🎯 Zalando's Loyalty Evolution
Zalando, the Berlin-based e-commerce leader, is shaking up its loyalty model. Its 'Plus Programme,' which once charged members an annual fee, is now free. Instead of paying, customers can earn points for purchases and activities like subscribing to newsletters. These points unlock perks such as birthday vouchers and exclusive event access. Pascal Hahn, VP of Customer Conversion, said, "We’re making this offer free of charge to meet customer expectations." The programme spans eight markets and serves 2.5M members.
🌍 Expansion to New Markets
After a successful pilot in Spain, the revamped loyalty programme is now live in Austria and France. This rollout is part of Zalando's strategy to expand its market influence. The seamless transition ensures existing Plus members automatically receive benefits aligned with their historical usage. In Spain, the free model has already boosted customer retention and activity rates. Zalando’s approach underlines its commitment to customer satisfaction.
💡 Key Benefits for Members
The four-tier points system rewards consistent engagement. Members can earn points through shopping and activities, enhancing the user experience. Exclusive birthday vouchers and early access to special events make it appealing. Zalando is also refunding the previous annual fees to all Plus members, a move likely to bolster goodwill. The company aims to integrate the programme across all its key markets by mid-2025.
📈 Strategic Impacts and Future Outlook
Zalando’s shift aligns with industry trends favoring free, interactive loyalty models. By removing the annual fee, the company reduces barriers to entry and increases customer stickiness. With 2.5M current members and a growing base, Zalando sets itself apart in the competitive e-commerce space. This strategy could strengthen its market position and influence customer behavior. Zalando’s focus on customer-centric changes signals its adaptability and growth ambitions.
Will free loyalty programs dominate e-commerce in 2025?
