The promise of beauty between square inches-Zebra Technology ID Card Printer Application Case Analysis
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Retailer membership card sales, or membership marketing, is a kind of deep-level relationship marketing. Retailers organize consumers into a group by taking a certain benefit or service as the theme, and carry out related product promotion by issuing membership cards. Sales, promotion, etc., a marketing method that maintains the relationship between retailers and customers. Economic development and leaps in the commodity market have made products increasingly homogeneous. Membership card marketing has become a common method of various retailers: shopping malls, supermarkets, clothing, shoes and hats, home appliances and other retail formats have launched membership cards. But, how many membership cards can one person have? In the handful of membership cards in the hands of consumers, how many are frequently used? When the temptation of discounts and rebates is no longer enough to make consumers rush to membership cards for petty profits, and when they are cautious in the face of points membership card discounts and promotions, how to be effective in the complicated membership card market Bringing closer the relationship between consumers and brands has become a problem for businesses to rack their brains.
Challenge: Personalized service, information management
The problems that need to be solved in membership card marketing are:
First: reflect personalized service. Nowadays, many membership card processing procedures are to issue a card, and personal information is recorded by hand. The name “membership card” is actually a “discounted points card”. The value carried by this card is only “little profit”, and there is no care at all. The sense of belonging of consumers as “members” cannot be reflected, which leads to the promotion of merchants. The “membership system” has been reduced to empty talk. Consumers with membership cards are just “old customers” with a long-lost reputation.
Second: information-based membership management. The popularity of membership marketing informatization is relatively weak, and information collection is often managed manually. With the increasingly fierce competition in the industry and the continuous expansion of the scale of enterprises, the drawbacks of manual management are becoming more and more significant. For example: membership consumption is difficult to track and targeted marketing cannot be carried out; member discounts are handled manually, which makes it difficult to evaluate the effect, and manual accounts often appear. Lost; chain retailers cannot share resources, etc. Faced with this status quo of membership card marketing, countless retailers are looking for ways to solve the most fundamental problem of how to better realize consumer terminal data collection.
Zebra Technology ID Card Printing Solution: Membership marketing is no longer a “card” empty talk
Faced with the status quo of membership card marketing, Zebra Technology has joined hands with Sephora, one of the world’s most authoritative beauty and skin care and cosmetics chain stores, to provide professional membership marketing solutions and realize membership management and marketing in more than 100 Sephora chain stores. Activities, consolidate and maintain membership relationships, and improve membership sales efficiency.
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Zebra Technology equips Sephora’s 112 physical stores in Shanghai, Beijing, Shenzhen, Shenyang and other places in China with P330i sublimation/monochrome thermal conversion card printers. The P330i single-sided color card printer is convenient and easy to use, and the printing speed can reach 144 sheets/hour (YMCKO) or 600 sheets/hour (monochrome). P330i adopts a new, technologically innovative, highly reliable inclined card entry design (patent pending); at the same time, it seamlessly integrates a variety of functions, with standard LCD display, built-in Ethernet interface and other optional configurations.
In the actual application process, the ID card printer of Zebra technology provides reliable information technology support for member marketing:
Information collection is timely and comprehensive. In practical applications, Zebra P330i can achieve high-speed full-color single-sided printing for 25 seconds per sheet and resin black printing for 4 seconds per sheet, print membership cards on site, write member information into magnetic strips, and collect consumers’ personal information in the first time Information; Built-in Ethernet interface to realize information management and tracking. Chain stores can issue cards on-site to strive for every customer to become a member. The powerful management function of the membership card supports the membership management of all customers, realizes complete information management of customer data and transaction information, and improves corporate management efficiency and marketing efficiency.
Humanized member care. The magnetic stripe of the membership card contains the basic information of the member, such as birthday, etc. The chain store sends the most sincere blessings and discounts to the member on the holiday and the member’s birthday, so that the member can feel the care and increase the loyalty of the member. It is an efficient and direct way to improve the effectiveness of membership marketing.
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Diversified marketing strategies. Through the membership card management system provided by Zebra Technology, Sephora has realized member information collection, classification, and consumption behavior record analysis, which has played a huge role in mining targeted marketing programs. Sephora’s membership marketing can take advantage of the powerful membership filter provided by Zebra Technology. The diversified filtering items can accurately analyze membership from multiple angles, filter out the required membership groups, and conduct targeted promotional activities. The membership card system provides a variety of promotional methods such as direct gifting, gifting during consumption, and gifting after accumulating. It improves marketing efficiency and reduces marketing costs in the form of electronic coupons and text messages. At the same time, information management makes the effect of promotional activities measurable and evaluable. Sephora’s 112 stores in China can share member resources, thereby making the membership management marketing system easy to use, safe and stable, and courteous, and save a lot of manpower and material resources. The informatized and personalized membership card system not only allows businesses to take advantage of the opportunities, but also provides consumers with a real sense of belonging of “members” and real benefit feedback, achieving a win-win effect for businesses and consumers. Sephora will have a long-term cooperation with Zebra Technology. Each new store in China will also add a Zebra p330i card printer.
Membership marketing will give full play to its unique advantages in the retail industry for a long time. In a highly competitive market, it is very important for the retail industry to have a stable consumer group. With the help of Zebra technology card printers to collect consumer data and adopt corresponding marketing plans, Using small cards to carry the personalized services of businesses is the key to success in the retail industry.
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