Beauty Member Tier Purchase Analysis: Supporting Differentiated Product Recommendations and Benefit Planning

Beauty Member Tier Purchase Analysis: Supporting Differentiated Product Recommendations and Benefit Planning

The product categories, specifications, and combinations purchased by members at different tiers can provide a basis for campaign product selection, product recommendations, and benefit planning. Using a comparison of serum and gift-set purchases as an example, this article explains how beauty brands can analyze purchase structures by member tier, identify priority products and target groups, and configure differentiated marketing activities through PEKON CRM.

When preparing a member day campaign, the membership team needs to determine which products to promote, which members to target, and which benefits to offer. Purchase data by member tier is an important basis for making these decisions.

Member tiers reflect the brand’s existing benefit structure, while purchase patterns provide further insight into the consumption characteristics of each member group. PEKON CRM supports member-tier product analysis, allowing brands to compare products, sales amounts, sales quantities, and the number of buyers across different tiers, and then use the results for campaign planning and product recommendations.

Compare Purchase Structures Across Member Tiers

The following is a hypothetical example based on the same period, the same group of stores, and the same sales channels. The member tier is measured before the purchase. The purchase share refers to the proportion of members in each tier who purchased the relevant product category.

Purchase Indicator	Higher-Tier Members	Basic-Tier Members
Valid purchasing members	200	500
Members who purchased serum and purchase share	80 members (40%)	125 members (25%)
Members who purchased gift sets and purchase share	20 members (10%)	100 members (20%)

This data provides two types of operational insight. Among higher-tier purchasing members, serum purchases account for a relatively large share. The brand can further analyze specific products and sizes, using the results as a reference for member-day product selection. Basic-tier members have a larger absolute number of serum buyers, which also provides a clear audience base for related campaigns.

The brand can continue to examine which serums are most frequently purchased by each tier, which sizes continue to sell, during which periods gift-set purchases are concentrated, and which stores generate sales for the relevant products. The membership team can use these findings to determine campaign priorities, while the product team prepares inventory based on sales quantities and store distribution.

PEKON’s member-tier product analysis supports views based on either the member tier before or after purchase. The former helps identify transactions that contributed to a member’s upgrade, while the latter helps the brand observe purchasing behavior after the upgrade. Using consistent statistical scopes and member-count definitions makes it easier to compare purchase characteristics across tiers.

Plan Member Campaigns and Benefits Based on Product Preferences

Campaign product selection can begin with existing purchase patterns and then be combined with the objective of the current campaign, such as repeat purchases, additional purchases, or new-product trials.

For higher-tier members who regularly purchase serum, the brand can organize a repeat-purchase campaign around their frequently purchased sizes. Members who are interested in the relevant category but have not purchased the new product can receive product introductions and trial invitations. When the objective is to encourage complementary purchases, the brand can determine recommended product combinations based on actual purchase combinations and service feedback.

Gift-set campaigns can be organized around seasonal occasions and gifting needs. The relatively high number of gift-set buyers among basic-tier members provides useful audience signals. The brand can then segment the list according to purchase timing, product type, and the purpose confirmed by customers, and arrange suitable gift-set recommendations and member benefits.

Campaign Objective	Product and Audience Arrangement	Benefit and Service Arrangement
Encourage repeat purchases	Select frequently purchased products and members with relevant purchase records.	Configure applicable benefits and explain product specifications, purchasing methods, and pickup arrangements.
Promote new products	Build member groups based on category purchase history and customer interest.	Arrange product introductions, trials, or in-store experiences.
Encourage additional purchases	Determine complementary products based on purchase combinations and actual needs.	Provide product-matching recommendations and corresponding campaign benefits.
Run gifting campaigns	Select gift sets based on seasonal occasions and confirmed gifting needs.	Configure gifting benefits and supporting purchase services.

Different campaigns can also be organized within the same member tier. Members with stable purchase habits and members who want to learn about new products require different communication content. The brand can retain the existing tier-based benefits while refining marketing arrangements through member segmentation.

After the campaign plan is confirmed, participating stores, product specifications, campaign dates, and available experience services should be implemented consistently. Benefit usage and purchase records after the campaign can be used to evaluate the plan and adjust future activities.

For rules concerning existing member tiers, points, and issued benefits, see How Should a Beauty Brand’s CRM Handle Changes to Member Tiers, Points, and Benefits?

How PEKON CRM Supports Tier Analysis and Differentiated Marketing

PEKON CRM Member Center combines member tiers with products, categories, and sales performance for analysis. Member sales reports provide additional information about sales amounts and purchase counts during a selected period. When specific purchases need to be verified, authorized POS member details and order information can be consulted together.

Based on the analysis, the brand can determine the campaign direction, configure member tags and groups according to confirmed criteria, and use scenario-based marketing templates to set execution times, communication channels, and associated offers.

The analysis results are converted into concrete plans by the membership team, while store teams provide service based on customer feedback. Data coverage, report definitions, and campaign configuration scope depend on the actual product version and project implementation.

The value of member-tier purchase analysis lies in its effect on subsequent operational planning: promoted products are supported by purchase evidence, campaign audiences have a clear scope, and benefits match the campaign objective. Product and membership teams can use the same set of transaction facts to coordinate product selection, campaigns, and store services.

For related topics, see Beauty Member Operations: How Can Marketing Automation Work with Beauty Advisor Services? and Beauty Member Segmentation: From Purchase Frequency to Member Groups and Differentiated Marketing.