Beauty Member Segmentation: From Spending Amount to Purchase Behavior
Two members may each spend RMB 1,200 within six months, yet have completely different purchasing patterns. One may buy a gift set in a single transaction, while the other may purchase everyday cleanser four times. Their cumulative spending is the same, but their needs and suitable campaigns are different.
Member tiers are useful for managing benefits linked to spending. However, effective marketing requires a deeper understanding of what members buy, whether their purchases are ongoing, and which scenarios drive their needs. Brands can retain their existing tier benefits while further segmenting members by purchasing characteristics and arranging different products, content and campaigns.
PEKON CRM Member Center helps brands apply these differences to daily marketing through member analysis, tag-based segmentation and campaign configuration.
Refine Member Groups with Purchase Frequency and Product Records
The following is a hypothetical record observed over the same six-month period:
| Purchase Record | Member A | Member B |
|---|---|---|
| Cumulative spending | RMB 1,200 | RMB 1,200 |
| Number of purchases | 1 purchase | 4 purchases |
| Main products | A gift set; the customer confirmed it was purchased for gifting | The same everyday cleanser purchased repeatedly |
| Business focus | Gifting occasion, product preference and future needs | Usage feedback, repurchase needs and complementary products |
PEKON Member RFM Reports provide the most recent purchase date, purchase frequency and cumulative spending. The Member Sales Report provides sales amount and number of purchases for a selected period. Headquarters can use these reports to identify purchasing characteristics, then combine them with product details and customer feedback to refine campaign audiences.
For example, Member A may provide a useful audience lead for gifting campaigns, while Member B may be included in a repurchase analysis for the relevant product category. A single order helps identify the customer’s current purchase scenario, while subsequent records continue to build a more complete understanding of the member. When preparing campaign lists, brands should also check transactions from connected channels, returns and recent purchases.
Based on these confirmed conditions, brands can use PEKON CRM to create tags and member groups, preparing different audiences for different campaigns.
Configure Differentiated Campaigns for Gifting and Everyday Purchases
For gifting needs, campaign content can focus on seasonal occasions, new gift sets and products at different price points. During service interactions, beauty advisors can learn about the gifting occasion, customer preferences and preferred contact time. This gives future invitations a clear basis. Members with confirmed gifting needs can be included in relevant campaigns, while everyday repurchase reminders should target members with corresponding usage and purchase records.
For members who purchase cleanser regularly, brands can arrange repurchase campaigns based on purchase intervals and usage feedback. For members with clear repurchase needs, the brand can explain the usual specification, purchasing method and applicable benefits. For members interested in complementary products, advisors can introduce relevant products around the customer’s actual questions and organize add-on sales campaigns.
Both types of campaigns can use the same basic configuration process: select a member group, define the campaign content, execution time, channel and associated offer. The differences appear in the specific settings:
| Campaign Element | Gifting Audience | Everyday Purchase Audience |
|---|---|---|
| Product arrangement | Gift sets suitable for the occasion and budget | Frequently purchased products and complementary products supported by customer needs |
| Communication content | Gift selection, product features and purchasing support | Usage care, repurchase needs and complementary product needs |
| Contact timing | Seasonal occasions or the gifting plan confirmed by the customer | Purchase rhythm and the agreed contact time |
| Associated benefits | Member benefits for the relevant gifting campaign | Benefits for the relevant repurchase or add-on sales campaign |
The same member may have multiple needs. After a regular cleanser buyer purchases a gift set, the brand can retain the member’s existing everyday-purchase group while using the new gifting record to arrange additional service.
Adjust Ongoing Operations Based on Follow-up and Purchase Results
Member groups should be updated as actual needs change. For campaigns with manual follow-up tasks enabled, PEKON CRM can display related follow-up results and notes. The membership team can then adjust subsequent audiences, content and contact timing based on purchase records.
For example, if a gifting customer mentions a future purchasing plan, the brand can record the relevant occasion and timing. If a regular customer has recently completed a purchase, subsequent contact can shift to usage care. If a customer clearly expresses a need for complementary products, the store can continue providing product consultation.
After a campaign, each audience also has different evaluation priorities. A gifting campaign should review customer responses and gift-set purchases. A repurchase campaign should review repeat purchases of the relevant products. An add-on sales campaign should use order data to examine purchases of complementary products. These results help determine which audiences and campaigns are worth continuing and which arrangements need adjustment.
How PEKON CRM Connects Member Analysis, Segmentation and Campaign Execution
PEKON CRM Member Center supports member analysis, tag-based segmentation and proactive marketing. Brands can identify purchasing differences through RFM and sales reports, organize member groups according to confirmed conditions, and use existing campaign templates to configure execution time, communication channels and associated offers.
Execution records help verify campaign batch status and target member counts. Manual follow-up records preserve customer feedback, while member sales queries provide evidence of subsequent purchases. The specific data coverage, templates, channels and record associations depend on the actual product version and project configuration.
With these capabilities, brands can organize gifting, repurchase and add-on sales campaigns within their existing membership benefits structure, while using store feedback to improve subsequent activities. Member analysis can therefore become part of campaign planning and sales service, supporting more targeted daily operations.
For campaign organization across different purchase stages, see Beauty Member Campaigns and Precision Marketing.
For the use of purchase information in store service, see From Member Operations to In-Store Conversion: The Marketing Value of a Beauty POS System.