1. User Segmentation: Accurately Identify Retention Gaps

1.1 Lifecycle-Based Segmented Operations

•New Users: Low trust during the first purchase. Strategy: surprise gift to encourage repurchase. Example: Perfect Diary gives a custom makeup mirror with the first order, increasing repurchase rate by 30%.

•Active Users (within 30 days): Continuous value delivery. Example: Starbucks offers a "Buy One, Get One Free" promo on new items in-app.

•Silent Users (no purchase in 90+ days): Targeted re-engagement. Example: Taobao sends personalized messages about discounted favorite items.

•Lapsed Users (inactive for 180+ days): Strong benefit recall. Example: JD sends "exclusive return coupons" worth 199-100 RMB.

1.2 RFM Model Optimization

•High-Value Users: Frequent and high-value purchases in the last 30 days. Strategy: invite to VIP community, early access to new releases. Example: Xiaomi's "Mi Fans Club."

•Low-Value Users: Low frequency and value in the past 6 months. Strategy: clearance sales targeting dormant users. Example: Pinduoduo's "1 Yuan Flash Sale."

2. Private Domain Operations: Building High-Frequency Engagement

2.1 Community Management

•Content-Based Communities (beauty, baby care): Weekly themes like "Skincare Wednesdays," Q&A lotteries with samples as prizes. Example: HFP's daily skincare tips boost repurchase by 25%, 60% open rate.

•Discount-Driven Communities (FMCG): Exclusive coupons, group-buying alerts. Use WeChat SCRM to auto-reply with coupons linked to first purchases.

2.2 Membership Tiers

•Tiered Benefits Design:

◦Bronze (RMB 500): Birthday month coupons, priority after-sales

◦Gold (RMB 2,000): 20% off pre-orders, dedicated customer service

◦Platinum (RMB 5,000): Annual health check-up, offline brand events

◦Example: Costco’s 91% renewal rate driven by member exclusivity

3. Product Experience: End-to-End Optimization

3.1 After-Sales Services

•Package Add-ons: Samples, thank-you notes, product guides

•Follow-up Messages: 3-day feedback request, 5 RMB cashback for reviews

•30-day Reminder: Replenishment prompts with discounts

3.2 Personalized Recommendations

•Purchase History-Based: If user buys cat food, suggest litter/cans

•Scenario-Based:

◦Seasonal: Recommend coats/boots in winter

◦Behavioral: Unpurchased cart triggers discount alerts

4. Emotional Connection: Storytelling & Brand Values

4.1 Storytelling Campaigns

•User Story Submissions: Win year-long free trials based on votes

•Example: Luckin Coffee’s campaign printed user content on cup lids

4.2 Brand Purpose Communication

•Example: Patagonia donates 1% of profits per fleece sold to environmental causes

4.3 Offline-to-Online Feedback Loops

•Pop-ups: QR code trials drive private domain group growth

•Member Events: Naixue’s coffee tastings increased next-month repurchases by 50%

5. Data-Driven Strategy: Closed-Loop Monitoring

5.1 Retention Formula Breakdown

•Formula: Retention = (active users on day N / original users) x 100%

•Fixes:

◦Low 7-day retention: Check poor logistics or unboxing experience

◦Low 30-day retention: Review lack of community follow-up

5.2 Automation Tools

•SCRM: Auto-tag users, send weekly skincare reports

•SMS Marketing: Trigger messages for frequent but non-converting product views