Zalando evolves its Plus programme to reward customers’ loyalty

• The new Zalando Plus programme rewards customers for their engagement with points that unlock different benefit levels
• This experience was successfully tested in Spain in July and now expands to France and Austria

BERLIN, SEPTEMBER 10, 2024 // Zalando is evolving its Plus programme to a new points-based system that rewards customers for their continued loyalty. This new approach aligns with Zalando's commitment to offering high-quality shopping experiences and strengthening customer relationships.

The new Zalando Plus programme will be free to join, instead of requiring an annual fee, and will reward customers for their overall engagement. This includes purchases as well as other actions on the Zalando app and website, such as subscribing to newsletters. With each action, customers will earn points, enabling them to unlock four distinct benefit levels that include both benefits offered by the current Plus programme as well as new ones, such as birthday vouchers or access to exclusive events. The Plus programme ensures that customers can enjoy the best version of Zalando.

"Over the past years, we have built a robust membership programme with more than 2.5 million members in 8 markets. One of the findings from this journey was that our customers wanted to feel recognised and appreciated for regularly engaging with Zalando. In fact, 61% of our customers actively seek rewards for their loyalty," says Pascal Hahn, VP Customer Conversion at Zalando. "This new approach allows us to not only address these needs but also offer Plus to virtually all Zalando customers."

Zalando successfully tested the new experience in Spain since July and is now bringing it to France and Austria. Existing Plus customers in these markets will be refunded their full annual subscription fee and, to ensure an optimal experience, will automatically be able to access some benefits based on their historical engagement on Zalando instead of starting to collect points from scratch.

While Zalando plans to introduce this programme to more markets next year, there will be no changes for current Plus members or their existing benefits in these countries until then.

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