便利商店產業之點數經營策略研究

Abstract

台灣連鎖式便利商店密集度僅次於韓國，居全世界第二，為消費者日常生活為重要的零售業場景，面對同業競爭及其他零售產業及電商平台積極掠奪，台灣便利商店龍頭統一超商及全家便利都推出會員制點數忠誠度計畫，透過點數回饋及兌換機制，鞏固客戶忠誠度，提高營收。 統一超商的點數機制推出時間較早，其於2004年結合icash儲值卡推出第一代點數機制，更於2014年整合集團資源，建立OPEN POINT生態圈，全家則於2016年推出可以累積點數的App。全家雖為市場老二，率先以客戶體驗為導向，進行數位轉型，後發先至，會員數快速超越統一超商，帶動全家點數的使用快速成長。相對全家，統一超商OPEN POINT生態圈發展策略明確，強調多通路可消費、可累積點數、可兌換點數，但在數位轉型階段，一度居於競爭弱勢。從2016年到2021年經過6年的激烈競爭，發展至今，兩家的點數機制、App功能、基本回饋率(均為0.33%)、點數可兌換的品項類別、點數效期差異不大，主要差異為生態圈的經營。隨著全家於2022年4月推出全盈+ PAY生態圈，兩家發展策略愈趨於一致，都以結合支付、會員、點數及發展生態圈為未來經營重點。 競爭仍在繼續，兩家龍頭都宣示以持續追求會員數及會員貢獻成長為目標，要能建立差異化競爭優勢、提升競爭力，本研究提出四個建議為(1)建立明確的經營指標及管理機制(2)以客戶為中心，持續優化客戶體驗(3)以數據驅動、以點數為工具，OMO精準行銷(4)運用1500萬客戶基盤，與夥伴/供應商合作，創造新收益來源

The density of chain convenience stores in Taiwan is ranking second in the world. It is an important retail scene for consumers' daily life. Facing competition, Taiwan's convenience store leaders, President Chain Store Corporation (PCSC) and FamilyMart, have launched bonus point loyalty programs to strengthen customer loyalty and increase revenue. The bonus point loyalty program of President Chain Store Corporation (PCSC) launched earlier. In 2004, it launched the first-generation point mechanism in combination with the icash stored value card. In 2014, it integrated the group's resources and established the OPEN POINT ecosystem. In 2016, FamilyMart launched its bonus point loyalty program. Although FamilyMart is the No. 2 player in the market, it took the lead once by successful digital transformation, and the number of members quickly surpassed that of PCSC. After six years of fierce competition from 2016 to 2021, the two loyalty programs developed little difference so far. The basic rebate rate is the same as 0.33%, and the categories of items that can be redeemed by points are also similar. The competition is still going on, and the two leaders have declared that the goal is to continue to pursue the growth of the number of members. There are four suggestions to establish a differentiated competitive advantage and enhance competitiveness. The four suggestions are (1) establishing a clear KPI and management system (2) building a customer-centric culture to continuous optimize customer experience (3) analyzing customer data to provide customized service (4) cooperating with partners/suppliers to create new revenue streams.