Research On Omni-channel Members Marketing Design For B Retail Group

With the rapid development of the online retailers such as JD or Tmall.The traditional retail industry has been challenged as never before,and the market structure is quietly changing.To keep their share of the retail industry,the traditional retailers have been stepping on the omni-channel to create a date-driven pan-retail style centered on the consumer experience.However,during the development,there are some general problems,such as the conflicts between channels,the inconsistence of consumer experience and the lack of the omni-channel scenario.The omni-channel member marketing problem is particularly prominent.B Retail Group is a typical large-scale traditional retailer with many business forms.It has more than 800 stores in chain stores,shopping malls,hypermarkets,convenience stores,etc.Started new retail reform in 2016,by stepping on the Omni-Channel road.In the past 3years,the omni-channel has engaged with nearly 10 million registered members and more than 1 million annual consumption membership,but also showed many management problems.This research took B retail group as subject.Under the background of omni-channel transformation,the researcher analyzed the current situation and the problems of B Group's omni-channel member marketing.The research figured out that the current marketing system's relied on online sales purpose,and ignored the essence of omni-channel marketing.As a result,it was hard to achieve the expectation to cost reduction and consumer experience upgrade.The purpose of the research on the omni-channel member marketing design was to solve those problems.Firstly,Analyze the lack of synergy between different formats,the offline marketing method is backward,the payment,supply chain,logistics problems,lack of precision marketing,insufficient data support,focus Member business has hidden problems and other issues,then used quantitative methods such as statistical analysis and data mining to identify the characteristics of value members and the path of value enhancement.According to RFM analysis,omni-channel consumer(OCC)is the core value group,and found out that mostly from offline stores.Second,analyses the OCC membership sample,with the purpose of understanding its demographic characteristics,value,and category brand preferences in multiple dimensions.Third,used the survey data to segment the core value members from the value dimension.Fourth,Decision Tree model was used to identify the influencing factors of omni-channel conversion,and the membership satisfaction was analyzed to provide an empirical basis for marketing optimization.Then used SWOT tools to proposed that the marketing design strategy was to expand the scale of OCC membership groups.Finally,based on the strategy adjustment,the OCC marketing plan is designed,including the model design of member marketing,namely omni-channel member value proposition,marketing technology and scene-based marketing planning.Including omni-channel CRM,operational target market adjustment.It also includes innovative marketing content such as omni-channel member portraits,big data marketing innovation and innovative digital store operation projects.It is of practical significance to observe and optimize the results.