Zalando, a Berlin-based online fashion retailer, is pivoting its strategy to employ more exclusive shopping strategy, offering invitation-only access to limited items for its Zalndo Plus members. Interested customers can sign up for an invitation through the Zalando app, with Zalando-Plus members having priority.
GLOAccording to latest intelligence from PYMNTS, as prices rise, people are cutting non-essential expenses, but retailers can retain customer spending through attractive membership perks. Zalando, a Berlin-based online fashion retailer, is pivoting its strategy to employ more exclusive shopping strategy, offering invitation-only access to limited items for its Zalndo Plus members. Interested customers can sign up for an invitation through the Zalando app, with Zalando-Plus members having priority. The approach is deemed beneficial for customers, brand partners, and Zalando.
Similarly, Amazon and Walmart seek to attract more members with exclusive experiences. Walmart collaborates with Disney+ to offer a $40 discount on its subscription service, including perks like free grocery delivery. This trend extends to the streaming industry, with services partnering for bundled packages. Peacock partners with Instacart, and Amazon tests a grocery subscription for Prime members, offering unlimited delivery and perks for $9.99 a month in select cities.
According to PYMNTS Intelligence, loyal subscribers constitute a significant revenue portion in retail subscription commerce. These subscribers spend an average of $65 per month, retain subscriptions for 30 months, and have a projected lifetime value exceeding $2,500. Loyalists, mostly millennials, show strong commitment, with over 50% earning over $100,000 annually. Aligning subscription offerings with younger generations’ preferences is crucial, emphasizing the need for design alignment with their interests.
