With the announcement of the Amazon’s Prime Day sale, rival Flipkart is also expected to introduce its loyalty programme soon by the end of July or in the starting of August.
The programme, however, will be carried forward in a way different from it has ever been. The company won’t charge any subscription fee, rather the Flipkart customer loyalty programme will be based on the amount of purchases a customer does. After hitting the given amount of purchases, the customer will be eligible to enjoy the benefits of the programme.
“The idea is to start treating the cohort of loyal customers as more special. This is why it will be based on frequency and repeat purchases rather than a fixed fee paid upfront,” a Flipkart employee said.
According to the company, the loyalty programme will offer faster and free deliveries, early access to deals and other privileges across its group companies including PhonePe and Myntra to its loyal customers.
According to the reports, the company has kept aside an amount of Rs 1,178 crore for expenditure for the same purpose for the next three years. This amount will be used to provide services in this regard.
The news comes just a day after Flipkart’s rival Amazon announced the beginning of its Prime Day sale. The one and a half years old Amazon Prime has received a stupendous response from the customers. Flipkart too had started a similar programme called Flipkart First but due to a cold response by the customers, it did not continue to perform.
Amazon Prime offers one-day and two-day delivery apart from discounts on select products and access to Prime Video in an initial price of Rs 499, which was recently increased to Rs 999. However, Flipkart’s approach will be totally different.
After the Walmart-Flipkart deal, the company has tied up its laces and is on the track of expansion and immense growth. It might be interesting to watch how the battle between the two e-commerce rivals continues and who wins the competition of winning customers.