如何找到有價值的顧客─以百貨業為例

Abstract

本研究以百貨顧客為主要的研究對象，人潮眾多百貨聖地，企業很容易被人潮來往混淆視聽，對所有顧客撒放行銷資訊或為提升來客數而錯放資源，探討如何透過顧客管理CRM的方式，在人潮裡找到極有貢獻度的價值顧客群，匡列為目標顧客，將資源放對地方而深耕經營。本研究依照文獻以及CRM資料，將百貨會員依消費金額分級，歸納出五種消費力等級的顧客，再從消費金額之消費頻率、回訪記錄，探討有貢獻度消費顧客群主要的商品類別、居住地緣、性別的關連性，找到有價值的顧客層的消費輪廓及目標客群的消費因素。

本研究的結果發現，依相關購買歷史記錄，探討分析顧客的購買行為，除了可預測未來可購買的行為，如：回訪天數頻率愈短(在15天內)且消費貢獻度金額愈高、消費30次以上消費金額貢獻度最多且消費人數可逹至最高，代表顧客會常常回店且會消費，消費主力類別為：前三名分別落在購買精品、化妝品、家電用品，最大目的是可以依現有價值顧客，且將有潛力消費顧客群提升，還能延伸至外部商業生態圈，對外找到屬性相近的同溫層顧客群，而為企業帶進多有貢獻價值的顧客，同時深入瞭解同溫層重視的購物需求，依消費因素並投期所好的精準行銷，提出留住高消費力之VIP級顧客的方案，服務於目標客群，提升顧客忠誠度、共創價值效益，才是本研究探討的目的。This research takes department store customers as the main research object. There are many crowds in department store holy places. It is easy for companies to be confused by the crowds. They release marketing information to all customers or misplace resources to increase the number of customers, and explore how to manage CRM through customers. , to find valuable customers with great contribution in the crowd, list target customers, and put resources in the right places for deep cultivation.Based on the literature and CRM data, this research classifies department store members according to their spending amount, and summarizes five levels of customers with spending power. From the consumption frequency of spending amount and the records of return visits, this research explores the main categories of commodities, residences of the consuming customer groups that contribute. The relationship between geography and gender, to find the consumption profile of valuable customers andthe consumption factors of target customers.The results of this study found that, according to the relevant purchase history, the discussion and analysis of customer purchase behavior can not only predict the behavior that can be purchased in the future, such as: the shorter the frequency of return visits (within 15 days), the higher the consumption contribution amount, the higher the consumption More than 30 times the consumption amount contributes the most and the number of consumers can reach the highest, which means that customers will often return to the store and will consume. Existing value customers, and the potential consumption customer group will be improved, and it can also be extended to the external business ecosystem, find the stratospheric customer group with similar attributes, and bring in more valuable customers for the company, while in-depth understanding of the same temperature The most important shopping needs, according to consumption factors and investment in accurate marketing, put forward a plan to retain VIP-level customers with high spending power, serve the target customer group, enhance customer loyalty, and create value and benefits together. purpose of research.