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效益
挑戰
- 全聯點數已推出14年,是全聯維繫顧客關係的重要機制。過去全聯習慣在特殊節慶加碼贈點,藉此刺激顧客買更多,但也因此造成部分顧客大量囤貨,反而影響了未來的消費,包含顧客到店頻次及毛利。
- 滿額加碼贈點的消費金額採固定性作法,造成部分顧客因設定單一金額門檻過高,降低參與率。
洞察
通路使用的“頻次”是會員獎勵很重要的考量點,零售市場上大部分的會制是一年,結果公司付出太多本來就要給的成本,加上期間太長,也喪失促購誘因。
解決方案
分級門檻演算-透過演算法將PX pay近800萬名會員進行分級,並依據不同等級人數及每月消費金額設定4個滿月紅利門檻。消費習慣追蹤並自動警示推播-開發「達檻預測模型」,每周追蹤並比對每位會員過去消費模式,有效偵測出應達檻卻未達檻的危險名單,並搭配「個人化購買時間商品推薦模型」,比對每位會員過去消費,針對這群危險名單找到他們高需求性的商品,發送個人化推播 。
每月分析出顧客的需求,提醒並活絡消費,取代節慶大量囤貨,買進美好生活。對全聯來說,可在活動中即時追蹤會員消費並立即給予個人化訊息促動,而非僅在活動後成效檢討;對消費者來說,只有在自己消費未達過去標準時候,才收到和自己高度相關的商品推薦資訊,避免過度干擾。
成果
- 銅級會員 單月累積金額超過NTD 2,000人數提升14%
- 銀級會員 單月累積金額超過NTD 4,000人數提升8%
- 金級會員 單月累積金額超過NTD 6,000人數提升8%
- 鑽石級會員 單月累積金額超過NTD 10,000人數提升9%
*「2022創新商務獎」最佳商業模式類金獎以及評審團大獎
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