I have been a "member" of many companies, whether it is b2b email list an "equity-based member" of online shopping malls, knowledge payment, and video sites, or a "stored-value card member" of offline catering, beauty salons, and gyms. One of my favorite restaurants, Xibei's members impressed me the most. Last year, four friends and I had dinner at Xibei, and we spent more than 600 yuan (the unit price of this order is not too expensive). After eating, I was about to scan the QR code to check out. The waiter recommended a "299 annual fee membership", saying that the checkout can be much cheaper and can be used for a year. Who doesn't want to take advantage of it?
Positioning Xibei members' in-store coupons b2b email list and online mall coupons point to two scenarios: arriving at the store and arriving at home. But no matter which scene, it is not very attractive. So the purpose of designing members is to increase repurchase or visit the store? Or is it just to increase revenue? This should not have been thought through before designing. 2. Equity Design Good membership rights must meet the needs of the vast majority of users, whether explicit or implicit. One of the core benefits of the KFC God Card is 40% off dine-in breakfast and free delivery for delivery. It directly addresses the pain points of users' discount needs. During the epidemic last year,
And Xibei members cannot meet the needs of most users. For example, the membership price of dishes is 119 yuan for the original price of 129 yuan for "small pot beef"; the original price for 189 yuan for "roast leg of lamb" is 179 yuan. Most of the single product discounts can save an average of 3-10 yuan depending on the unit price. Is this really attractive enough? 3. Pricing Moreover, the price of 299 is slightly awkward, neither high nor low. A higher value can make the rights more attractive, and a lower value can increase conversions, and at the same time, it can improve customer repurchase and referral, and tap more value. 4. Pull a new scene If I were the store manager,