CHALLENGE

CRM competition is very intense among premium cosmetic brands. There are various of loyalty programs but cannot higher customer loyalty effectively and cannot measure the effect and output of current loyalty program investment.

OBJECTIVE

Build autometic precise marketing platform between brand and customers through CRM. Develop CRM database and customer communication platform (MOT & WeChat membership platform) as the core of O2O to promote consumption and customer experience.

SOLUTION

Set new loyalty program. Clarify all tiers of membership and make more precise investment based on history customer data analysis. Eliminate dormant member through rules like upgrade/degrade to specify marketing targets. Constently push members repurchase to keep member identity or upgrade for more benefits. Implement points reward plan to attract more members.

Member communication at key moments. In the customer lifecycle, a good introduction period is an important start to the customer relationship. In order to avoid the stereotypical impression that customers are being promoted, the overall design is to build a long-term relationship with customers, and to make them more aware of the brand's dedication to sales and service.

STORM's Loyalty Management Platform (LMP), was developed and designed according to the individual needs of Jurlique, which can effectively grasp the overall behavior of customers, assist shops at all levels to enhance the lifetime value of customers. It also grasp the terminal sales in real time, and implement automated communication at key moments.

Build WeChat and website membership platform. STORM conducted data analysis and consumer behavior research, and through the process of data-driven decision making, group customers into different segments. Combined with Moment of Truth (MOT) communication to deliver the right message at the right time with the right communication method to the right person, to achieve the purpose of precision marketing.

The key features of the member website include updating personal information, checking points and redemption history, as well as detailed explanations of the membership scheme, points scheme and FAQs, making it easy for members to view and manage their personal information and redeem points on the PC.

PERFORMANCE

Jurlique's new membership program has seen a steady overall increase in the number of loyal customers (> 1 year), cumulative per capita spending, unit price and number of customers.

Membership repurchase rates showed a significant increase during both the launch of Jurlique's new membership program and the old system membership conversion drive. In 2016, the repurchase rate of regular customers continued to show an upward trend through continuous improvements to the member loyalty program.

In the past year, existing customers accounted for 39% of overall spending members, spending an average of 2.0 times a year. The average spending interval for multiple spending members in 2016 was 3.3 days shorter than the same period in 2015, with the number of times members spent over the same time span rising. The proportion of average spending intervals within 1 month was approximately 27%, a  year-on-year growth of 1.9%, while the proportion within 3 months was 71%.

Through the relentless operation of the membership program, Jurlique's average number of annual customer visits has increased year by year. The number of purchases made by regular customers who have been members for more than one year increased from 2.10 to 2.23.