Effectiveness of an E-Commerce Membership Program across Customer Loyalty Levels: A Case Study of Zojirushi

Abstract

This study aims to analyze the effectiveness of a Membership Program and Personalized Marketing strategies influencing consumer behavior in the e-commerce context, using Zojirushi as a case study. The focus is on high-potential customers who demonstrate brand loyalty. A quasi-experimental research design was employed, combining quantitative data from 4,097 customers with qualitative insights from 20 interviews. Key analytical tools included the RFM model, Customer Lifetime Value (CLV), and Net Promoter Score (NPS). The findings reveal that 1) the tiered membership system led to a 240 per cent increase in total members within three months, along with an 84 per cent increase relative increase in the repeat purchase rate and a 48 per cent increase in Customer Lifetime Value (CLV); 2) personalized experiences, such as laser engraving services, generated stronger engagement than standard monetary incentives; and 3) the average NPS score was 40.00, indicating a moderate level of customer loyalty, while the targeted customer group responded less than expected due to limitations in communication. The study recommends enhancing communication channels, refining benefit structures, and tailoring evaluation frameworks to align with the purchase cycles and behavioral patterns typical of durable goods consumers. This research contributes practical implications for designing effective loyalty programs in e-commerce environments, especially for brands offering long-lifecycle products.