精準目標行銷 億進寢具營收、回購率激升20%

One Min Quick Look

問題背景

  • 藉大眾、平面媒體進行廣告宣傳,期間雖略有成效,但客戶卻無法長久經營、回購比率過低。
  • 30間分店、超過13萬筆會員資料難管理。

產生效益

  • 精準管理龐大客戶群,並快速提升20%的營收、刺激20%的客戶回購率。

VIdegree的導入不僅是最有效率的客戶管理工具,更成為柯經理制定年度行銷策略的最佳分析平台!「銷售過程的結束,才是服務的開始!我們要的是最精準的行銷,只要進行一次性的匯入管理,後續優質服務便可源源不絕地湧現!」柯經理微笑的說。

一分鐘看問題 擁有30間分店、超過13萬筆會員資料的「億進寢具生活館」,是如何透過叡揚『VIdegree愛客戶』管理龐大客戶群,並快速提升20%的營收、刺激20%的客戶回購率呢?「善用VIdegree標籤分群,精準掌握客戶需求,是我們擬定行銷策略的最佳工具!」億進寢具生活館柯智正經理自信滿滿地表示。

成立於民國67年的億進寢具,歷經彈簧床產業帶動寢具需求的盛世,也面臨民國84年寢具產業出走大陸及訂單外移的困境,更在民國92年以後,因推行會員制度、提供優質產品售後服務的差異化管理,而重回市場競爭行列。一向重視客戶關係的柯經理,藉著自身對服務需求的敏銳度,積極導入叡揚VIdegree雲端客戶關係管理系統,促使億進寢具營收、回購率增長20%!

過去,億進寢具曾使用POS系統內建的銷售分析,記錄客戶消費資訊,但POS系統分析工具的侷限性多,無法有效進行客戶分群及資料統計,加上會員資料已經多到不堪負荷,因而在一次機會場合上,透過POS廠商轉介接觸到叡揚VIdegree,才驚覺透過雲端化管理,客戶資料的運用能夠如此靈活!柯經理表示:「當時我才了解,管理客戶還是需要使用正確的系統工具!」

當然,初期要將13萬筆會員資料由POS導入VIdegree,必須經過一段陣痛期,但叡揚資訊擁有強大的後勤團隊,在技術面上提供轉移流程簡化,將會員交易資料導入時間壓縮至最短,讓轉換過程無縫接軌。如今,證明這個過程雖然費時,但卻絕對是值得肯定的投資!此外,VIdegree的價格相當親民,對於中小企業幾無負擔,又可以針對需求加購特製功能,完全兼具便利性與實用性。

億進寢具總共有30間分店、80多個產品部門,如此龐大、複雜的企業要深入掌握細微的客戶資料,其實是相當不易的!對此,柯經理以VIdegreer愛客戶100%自由度的標籤,定義客戶群體,進行多維度的管理;無論客戶在哪購買、購買哪項產品,都會以VIdegree進行精確記錄分析,而這也是柯經理在擬定行銷策略的重要工具!「週年慶活動時,我們每週會推出特定促銷商品,透過標籤進行消費行為交叉分析,針對客戶的需求規劃促銷方案、鎖定目標客群發送行銷郵件、客製化eDM,看似耗時的作業,如今只需要幾個步驟,就可以達成超乎預期的成效!」柯經理一臉滿意的表示。

過去,柯經理曾經藉大眾、平面媒體進行廣告宣傳,期間雖略有成效,但客戶卻無法長久經營、回購比率過低!另外,廣告宣傳方式過於零散,無法有效掌握目標客戶,是廣告效益無法提升之主因。然而,在導入VIdegree短短三個月後,柯經理發現營收及回購率竟相較於前一季,竟雙雙成長20%!這樣的成長幅度、速度讓柯經理感到驚喜萬分。

億進寢具使用VIdegree不到一年,目前僅將VIdegree的使用權限提供總公司進行管理,即可有如此優異的成效!第二年起,柯經理規劃將使用權限開放各店店長,依據各店服務區域,精準掌控客戶消費形性、產品喜好,更加以分析哪個門市最符合客戶的需求。

VIdegree的導入不僅是最有效率的客戶管理工具,更成為柯經理制定年度行銷策略的最佳分析平台!「銷售過程的結束,才是服務的開始!我們要的是最精準的行銷,只要進行一次性的匯入管理,後續優質服務便可源源不絕地湧現!」柯經理微笑的說。

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