9 detailed questions related to e-commerce membership level planning

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amihaaharum
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Joined: Tue Apr 12, 2022 9:46 am

9 detailed questions related to e-commerce membership level planning

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Membership level planning is the basis of membership management. At present, there is no unified standard in the e-commerce industry. Because it involves the vital interests of users, the setting or modification of every detail may cause user dissatisfaction. [url=https://www.latestdatabase.com/phone-number-list/]phone number list][/url]phone number list What we have to do is to try our best to make things happen. Do it right. This article is some of the questions and thoughts that come to my mind. 1. What dimensions does the e-commerce membership level include? The value used to measure the user level is called differently for each company, and we will call it the value score for the time being. phone number listAs can be seen from Figure 13-1, the value score is mainly composed of two parts: consumption and activity. Consumption includes amount, frequency, duration, etc., which is actually the RMF model.

Activity includes login, evaluation, sharing, etc., of course, it is related to sales. user behavior. Figure 13-1 Membership level composition (Image source: JD.com, Tmall, Suning)2. Should consumption and activity be counted separately? As can be seen from Figure 13-1, JD.com and Tmall both get the final membership value points from the consumption, activity and other dimensions. Relatively speaking, activity-related behaviors are relatively easy for users to complete, such as: completing a sharing, Users can get value points, and Suning counts consumption and activity separately. In addition to sharing, you must purchase before you can upgrade. phone number listSo the question is, do users have to buy to be a member?First of all, for new users, there is generally a newbie gift package, the purpose is to realize the user's first purchase, and there is no need to pass the membership level to make restrictions; Secondly, the membership rights and interests of e-commerce are basically related to purchase. Even if the user obtains the membership level through sharing, it does not make any sense not to purchase;

Finally, from the perspective of membership level first easy and then difficult, it is not suitable for low-level members to set more thresholds for users, especially for products in the start-up stage, which are mainly based on new ones, which are more suitable for unified calculation of news and activity. 3. Should the calculation rules be transparent? As can be seen from Figure 13-1, JD.com's member value points include consumption, activity, account, Xiaobai credit, and reputation. Among them, consumption, activity, and account are several parts.

How many value points a user can get by completing a certain task is Very clear. However, phone number list it is not clear how credit and Xiaobai's credit are calculated, and it is not clear how the final value score is obtained. phone number list It can be said to be a semi-transparent calculation rule.Similarly, the Tmall value score is composed of shopping points, reward points, and basic points. The score of each major item is clear, but it is not clear how to calculate the subdivision items, and the user's score for completing a specific task is also unclear. And Suning's growth value, shopping days, subdivisions and calculation rules are very clear. phone number listThe calculation rules are not transparent to the user. phone number list The user does not know how much reward they will get after completing the task, and they suspect that there is a black box operation. In the long run, users can actually perceive whether they get the same rewards for doing the same tasks.For users to be clear and transparent, the advantage is that it has a clear promotion effect on user behavior. phone number list The recommended user behavior can be set with a higher score to encourage users to complete it first.
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