Optimization Research On Sleeping Customer Awakening Of Shopping Mall A

After experiencing the COVID-19 epidemic,the offline commercial industry has entered an era of more intense competition.It is a common problem in the retail industry that sleeping customers are difficult to wake up,activate and back to the shopping mall.Gained bonus from new store opening period,Shopping Mall A found that the cost of acquiring new members has increased,the scale of existing members has expanded,and the sleeping members has also increased,which resulting in increased maintenance costs and sunk costs.Some study had shown that successfully awakening sleeping customers can help stimulate the vitality of gold card members again and continue to contribute to member value.However,the current research relating to membership management is focused on the construction of the membership system,and there are few studies on the wake-up of sleeping customers.The related research is mostly theoretical research,and there are few real cases and data supporting the related theories of wake-up of sleeping members.Therefore,this dissertation used theories of customer relationship management,precision marketing,and sleeping member wake-up strategy to study the case of how to effectively wake up sleeping gold card members of shopping mall A.The dissertation first introduced the meaning and background of waking up sleeping gold members.Secondly the theories of customer relationship management,customer life cycle,precision marketing were reviewed and related literature was sorted out.Then the dissertation introduced the membership management system of shopping mall A and wake-up strategies in the past.Combined related theories with actual work experience,a "trilogy" of awakening optimization strategies for sleeping customers was proposed.Finally,the wake-up effects,including the number of gold card members back to the mall,the rate of returning,and the amount of spending on returning,were all compared with the previous situation.The result showed that the optimization worked.The research conclusions were there.First,the data of sleeping members filtered only based on the last consumption time of was not accurate.Invalid members should be eliminated by comparing the parking records and other methods to obtain more accurate communication partners.Second,entertainment gifts such as milk tea and movie tickets were more attractive than daily-use gifts,if they were in same value.Third,the communication method of smart customer service outbound call system plus We Chat template messages could get better effect and lower cost than just using text messages.This research provides practical ideas and specific methods for awakening sleeping members of shopping center or similar enterprises.