Introduction

Member days is a new ceremony for all Nike members to amplify membership and build loyalty. The purpose of this study is to help teams have a better understanding of how the member days campaign performed in retail store, and to illustrate benefits in terms of member acquisition, retention and reactive.

This study focuses on these main aspects:

1. Identify and tag all Member Days thread visitors, and general statistical analysis on Member Recruitment, Retention, and Reactivation

2. Track and see how these thread visitors purchase in retail stores during and after Member Days

3. Identify which stores are favored by these thread visitors

4. Study on general orders above 788RMB and the order-split rate

Data

1. Inline Transaction Data 1

All transactions occurred in China. Time period is from 12/30/2021 to 01/16/2022.

2. Member Data 2

Member data includes information about the members who made inline purchases in stores, including register_date, UPMID, and so on, This is to identify member’s registration date and active dates.

3. Thread visitor’s anonymous ID 3

Data includes information about the members who experienced engaged Member Days, including anonymous ID, cp code, and so on.

4. Scalper (Huangniu) Data 4

Scalper data was based on Yunhai’s Scalper Detection Machine, including scalpers’ UPMID, and so on.

5. Wechat Click Data 5

Wechat click data includes information about the members who active in wechat, including anonymous ID, open_id and so on. This data is used to match anoymous ID to our UPMID.

Member Days General Metrics

A total of 41689 thread visitors recorded from the thread visitor data during the Member Days period, including pre-heat and Member Days, and we collected 29299 members which can be matched with our retail store database for the following analysis.

1. Overall Thread Visitors Tagging Distribution

period preheat (12/30-1/4) % of total preheat visitor member days (1/5-1/9) % of total memer days visitor
new member 1642 12% 1039 5%
existing member-active(past 3M) 6833 50% 15734 69%
existing member-non-active(past 3M) 5133 38% 6186 27%


  • According to the table above, most of new members are attracted during pre-heat phase, and most of the existing member participated during the Member Days phase.

  • 50% of thread visitors are existing active member during preheat phase and 69% of thread visitors are existing active member during member days.

  • 38% and 27% of thread visitors are reactivated during preheat and member days period.

Members Retention and Reactivation during whole Journey (12/30 -1/9)

Pie chart above shows composition of total thread visitors traffic (from 12/30 to 1/9), and we can see that member days reactivated 11319 non-active members and retained 15299 active members, which accounts for over 90% of total visitors. This shows member days has great influence on customers’ brand loyalty and awareness.

The general thread visitor tags shows the Member Days campaign successfully recruited, retained, and reactivated a great number of members. However, let’s have a deeper look on how these members purchase in our inline stores.

CP Code Scans in Retail Stores

In retail store, members can scan store cp code to enter member days event. However, very few thread visitors are from direct scan of the cp codes in retail stores, and numbers are showed below.

store # of visits (12/30-1/4) # of visits (1/5-1/9)
HOI 8 16
GZRISE 4 33
HHBE 0 18
WHBE 1 3
SH LIVE 0 2
BJ LIVE 0 0
SH IAPM 0 10
BJ ECMALL 0 0
SH X158 2 3
BJJL 0 11
BJGW 9 9
CQXY 0 0
SYSY 0 8
GZXS 0 3
SYDD 0 2
HZXA 0 0
WHJYT 0 2
ZZCJ 7 5
GYGD 0 5
HHHTCZQ 0 5
wechat OA 6405 1496
total visits 6436 1631

2. Inline Buying Member Distribution

Inline Buying Members Distribution during Member Days (1/5 -1/9)
KPIs value % of total buying member
1st-time buying new member 125 21%
1st-time buying existing member 207 34%
repeat buying existing member 277 45%
total buying member 609

609 out of 29299 (2%) thread visitors (including preheat and member days thread visitors) purchased in store and 104 out of 609 (17%) buying customers are scalpers.

Members with orders Retention and Reactivation during Member Days (1/5 -1/9)

From the pie chart above, we can see that 34% of buying members who did not make a purchase before are reactivated to buy during member days and 45% of buying members who has made purchase before member day are repeated to buy. Member days largely attracted existing members to buy products.

Member days Buyers Distribution post Member Days (1/10 -1/16)
KPIs value % of total buying member
1st-time buying new member 6 3%
1st-time buying existing member 31 17%
repeat buying existing member 150 80%
total Member Days buyer who made purchase post Member Days 187

187 out of 609 (31%) member days buyer purchase during 1/10 - 1/16. And 80% of them are repeat buying existing member.

Post Member days buying member Distribution (1/10 -1/16)
KPIs value % of total buying member
member days non-buyer 447 70%
member days buyer single post purchase 74 12%
member days buyer multiple post purchase 113 18%
total buyer 634

109 out of 634 buying members are scalpers

  • member days buyer single post purchase: members who purchased product during 1/5 and 1/9 and made a purchase during 1/10 and 1/16.

  • member days buyer multiple post purchase: members who purchased product during 1/5 and 1/9 and made purchase twice or above during 1/10 and 1/16.

This table shows the distribution of thread visitors who make purchase after Member days. 30% of buying members also made purchase during member days.

3. Demand per Member of Buying Memebers

DPM of Buying Memebers during Member Days (1/5 -1/9)
KPIs value ($)
DPM of 1st-time buying new member 113.31
DPM of 1st-time buying existing member 248.19
DPM of repeat buying existing member 430.13
DPM of total buying member 303.07

Customers retained and reactivated by member days have nearly 4 times and 2 times higher DPM respectively compared to new members, indicating existing members reactivated by member days have higher value.

DPM of Thread Visitors Post Member Days (1/10 -1/16)
KPIs value ($)
DPM of non-member days buyer 236.61
DPM of 1st-time buying new member 237.58
DPM of 1st-time buying existing member 277.23
DPM of repeat buying existing member 691.24

According to metrics of post member days, repeat buying existing members of member days have 3 times higher DPM than those who did not make purchase during member days, indicating they have higher brand stickiness and consume more.

Purchase Over 788RMB in Retail Stores

One benefit of member days is getting a necklace when customer purchase more than 788RMB. And we want to see whether customer notice this offer before they made a purchase and whether they are interested in this offer.

buyer type # of member % of total member with order>788
thread visitor with order > 788 465 9%
not thread visitor with order > 788 4528 91%

647 out of 4993 customers with order >788 are scalpers

We analyzed the characteristic of members with order >788:

  • thread visitor with order > 788: customers who purchased more than 788 and visited thread of member days.

  • not thread visitor with order > 788: customers who purchased more than 788 but did not know or visit thread of member days before.

Only 9% of consumer are thread visitors or engaged with Member Days before they made the purchase over 788RMB. Additionally, due to the low scan rate of the in store CP code, Most of consumer who purchased more than 788 were not aware of member days. (We suppose that customer who purchased more than 788 will get a necklace)

Trend of Order-split Rate

The trend of order-split rate can reflect whether customers are interested in necklace member days offered. And high rate indicates customers are willing to spend time splitting orders to get gifts and show the attractiveness of the necklace. We compared average daily order-split rate among three period : December (2021/12/1 -2021/12/30), Member days (2022/1/5 -2022/1/9) and post member days (2022/1/10 -2022/1/20) by store and excluded scalpers.

store name Dec Store Split Rate Member Day Store Split Rate Post Member Day Store Split Rate
HOI 26.2% 26.1% 26.6%
WHBE 41.1% 25.3% 30.2%
GZ RISE 31.8% 26.4% 25.0%
HHBE 23.8% 24.9% 21.1%
SH 21M 32.1% 20.0% 22.3%
SH XS 35.7% 8.3% 27.2%
CQ XY 55.3% 41.7% 41.3%
GY GD 1.5% 24.5% 3.0%
HHHT CZQ 1.4% 33.6% 9.1%
HZ XA 35.8% 6.8% 40.8%
ZZ CJ 6.5% 0.0% 0.0%
SY DD 36.7% 27.6% 52.6%
GZ XS 35.3% 36.0% 24.8%
WH JYT 48.9% 37.3% 59.6%

  • Order-split rate = # of customers with multiple above ￥788 orders in one day one store/ # of consumers spend more than ￥1576 in one day one store.

  • From the chart above, we found that order-split rate of most retail stores did not go up during member days compared to regular month without gift redemption, indicating customers during member days are not aware and attracted by the necklace.

  • For some unite store, like GY GD (贵阳广大), HHHT CZQ (呼和浩特车站前), they have low DPM in general, order-split rate increased dramatically during member days, it is largely due to increase of members who spend more than ￥1576 and this group of members are sensitive to gifts. This shows that for lower tier cities with low DPM stores, the gift attractiveness is higher

Summary and Suggestions

  • Member days has great influence on member reactivation and retention, and most of them have higher DPM and brand stickiness.

  • Only 2% of the thread visitor successfully converted in inline stores, and 17% of them are scalpers, and only 9% of the members who made purchases above 788RMB are thread visitors. And as the trend of order-split rate did not go up for most stores, except some Unite stores in lower tier cities with relatively low DPM, we found that the attractiveness of necklace is limited in most cities/stores. We have also seen a very low CP code scan rate across stores. These show that very few customers at retail store are aware of member days, The total impact of Member Days is very limited at store. We suggest that we implement a step before consumer start their shopping in store: in order to redeem the gift, member must first scan the CP code near the front gate, and at the same time, let them know about this event by having a well-designed in store communication.

  • After we closely examine the new members, 1st-time buyer, and existing buyers recruited, retained and reactivated by Member Days, we found that Member Days successfully activated many members to purchase inline for the first time, at the same time, successfully recruited many new members and served existing loyal members. The DPM of member retained is much higher than new member or 1st-time buying existing member during Member Days, which means that while we successfully recruited and reactivated members, we also made a inline business success on existing member retained.

Acknowledgment

Thank Yunhai Zhang for the supervision and guidance.

  1. Source: Nike Inline Order Line↩︎

  2. Source: Nike Membership Data↩︎

  3. Member thread visits data collected by Wang Jan ()↩︎

  4. Based on the scalper detection machine built by Yunhai Zhang ()↩︎

  5. Source: Nike Wechat Click Data↩︎