Efficient Management of Private Traffic through LINE’s Membership System

According to a Mckinsey research report, companies that place greater emphasis on customer experience and interaction bring total returns to shareholders that are three times greater than those of companies focused on general experiences within ten years. Therefore, a customer-centric omnichannel strategy and D2C (Direct-to-consumer) brand management strategy began to ferment during the pandemic. A survey by the Future Trading Office found that by 2023, 96% of the 110 retail enterprises in Taiwan have started to operate e-commerce independently and utilize online digital tools to directly manage customers, converting public traffic into their own members, collecting digital footprints, strengthening the brand experience journey, and increasing the share of wallet.

Due to LINE's high penetration rate in the Taiwanese market, an increasing number of businesses, in addition to building e-commerce and apps, are choosing LINE as a channel for social marketing. Brands with a complete omnichannel strategy choose to establish CRM on LINE or integrate their own CRM, making it a gateway for omnichannel members and more efficiently managing private traffic.

How can we further manage the friends and members collected and converted from various channels on LINE? Effectively utilizing every push notification expenditure to encourage customers to complete their journey, become repeat customers after conversion, facilitate a high repurchase rate, and create a vibrant membership economy is the goal for every brand introducing LINE OA. This article will combine practical brand case studies on managing LINE OA and successful examples of implementing AI CRM to share advanced management strategies.

Note
The cost of traffic is increasing. With LINE Official Accounts set to adjust prices and plans in September 2023, there will be an average increase of 10%-20% compared to the previous version. According to the message broadcasting calculator, if you have 500,000 friends and broadcast more than three times a month, the message cost could reach 150,000.

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