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