Retail Customer Identification And Membership Management From The Perspective Of Relationship Marketing

Even though the retail is the most evergreen industry, the development of Internet and mobile Internet business not only changes the way people live, it also has a significant impact on the pattern of traditional industries. Born and developing in such environment, our local supermarkets will inevitably face major changes. Surviving in the big data era, although our local supermarkets have recognized the tremendous value of the data, they cannot make the maximum use of the data generated in its daily operations due to the disparity of technology and management. In most cases, the data are just presented in sales and member consumption share.Starting with the four contents of members management, this paper will verify the validity of the pyramid model in the local supermarket customer identification and take use of the mediating role of customer value and customer satisfaction playing in influence of the customer loyalty in customer maintaining policy through a field research in the A supermarket to explore the improving direction of members management for the case company. First, about the survey, the effectiveness of pyramid model in customers identify and member management of local retailers is verified through three aspects which are purchase amount, purchase frequency and activity, combing with RFM model of customer value analysis; finally, the members management problems of the case supermarket are analyzed from the internal through interviews, the influence factors of customer value and customer satisfaction are discussed through interviews with target customers and some improvement suggestions are presented combing with the changes of customer to channels of communication and consumer habits. Through various ways of value segmentation and establishing of emotional connection such as taking a more meticulous customer marketing basing on customer segmentation and members data mining, improving the relevant system of data management, establishing value communication for members through a variety of channels and establishing club to strengthen the emotional connection, relationship links between companies and members basing on the value relationship can be strengthened continuously.