看看台湾超市的会员卡营销策略
本帖最后由 心豆豆 于 2016-5-27 19:24 编辑<font face="宋体" size="3"><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 19pt; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">台湾超市为巩固顾客忠诚度，在会员卡上大做文章，推出了不同的会员卡营销策略。家乐福</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">06</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">年</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">5</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">月推出会员计划，是三大量贩店中最晚推出的业者。但家乐福的好康卡与联名卡，到今年</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">9</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">月中旬就突破</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">300</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">万张，目前仍在持续的成长。家乐福营销企划部总监李雅惠说，会员计划中的红利点数，目前已回馈超过</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">3</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">亿元，对毛利低的量贩店是很大成本负担。但量贩店竞争愈趋激烈，借着会员计划留住消费者，则是必要的方法。家乐福观察，卡友较非卡友的客单价高出一到两成，到店频率也较非卡友高，忠诚度对业绩的贡献度是成正比。为让卡友获得更好的服务，家乐福率先同业加入</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">Visa payWave</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">商店行列，希望加快卡友结帐速度，又能提高营运效率。大润发是量贩体系中最早耕耘会员市场的业者，目前发卡量已高达</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">700</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">万张，半年内有消费纪录的有效会员数有</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">200</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">万位。大润发营销副理何默真说，大润发的会员计划是以实质回馈为主，以使用红利点数直接抵扣现金的</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman";">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">自由省不必等</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman";">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">项目，目前使用率超过五成。爱买会员卡则是远东集团卡</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">Happy Go</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">，目前整体会员数约</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">400</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">万人，其中到爱买消费的占一半，显示相较集团内其它零售通路，爱买是卡友使用率最高的通路。爱买营销副理尹皓说，除了红利抵扣现金外，更加强在会员日的促销折扣，如周一寿星日点数加倍、周二会员日</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman";">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">最划算</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman";">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">自营商品全面九折。爱买</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">7</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">月起开放大直店商店街、美食街消费也可累积</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">HAPPY GO</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">卡点数，在会员促销活动上也推陈出新，预计</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">11</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">月针对近</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">400</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">万名</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">HAPPY GO</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman";">卡卡友，展开回馈活动。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p></font>
www.138915.com SO娱乐城：真_人.足球.彩票齐全| 开户送10元.首存送58元.手机可投С注任何游戏顶级信用С提现即时到账SO.CC 本帖最后由 心豆豆 于 2016-5-27 19:24 编辑
台湾 的家乐福居然有会员卡啊。
www.138861.com SO娱乐城：真_人.足球.彩票齐全| 开户送10元.首存送58元.手机可投┋注任何游戏顶级信用┋提现即时到账SO.CC 本帖最后由 心豆豆 于 2016-5-27 19:25 编辑
我們的沒有
www.138901.com SO娱乐城：真_人.足球.彩票齐全| 开户送10元.首存送58元.手机可投や注任何游戏顶级信用や提现即时到账SO.CC
页:
[1]
