In Hong Kong, an international city with a global digital penetration rate of up to 87%, e-commerce companies are facing a key issue: How to change from “first tasting” to “repeated purchase” in the red sea of competition with every inch of land? The intelligent upgrade of the mini program member system is becoming a golden key to solving this dilemma. According to statistics, the average purchase rate of Hong Kong e-commerce platforms using member systems is 42% higher than that of non-member merchants. Behind this is the formative transformation of user operation strategies from extensive traffic harvest to refined relationship cultivation.
Mini Program Member Segment System Design: 4 Real-time Strategies for Hong Kong Retail Industry to Improve Purchase Rate
The professional small program development company Infocode Blue Information Technology will deeply explore the four practical strategies for Hong Kong’s retail industry to improve purchase rates.
Why did the mini program member system become a compulsory course for e-commerce in Hong Kong
Hong Kong consumers are in Asia Pacific with real-time requirements, and 80% of users will choose to leave after waiting for the page to load for more than 3 seconds. The lightly quantified mini program does not require download, use and walk, perfectly meets the living needs of Hong Kong people. The implementation of TNG Wallet and HKTVmall shows that after embedding the member system into the applet, the number of users’ opening frequency increases by 3.8 times per week, which laid the foundation for the subsequent repurchase.
What’s more important is that the intelligent member system can achieve multi-dimensional data communication. When users define offline member cards and online consumption records on Watsons applets, the system can automatically construct a three-dimensional image with 128 characteristics including shopping preferences, consumption cycles, and price sensitivity. This data asset has enabled Hong Kong Sasha to increase the approval rate of member coupons to 71% during the peak season of 2023, far exceeding the industry’s average of 35%.
Four practical strategies to improve purchase rate
Moving Member Classification System
The “M-Status” plan launched by Hong Kong Vientiane to overwrite the traditional fixed-level system, adopting the AI drive-in real-time lifting and lowering mechanism. The system recalculates member rights based on 17 indicators including consumption activity and customer price changes every 72 hours, increasing the retention rate of high-end membership by 65% year-on-year. This “the more you live, the more you benefit” model successfully drives users’ average annual purchases from 4.2 times to 7.9 times.
Game-based mechanism of metabolic biomass
The gameplay of “score and video game” created by the mini program under Hong Kong Telecom is very proactive. Users can not only deduct cash from points, but also participate in the second-hand shooting of limited edition products. Diverable design of diversified circulation scenes has stabilized the monthly activity level of users of this platform at 89%, and the percentage consumption rate is 2.3 times that of traditional malls.
Smart scene-based touch
In response to the characteristics of Hong Kong users’ commuting periods (8-9 am, 6-7 pm), Japan City launched a combination of “interland arrival reminder + limited time discount” in the mini program. By matching LBS positioning with member consumption data, Push a personalized offer when the user is about to arrive at the site where the business is located, successfully increasing the commuter time order share from 12% to 34%.
Social splitting motivation mechanism
The “membership growth tree” designed by Hong Kong mother and baby e-commerce company Bumps to Babes is extremely ingenious. After the user invites friends to register, both parties can obtain the nourishment of the irrigated tree seedlings, and the tree grows to a specific stage and can be exchanged for physical gifts. This method of visualizing social relationship value reduces the cost of attracting customers of the platform by 58%, and the average LTV for inviting users is 2.7 times that of non-inviting users.
Key details of Hong Kong’s localized operation
During the payment cycle, accessing eight common local payment methods such as AlipayHK, WeChat Pay HK, and PayMe can increase the member opening rate by 23%. In terms of language settings, support three-language switching that supports traditional Chinese, English, and English voice searches can cover 98% of Hong Kong users’ needs. It is worth noting that 32% of Hong Kong consumers are more inclined to choose merchants who provide carbon score bonuses, which is an ESG element that cannot be ignored in the design of mini program member system.
Currently, Hong Kong e-commerce companies have integrated innovative functions such as AR trial makeup and AI nutritionists in mini programs. Through the virtual color trial function in the mini program, the Zhuoyue Group has reduced the return rate of beauty products by 41%, and the sales rate of the connected products by 29%. This indicates that the member system is evolving from a single pure rights center to an experience value-added platform, and this evolution is precisely the core of building user loyalty.
The latest research by the Hong Kong Consumer Council shows that users who are willing to pay a premium of 10%-15% for high-quality member experiences have expanded by 2.4 times compared to three years ago. This means that when e-commerce companies use mini programs to penetrate member services into the entire link of “Selective Decision-Purchase Payment-Sales Response-Social Sharing”, the increase in purchase rate will no longer be a short-term fluctuation that promotes sales, but a continuous growth curve brought about by deep digging user value.
For more information about the development of mini program, or if you want to know the cost of mini program, please contact blue customer service.
