or the content of the course meets his needs. That is to say, the method of membership grading is not suitable for the course platform. Digression, if you take a certain class, it will give you extra points when interviewing for a certain company, which is also a good driving force.

To bring the topic back, it means that membership grading is not necessarily suitable for all sales scenarios. We must first consider whether your product attributes are suitable for membership grading, and then consider how to do membership grading. And how to judge this thing is to consider our sales scenario. Whether your product attributes have the characteristics of frequent repurchase, whether your product attributes are suitable for most people or belong to a certain group, whether your product types are enough, etc. Because there are many things to consider, let’s mention one first Very basic concept, the more consumers buy here, is there likely to be more benefit?

How Carrefour does membership grading

For example, Carrefour has a VIP card that can only be issued with a consumption limit of more than 100,000 yuan a year. This card basically has the following five functions:

1. You can accumulate 1.5 bonus points for every 1 yuan spent (ordinary members accumulate 1 point for 1 yuan)
2. In the birthday month, the maximum checkout amount will be given 30 times the points, and the maximum reward will be 1.5 million points
3. There are VIP stores in shopping malls and food courts, providing you with exclusive discounts
4. Enjoy shopping at Carrefour, free home delivery service
5. Unlimited spending on the day of shopping, free parking for 2-6 hours

Okay, so here comes our question, what do you love to buy, can Carrefour also buy it? I think the answer should be yes, then for consumers, if I buy the things that would have been sold in various stores For the things I want to buy in stores or supermarkets, I will go to Carrefour to buy them, and it will not cause any trouble for me. And I can also enjoy free parking and free home delivery services, then I can go shopping with an empty car, go home with an empty car and wait for delivery. Will this card be more attractive to consumers? Then you will know what the logic of Carrefour's membership management is.

How to get member benefits

Well, let's continue, why does Carrefour provide such member benefits to members instead of other preferential plans? We can use one word to explain "member expectations", which means "you want me" As a member of yours, what do I expect from me in return?"

In fact, there are many types of member expectations:

• Additional value: free points on purchases, double birthday points, birthday discounts, free airport transfers...
• Convenience in life: American Express black card holders can dine at Michelin restaurants without reservation, and some mall membership card holders can enjoy reserved parking spaces, reserved dining spaces...
• Free gift: free car wash once a month, free roadside assistance on call 24 hours a day...
• Personalized services: birthday cards, birthday messages, airport VIP lounge services for members, regular SPA...

In fact, a large part of the membership benefits that you can provide to consumers is determined by what resources your company can use. It is like saying that Carrefour usually has its own parking lot, and it is not much money to exempt parking fees, but However, we can increase the shopping time of consumers in this way (anyway, if you stop for one hour, you will stop for two hours. It is better to walk slowly and buy slowly), then this benefit can actually improve our business in disguise. Forehead.

Then it doesn't matter if your home doesn't have a parking lot. You can think about whether there are suitable stores nearby to cooperate with. For example, Carrefour will sign a contract with the food street so that VIP members can enjoy additional discounts. These are all points to think about. .

Common Misunderstandings about Membership Rating

Many companies that have their own membership system will use this system as a panacea. If members are not active, they will do preferential activities. If members do not consume, they will send discount coupons or cash points. What do members communicate with?

But to put it bluntly, if membership management is so simple, why do you need a position like a member management specialist? You can also arrange the system to send discount coupons regularly every month. Therefore, membership management is actually a very detailed matter, and the following two points are the most common membership management misunderstandings:

1. one-sided offer
2. Do it if you remember it, don't do it if you don't remember it

Table of contents

• Three questions before doing membership ratings
• How Carrefour does membership grading
• How to design the membership benefits of membership levels
• Common Misunderstandings about Membership Rating
• Common Misunderstanding of Membership Rating 01: Unilaterally Give Discounts
• Common Misunderstandings of Membership Rating 02: Do it if you remember it
• The design logic of membership classification
• Design logic of membership classification 01: Moderation principle
• Design logic of membership classification 02: The name of the class is the membership status
• Design logic of membership classification 03: Design appropriate upgrade rules
• Advanced application of membership rating: wake up sleeping members
• Advanced application of membership rating 01: Common practices for waking up sleeping members
• Advanced application of membership rating 02: A great trick to wake up sleeping members
• Summary: Membership rating is the most important basis for membership management

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