Clothing Brand Business'S Essential Work: VIP Maintenance

In today's China, almost every few minutes will produce a new local brand. At the same time, foreign brands are also coming. On the other hand, a brand's best seller can be completely replicated within a month. The competition is fierce and the customers are more selective. Because of the lack of effective VIP maintenance methods, some of the strong brands have lost core customers, and finally become desolate. VIP maintenance has become a trend.

The work that the brand has to attach great importance to.

(Very Important Person) as the name implies: very important people; we call them VIP.

VIP customers pay more attention to brand than ordinary customers, and the probability of paction and joint sales is even greater. They often patronize our brand, which can be said to be a pillar customer of stable sales.

Of course, not all brands need to establish VIP system. For example, H&M and UNIQLO, which have low price and rely mainly on passenger flow, establish VIP system not only time-consuming, but also the impact on their performance is difficult to estimate; but for those brands with higher unit price and larger brand value, the significance of VIP is obvious.

How do I maintain VIP? I think we should first understand the needs of VIP customers and create surprises. Some brands take the VIP maintenance process for granted that they can be satisfied if they provide services and gifts for VIP.

There have been two such cases: a middle and high-end men's clothing brand, at the end of the year, organizing VIP feedback activities, so they spent a lot of money to produce a large number of brand magnet calendars, and told VIP via SMS to receive "exquisite gifts" from the counters.

Obviously, the difference between the customer's expectations and the actual gifts is too large, which makes the brand image greatly reduced and has a counterproductive effect.

There is also a medium class leisure for three types of cities.

In the high-end shopping mall in Japan, the landlady experienced the kneeling test shoes service (the waiter was kneeling on the floor to test the shoes for the customers). She felt good, so she decided to promote the service in her store for VIP. Only a few months later, many VIP customers reflected the awkwardness, and the rate of delivery was also low. Some customers began to try other brands slowly because they were not accustomed to the service.

The reasons for the failure of the above two cases are not fully established on the basis of understanding the needs of VIP, providing services or gifts too high or too low, making the effect backfire.

How to accurately grasp the needs of VIP customers and satisfy them? We think we should grasp the following aspects:

Understanding the customer characteristics of VIP customers

Different gender, age and different levels of customers will have different needs; careful analysis of customer groups to develop effective VIP maintenance is very helpful, for example, through the discount way to give way to women's attractiveness is far greater than that of men, while elderly VIP is also more interested in health theme activities than younger customers.

I was a former Shandong area.

VIP planned a weekend self driving tour. As a result, the customers' participation was very high, and the activities were well received. The franchisee Ma's activity was copied to another business brand he operated at the same time. As a result, there were few VIP entries, and even the organization of the activities became a problem, and the effect was also greatly reduced.

This is because the outdoor leisure brand VIP in China today, almost every few minutes will produce a new local brand. At the same time, foreign excellent brands are also coming. On the other hand, a brand's best seller can be completely replicated within a month. Fierce competition and customers' choice, some strong brands lack of effective VIP maintenance methods, leading to the continuous loss of core customers, and finally gradually become lonely. VIP maintenance has become a work that clothing brands must attach great importance to.

VIP (Very Important Person), as the name suggests, is very important; we call it VIP.

VIP customers pay more attention to brand than ordinary customers, and the probability of paction and joint sales is even greater. They often patronize our brand, which can be said to be a pillar customer of stable sales.

Of course, not all brands need to establish VIP system. For example, H&M and UNIQLO, which have low price and rely mainly on passenger flow, establish VIP system not only time-consuming, but also the impact on their performance is difficult to estimate; but for those brands with higher unit price and larger brand value, the significance of VIP is obvious.

How do I maintain VIP? I think we should first understand the needs of VIP customers and create surprises. Some brands take the VIP maintenance process for granted that they can be satisfied if they provide services and gifts for VIP.

There have been two such cases: a middle and high-end men's clothing brand, at the end of the year, organizing VIP feedback activities, so they spent a lot of money to produce a large number of brand magnet calendars, and told VIP via SMS to receive "exquisite gifts" from the counters.

Obviously, the difference between the customer's expectations and the actual gifts is too large, which makes the brand image greatly reduced and has a counterproductive effect.

There is also a medium class casual shoes brand of three kinds of cities. In the high-end shopping mall in Japan, the landlady experienced the kneeling test shoes service (the waiter kneeling on the ground to test the shoes for the customers) feeling good, so she decided to promote the service in VIP for her own store. Only after trying for several months, many VIP customers reflected the awkwardness, and the turnover rate was also low. Some customers started to try other brands slowly because they were not accustomed to the service.

The reasons for the failure of the above two cases are not fully established on the basis of understanding the needs of VIP, providing services or gifts too high or too low, making the effect backfire.

Analysis of purchase records of VIP customers

We find that many brand franchisees and supervisors are particularly sensitive to data, analyzing a large number of sales data and inventory data. However, most brands ignore the analysis of VIP customers' purchase records, which makes them miss many effective information.

We have made a diagnosis for hundreds of shop salesmen: write out the 20 most important VIP colors they like, the size they wear and the price they accept; only a very few individual shopping guides can answer the basic accuracy.

In fact, a detailed analysis of the purchase records of VIP customers can be summarized in terms of the size, acceptable price, preference color, favorite style, frequency of purchase and dress matching habits. With this information, we will have a good grasp of VIP; for example, when many brands send information on new products to VIP, they are generally publicized: welcome to take a look at new products; however, such information effects are often unsatisfactory. Through previous experience, we find that targeted specific SMS content can often increase the probability of patronage of VIP customers, such as: for a heavier and prefer customer wearing jeans, if he notified him of a large number of

It's much better than texting.

Let VIP customers participate in your design.

The product design of domestic brands is often unilateral, that is, the overall design of goods and the creative conception of patterns depend solely on the design department of Brand Company, and lack of interaction with VIP customers.

However, some overseas luxury brands not only attach great importance to the opinions of VIP customers in design, but also carry out contests to encourage VIP customers to integrate their creativity into product design, and will eventually be named after the customers of creative customers.

On the one hand, the design inspiration has been increased, and on the other hand, the brand circumstances of VIP customers have been strengthened.

Special rights to open VIP

Friends who have taken a flight know that first class customers can enjoy special passageways, separate waiting lounges, more spacious seats and more delicious meals.

For many domestic brands, the only difference between VIP customers is to have a VIP card. I see in many brands that VIP customers can't enjoy special discounts on special goods, no special after-sales service, and the payment should be a long queue like other customers; the obvious and easy to see the VIP card is completely chicken ribs; I suggest to establish special rights and services for VIP customers, for example, establish VIP rest areas, enjoy drinks and snacks; establish a more rapid and high-quality after-sales service channel; free life-long dry cleaning and nursing service; a card multi-purpose system (other industry companies associated with VIP customer level); personalized image consultant service on VIP, and so on.

Create VIP customer files and create unexpected surprises.

In China's clothing industry, few brands can get very perfect customer files, and some shopping guides do not even know what important customers call for many years.

In fact, if we want to do the maintenance work of VIP well, we need to record all VIP customers' personal information from the daily drip, including their interests, characteristics, hobbies, habits, jobs, birthdays and family information.

I had approached a Tianjin children's wear brand franchisee and sent a cake and a birthday card with brand LOGO on the birthday of a VIP little customer. As a result, VIP customers were very moved and regularly looked after his shop. This personalized service on the basis of fully understanding customer information can often impress VIP customers and enhance their brand complex.

I also met with an outdoor brand counter with a year-round performance of over 10 million in the Wangfujing shopping mall in Chengdu. The customer information information is full of 7 copies. The store manager is more backward in information about VIP customers. The reason for his stable monthly sales is obvious. If your brand still hasn't set up VIP customer files, I suggest you act immediately.

Grading management of VIP

Some brands know the importance of VIP customers, but often ignore the VIP customers still have the level of division, generally can be divided into extremely important VIP customers, regular VIP customers and occasional VIP customers (only VIP card, frequented by patronage); many shops for these three types of VIP policy and service fully adopt unified standards, is obviously unreasonable.

In fact, 80/20 law is also effective in VIP customers. Grading VIP customers helps us to provide more effective services to VIP customers at different levels, and maximizes the benefits between input and output.

At present, the integral system used by some brands is a good method. We also suggest providing personalized services such as free door-to-door delivery for the particularly important VIP.

Customers are God, VIP customers are God in God, fully tap the needs of VIP customers, provide targeted personalized services and maintenance, our VIP God will always smile to us.

(customers love outdoor sports, so outdoor type activities themselves do well; while customers who are accustomed to wearing business brand are generally not enthusiastic about outdoor interaction, which leads to low participation enthusiasm.

We suggest that the brand must fully consider and analyze the characteristics of the customer group when planning the maintenance method of VIP, so as to ensure the effectiveness of the maintenance effect.

Analysis of purchase records of VIP customers

We find that many brand franchisees and supervisors are particularly sensitive to data, analyzing a large number of sales data and inventory data. However, most brands ignore the analysis of VIP customers' purchase records, which makes them miss many effective information.

We have made a diagnosis for hundreds of shop salesmen: write out the 20 most important VIP colors they like, the size they wear and the price they accept; only a very few individual shopping guides can answer the basic accuracy.

Out of the size, acceptable price, preference color, style of purchase, frequency of purchase, and the habit of wearing clothes, with this information, we will have a good grasp of VIP; for example, when many brands send information on new products to VIP, they always publicize: new products are welcome to take a look; however, such information effects are often unsatisfactory. Through previous experience, we find that targeted specific SMS content can often increase the probability of patronage of VIP customers. For example, a customer who is more fat and likes to wear jeans will have much better results if he notified him of a large number of jeans. In fact, a detailed analysis of the purchase records of VIP customers can be summarized.

Let VIP customers participate in your design.

The product design of domestic brands is often unilateral, that is, the overall design of goods and the creative conception of patterns depend solely on the design department of Brand Company, and lack of interaction with VIP customers.

However, some overseas luxury brands not only attach great importance to the opinions of VIP customers in design, but also carry out contests to encourage VIP customers to integrate their creativity into product design, and will eventually be named after the customers of creative customers.

On the one hand, the design inspiration has been increased, and on the other hand, the brand circumstances of VIP customers have been strengthened.

Special rights to open VIP

Friends who have taken a flight know that first class customers can enjoy special passageways, separate waiting lounges, more spacious seats and more delicious meals.

For many domestic brands, the only difference between VIP customers is to have a VIP card. I see in many brands that VIP customers can't enjoy special discounts on special goods, no special after-sales service, and the payment should be a long queue like other customers; the obvious and easy to see the VIP card is completely chicken ribs; I suggest to establish special rights and services for VIP customers, for example, establish VIP rest areas, enjoy drinks and snacks; establish a more rapid and high-quality after-sales service channel; free life-long dry cleaning and nursing service; a card multi-purpose system (other industry companies associated with VIP customer level); personalized image consultant service on VIP, and so on.

Create VIP customer files and create unexpected surprises.

In China's clothing industry, few brands can get very perfect customer files, and some shopping guides do not even know what important customers call for many years.

In fact, if we want to do the maintenance work of VIP well, we need to record all VIP customers' personal information from the daily drip, including their interests, characteristics, hobbies, habits, jobs, birthdays and family information.

I had approached a Tianjin children's wear brand franchisee and sent a cake and a birthday card with brand LOGO on the birthday of a VIP little customer. As a result, VIP customers were very moved and regularly looked after his shop. This personalized service on the basis of fully understanding customer information can often impress VIP customers and enhance their brand complex.

I also met with an outdoor brand counter with a year-round performance of over 10 million in the Wangfujing shopping mall in Chengdu. The customer information information is full of 7 copies. The store manager is more backward in information about VIP customers. The reason for his stable monthly sales is obvious. If your brand still hasn't set up VIP customer files, I suggest you act immediately.

Grading management of VIP

Some brands know the importance of VIP customers, but often ignore the VIP customers still have the level of division, generally can be divided into extremely important VIP customers, regular VIP customers and occasional VIP customers (only VIP card, frequented by patronage); many shops for these three types of VIP policy and service fully adopt unified standards, is obviously unreasonable.

In fact, 80/20 law is also effective in VIP customers. Grading VIP customers helps us to provide more effective services to VIP customers at different levels, and maximizes the benefits between input and output.

At present, the integral system used by some brands is a good method. We also suggest providing personalized services such as free door-to-door delivery for the particularly important VIP.

Customers are God, VIP customers are God in God, fully tap the needs of VIP customers, provide targeted personalized services and maintenance, our VIP God will always smile to us.