🎯 Free Membership & Points System
Zalando’s updated Plus programme is now free, replacing the previous paid annual subscription. Customers will earn points for purchases and other interactions on the Zalando app or website. These points unlock various benefit levels, such as birthday vouchers and exclusive event access. This new approach enhances the customer experience by rewarding engagement, not just spending. It’s part of Zalando’s strategy to deepen customer loyalty and offer a tailored shopping journey.
🌍 Expansion after Successful Tests
In July 2024, Zalando tested this new programme in Spain with positive results. Starting September, they are expanding to France and Austria. Existing Plus members in these countries will automatically transition into the new programme, and their past engagement will count towards benefits. Additionally, they will receive a full refund for any annual fees they paid under the old programme. Customers can now benefit without needing to restart the points system from zero.
📈 Growing Zalando’s Loyalty Base
Zalando has seen its membership grow to over 2.5M across 8 markets. According to Pascal Hahn, VP of Customer Conversion at Zalando, “This new approach allows us to not only address these needs but also offer Plus to virtually all Zalando customers.” This evolution allows Zalando to provide a seamless, valuable loyalty experience for more users, showing appreciation through benefits rather than membership fees. It marks a significant shift from pay-to-play to engagement-focused rewards.
🔮 Future Plans for Expansion
While France and Austria are the latest markets to experience this upgrade, Zalando has plans to bring the new Plus programme to more countries in 2025. Until then, existing Plus members in other regions will keep their current benefits unchanged. This shift indicates Zalando’s long-term goal of making customer loyalty a key part of its competitive edge, as it prioritises user engagement and satisfaction across Europe.
What do you think about Zalando’s new loyalty system?
