Alibaba Loyalty Program Launches ‘VIP’ Tier To Drive Member Engagement On And Offline

Alibaba Loyalty Program Launches ‘VIP’ Tier To Drive Member Engagement On And Offline
Consumer Goods

Members can purchase the premium “88 VIP” package to access more brand services, discounts and benefits, while also providing valuable consumer insight as the retailer pursues omnichannel optimization

Todd Neikirk
  • 7 november 2018

Chinese retail giant Alibaba has created a massive business and in turn a massive ecosystem. Now the company is launching a rewards program that aims to benefit those customers who take advantage of all of its product offerings.

The company already offers its 88 Membership Club free of charge, which entitles members to discounts and the ability to accrue points. Now the company is offering a top-tier status: Once customers reach 1,000 points, they can become ‘88 VIP‘ members, which involves paying a yearly fee of RMB88 (around $13 dollars), and offers both a 5% discount along all product offerings as well as access to video streaming, music streaming, delivery and a ticketing portal.

Chris Tung, Chief Marketing Officer of Alibaba Group says of the initiative, “Customers always take center stage at Alibaba. With the introduction of New Retail, customers are more engaged both online and offline. The decision to have an exclusive membership tier is not just about rewarding our most active members, it’s also about building an all-around experience our customers can enjoy every day.”

Overall, Alibaba intends for the service to enhance the shopping experience for its 500 million users, while also marshaling consumer insights to better connect brands with its members. The company plans on enhancing the service and benefits further as more users join, continuing its efforts towards its “New Retail” concept, an omnichannel strategy that mixes technology, interactivity and a combination of on and offline commerce to deliver efficient service across all brand touchpoints.

Alibaba

Chinese retail giant Alibaba has created a massive business and in turn a massive ecosystem. Now the company is launching a rewards program that aims to benefit those customers who take advantage of all of its product offerings.

+Asia
+consumer goods
+Delivery
+Delivery & Logistics
+loyalty & membership
+retail

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