Plastic Card used in the retail services

Retail sales of membership cards to the retailer as the theme of a benefit or service to consumers as a group, through the issuance of membership cards with a specific logo for advocacy, marketing, promotions and other marketing activities, group members by membership card within access to services and privileges.   rise of membership cards are closely linked with the membership, membership card, membership is behind this form of commercial marketing. Membership popular in the 80s in the 20th century Europe, particularly in the widely used high-end clothing stores. Customers were regularly visited by a store, shopping with the store on a regular basis to reach trust store implementation of the voluntary price discounts to regular customers, give priority to the supply of goods in short supply, and other special services provided, and customers will automatically become a member or get the store provided VIP. Now, major retailers have also taken the form of membership card sales a membership card sales to retailers of the origin of the membership card, we can see that the fundamental goal of membership card sales to customers is to establish a stable resources to build long-term relationships with customers, the membership model is the business customer management to maintain relationships with customers and develop long-term transactions of a more successful relationship marketing model. membership card sales to retailers of both positive and negative side. Membership card to the retailer’s positive impact on the change now:
1, cultivate brand loyalty of consumers. The greatest benefit card sales business and consumers than the shorter channels of communication between the information directly with target customers one on one exchange, thus bringing the customers in their own grandmother to unite around, from the intrusion of competitors.
2, to strengthen the marketing competitiveness. Membership card sales can make the individual retailers to two-way exchange of information transmission of information, retailers have more opportunity to understand the changing needs of consumers and their products, advertising, promotion views, a more reasonable market segmentation, development of more effective marketing strategies, the implementation of customized and personalized service.
3, subtle and strong. As businesses and consumers are in direct contact with “secret” to, the business policy of the new discount promotions, new product improvement and other aspects of our competitors can not easily be aware of the practice, you can have targeted attacks against competitors. membership card sales for retailers, the negative impact of three aspects: First, slow return of results. Retailers to multiple contacts with the members of communication in order to win recognition and attribution members, but membership is only developed to a sufficient size to play a positive role, which requires retailers to persevere to accomplish something. Second, the cost is higher. Membership card provides a variety of services and activities, membership data management and related advertising will need some capital investment, and its corresponding output is relatively slow, this risk of early stage investment is often the retailers hope the regression . Third, the effect is difficult to predict. Membership cards are truly popular services provided need to be tested after a period of operation, which brought to the difficulty of impact assessment prior Moreover, membership card sales based on a long process, if it can not change with the changing needs of members, even if the operation the beginning of the critically acclaimed members will be abandoned due to the escape the final defeat.  