Beauty Member Marketing: How Should First Purchases and Repeat Purchases Be Planned Separately?
New members need guidance toward their first purchase, while existing members need repeat-purchase services at the right time. Through the PEKON CRM member center, brands can organize these two types of campaigns separately by defining target audiences, communication content, execution times, channels and associated benefits, then adjusting subsequent plans based on follow-up and purchase records.
Differentiate Campaign Audiences and Objectives
First-purchase campaigns target members who have registered but have not yet made a purchase, with a focus on product understanding, trial experiences and the first purchase. Repeat-purchase campaigns target members with existing purchase records, focusing on usage care and repurchase needs. Purchase data should cover all channels connected to the brand, reducing situations where a customer has already purchased online but is still contacted by a store as a non-purchaser.
| Campaign Setting | First-Time Customers | Existing Customers |
|---|---|---|
| Member Group | Members who have not made a first purchase and are interested in relevant products | Members with relevant purchase records who are suitable for repeat-purchase follow-up |
| Communication Content | Product introduction, trial invitation and first-purchase guidance | Product usage, repurchase needs and purchasing methods |
| Associated Benefits | Trial services or first-purchase offers | Repeat-purchase campaigns and member benefits |
| Follow-Up Plan | Continue consultation and move members into usage care after their first purchase | Follow up according to individual needs and adjust contact timing after repurchase |
Brands can organize member groups according to campaign objectives in the CRM, then configure campaign content and associated offers. Execution times and channels should be determined according to campaign requirements and store service arrangements, while associate tasks should clearly state the purpose of each contact.
First Purchase: Set Up Trial Invitations and First-Purchase Campaigns
Take a department-store foundation trial event as an example. A brand can create a target audience consisting of registered members who are interested in foundation products but have not yet purchased. Existing scenario templates can then be used to configure invitation content, timing, channels and first-purchase benefits.
The campaign content should focus on the customer’s purchase needs. Customers who are uncertain about their shade can be invited for a second trial, those who want to understand the finish can receive product guidance, and those who have already selected a product can be informed about first-purchase benefits. Participating stores should confirm the available trial services and reception times in advance.
After enabling manual follow-up tasks, beauty associates can record customers’ trial feedback, purchase intent and pending follow-up items. Operations staff can update the audience based on purchase records. Members who complete their first purchase can be moved into usage-care activities, with subsequent communication continuing from the purchase context.
Repeat Purchase: Arrange Follow-Ups Based on Purchase Records
For members who have purchased the same facial cleanser, brands can organize target groups by referring to purchase intervals and follow-up results, then configure repurchase reminders, contact times, channels and applicable benefits in the CRM. For members who purchased recently or bought a larger quantity last time, the timing of subsequent contacts can be adjusted. Members with clear repurchase needs can continue to be served by the store.
Communication should make it easy for customers to complete their purchase: whether their usual size is in stock, where to place the order, how to collect the product and which benefits are available this time. Product checks, size changes and collection requests should be handled by the store according to its business process. Follow-up results should be retained for future service.
Repurchase reminders and reactivation campaigns for long-inactive members should be planned separately. For more details on audience identification, please refer to “When Should Beauty Members Be Reactivated? From Purchase Patterns to Ongoing Engagement.”
Continuously Adjust Member Campaigns Based on Execution and Purchase Records
The PEKON CRM Member Center supports the configuration of member groups, execution times, communication channels and associated offers through existing scenario-based campaign templates. Execution records are used to verify campaign batch status and target audience size. For campaigns with manual follow-up tasks enabled, teams can review follow-up results and notes associated with each campaign. Member sales reports support purchase inquiries within the scope of connected data. The scope of template, channel and record associations depends on the actual product version and project configuration.
Based on these records, brands can adjust the next campaign: update the groups of members who have purchased, change the timing for members who currently have no demand, and assign members who still need consultation to store associates. When multiple campaigns run simultaneously, first-purchase, repeat-purchase and birthday-care activities should be coordinated to reduce repeated interruptions.
From first purchase to repeat purchase, the CRM retains campaign execution, follow-up and purchase information. Member teams can use these records to organize marketing activities, while stores continue the customer service process. For more information about in-store reception and sales, please read “From Member Operations to In-Store Conversion: The Marketing Value of Beauty POS.”