"Customers are not loyal to the choice of clothing," and we often hear such exclamations at distributors. However, in fact, more and more homogenization of goods today, consumer loyalty training, not only need advertising, public relations and other external factors, but also need practical strategies and consumer interests related to the "internal", so , The role of VIP customer service system is highlighted. 20% of customers create 80% of the performance, many clothing brands and distributors fully aware of this, so now consumers are all brands of large-scale "enclosure." Flip pockets, everyone seems to have a few VIP cards, but these VIP cards really play a role in it? Survey shows that 28.9% of consumers for VIP card because the VIP card can help save money; 27.5% of people do card because VIP card can bring convenience to consumers and save time. However, in contrast, nearly 60% (57.5%) of consumers said they did not receive any VIP service after they handled the VIP card. Only 7.0% said that they did enjoy VIP service. [Case] ​​Mr. Liu's children's wear brand stores opened in a third-tier cities, the beginning of the shop, Mr. Liu established a VIP customer management system, including customer information management, promotion system, discount rate, but slowly this system flows in form. Because the small town, the population is small, Mr. Liu's shopkeepers are so few people, familiar with the natural is VIP, discount is a must, according to different customer familiarity, Mr. Liu to the shopping guide provides 7-9 fold Discount rate, and some products can be folded off, so shopping guide to grasp. The VIP customer's daily maintenance left the contents of the birthday to the customer to send flowers, often inform the customer, the customer did not come, take the white flowers, this service is very boring. Over time, Mr. Liu felt that this VIP card is a waste of resources, because the problem of VIP, the price of the goods in the store can not be uniform, hospitable customers are hoping to discount, VIP lost its meaning, to do VIP maintenance, according to Mr. Liu's wife's idea, Not as good as doing a few notebooks, register customer information, even if a certain amount of VIP consumption, after the customer on the phone and name of the newspaper, shopping guide look at the laptop, on the give discount, but also cheap and good operation. I believe Mr. Liu's VIP management bottleneck is not the case, but how to do VIP management, enhance customer loyalty it? I reference a few VIP service more powerful dealer model, summed up some of the ways: VIP grade promotion Suying in the north of the mall operating children's clothing brand, in addition to shopping malls provide membership card discount system, she also specifically produced the brand VIP grade promotion system, customers first shopping over 500 yuan can get a VIP card of the brand, the next shopping you can enjoy 5% discount, a month to accumulate 1,000 yuan, you can enjoy 10% discount, the cumulative next month Up to 2000 yuan can enjoy 85% off until 50% off. However, if there is a break in the spending of VIP customers midway, the discounts she enjoys will be automatically upgraded until it reaches 95% off. In addition, Su Ying's brand does not participate in other promotions organized by shopping malls, thus not only ensuring the vested interests of VIP customers, increasing the gold content of VIP cards, but also enabling customers to accumulate more spending on the brand for more benefits. Su Ying's VIP customer level promotion system first month in February the third month in April the fifth month in June the seventh month in August the ninth month in October the total consumption of 1000 yuan 2000 yuan 3000 yuan 4000 yuan 5000 yuan 6000 yuan 7000 yuan 8000 yuan 9000 yuan 10000 yuan discount 95% discount 9% discount 85% discount 20% discount 75% discount 7% discount 65% discount 55% off 50% discount VIP points rules At present, the world's most popular customer incentives there are "points system." Consumption amount and the score into a direct proportion, and in accordance with the customer points to reward. Commonly used points are: (1) cumulative spending points - such as spending 1 yuan or 10 yuan for 1 minute, creating a chase effect; (2) referral points - to introduce other customers to become VIP members, rewards ; (3) birthday bonus - such as giving customers such rewards, customers will be touched by the accident, so that they have a good impression; (4) visit points - such as frequent visitors, even if there is no consumption, , To give a certain point; (5) Redeem points - there are certain points, you can redeem discount coupons, gifts, vouchers, and finally with enough incentive to retain VIP, to achieve the purpose of recycling consumption. For the integral feedback, the dealer should make according to the VIP customer's demand. For some customers who pursue the quality of life, the integral feedback gift must emphasize the brand and the quality, such as the daily necessities, the Swiss army knife, Etc., or simply for the convenience of rebate points can also be the end of the cumulative points over 30,000 returned 3% voucher, 30000 the following part of the return of 2% and so on. VIP feedback activities At present, in addition to the most basic promotion system and integral system, many brands in the face of VIP services more diversified development. Some brands also built a special service VIP club. Mr. Liu Dongyi from Hebei, after becoming a loyalty bird VIP member, is interested in some activities planned by the club: traveling by the Yellow River, physical examination, and other group activities. For Mr. Liu, the most important thing is to let him hold on to the annual medical examination. Mr. Liu said that in the past due to the busy work, although the physical examination will be arranged, but the day of physical examination or something lazy, do not go. VIP club since the launch of a free medical examination, the company's staff will start some time ahead of time to call or text message to remind myself that the day before the physical examination to call you to note the next day and then send a text message to remind not to eat, attitude super Well, hard to refuse. Now he is also beginning to pay more and more attention to the health of the body. France to send a diamond-class VIP customers Zhu said that in recent years VIP customer service is very rich, very innovative. Last year, he and other nearly 100 VIP customers went to Italy, France and other European countries to play, but also to visit the local organization of large clothing exhibition, so he felt great success. Mr. Zhu said: "Compared with spending points for redemption of products, not as good as these value-added services come to make people feel more cordial brand service." Mr. Ma Henan dealers, operating a casual men's clothing four years ago, Training more than 20000 VIP customers, and VIP customer spending accounted for more than 50% of shop consumption. His secret is to arrange quarterly VIP spending special, with the shortest possible time, the lowest discount clearance, a large VIP consumer groups to ensure that his inventory of goods quickly cleared. In the view of non-VIP customers, Mr. Ma's brand has never been compromised, but his family has never been in stock, which is the role of VIP specials, quarterly clearing ten days before, VIP customers have received a text message notification, enjoy This annual discount event. VIP information record From the moment customers fill in their VIP information on the card, they have become the brand and the family of dealers, emotional marketing for customers is essential. On the morning of Valentine's Day 2003, tens of thousands of gifts were sent from EW through courier to Evan's VIP customers. These are some "ambiguous" gifts - a dessert, a rose, and a pink card with "Eternal Love - Evan". This gift surprised many men. Some civil servants did not even dare to look at the presents in the office and had to secretly get the bathroom open. When it was discovered that they were well-prepared gifts for the companies they bought clothes, the customers were surprised by the initial surprise, and many immediately showed off their packaging to their colleagues and made a live ad for free. Many brands and distributors have chosen to give customers a surprise on the VIP birthday, but the choice of gifts and the way of emotional communication have become even more important. In addition to the above points, different brands of VIP members can also enjoy the high points of the designated day points, to participate in membership activities (such as VIP Member Day, the annual fixed VIP feedback, etc.), enjoy the culture classroom (such as how to effectively manage money, decoration, how to make up and maintenance , Brand salon and other courses), eliminate gifts, annual awards, other special merchants discount and other privileges.
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