BI讲堂｜某化妆产品客户与产品购买分析

Classic member Understanding-Only Purchase 1 times

对经典客户的了解-只购买过一次

BAs contact with Members and Know about Product A

柜台销售同会员的联络及对产品A的了解

54% Members first learn about from counter.

54%的会员会在柜台了解产品

Members don’t receive calls from BAS often.

会员不会经常收到来自柜台销售人员的电话

38% Members Bought body and face product both.

38%的会员身体和脸部产品都会买

Benefits of membership

会员利益

Services of Product A

化妆品A的服务

Benefits of membership

会员利益

Benefits of Gold membership

金卡会员利益

Lapsed User Understanding-Face & Body Buyers

对流失客的了解-脸部和身体产品的用户

BAs contact with Members and Know about Product A

柜台销售同会员的联络及对产品A的了解

60% Members first learn about from counter

60%的会员会首先在柜台了解产品

Members don’t receive calls from BAS often

会员不会经常收到来自柜台销售人员的电话

Services Lapsed users experienced

针对流失客体验的服务

Body& Face LapsedUsersthink -

身体和脸部产品流失客认为-

-Same: Almost nobody joined VVIP Event, Beauty Chat, or Trimming Eyebrow.

-相同点：几乎没人参加VVIP活动，美丽讨论或者修剪眉毛。

- Different: Body lapsed Users mostlyreceived DM/SMS & shopped in MA/SA whileFace lapsed Users mostly received DM/SMS and got testers.

-不同点：身体产品的流失客更多收到邮件、短信及在MA/SA购物，而脸部产品流失客更多收到邮件、短信及试用品。

Services of Product A

对于产品A的服务

Why Lapsed Users don’t repurchase?

为什么流失客不会再次购买？

What events will motivate Lapsed users to make repurchase

怎样的活动会激励流失客进行再次购买？

Product A Face Care to Body product buyers

产品A的脸部护肤及身体产品的购买者

50% of Body lapsed users have ever experienced Face product

50%身体产品的流失客曾经体验过脸部产品

86% of them are willing to consume Face product

他们当中的86%想要购买脸部产品

However, it’s not significantly different between those who have experienced face and those who didn’t.

然而，曾经体验过脸部产品和未体验过的顾客区别不大。

STORM ｜ 关于我们

伺动营销科技为大中华区领先的 CRM 营销顾问谘询谘询策划与运营服务商，拥有 近20年的专业实战经验，为品牌量身打造精准且聚焦的在地化专业产品与服务。包含企业 CRM 策略规划、CRM策划运营、消费者行为分析服务、O2O 整合性 CRM 解决方案、一物一码解决方案以及 CRM 营销自动化资讯系统等。启动及运营包括 L’Oreal 莱雅集团(Lancôme、Kiehl’s、HR、Biotherm、VICHY等品牌), P&G 集团(安娜苏ANNA SUI、SKII、Oral B等品牌)，Pola集团(茱莉蔻Jurlique、H2O等品牌)、统一集团(小茗同学、茶饮事业部) ,雀巢(能恩), 恒天然集团(丰力富、安怡、芝士乐), LVMH集团(Guerlain),爱茉莉太平洋集团(Sulwhasoo), 潮宏基CHJ珠宝, Elizabeth Arden, Clarins, Chanel化妆品等CRM或数据服务。

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