Zalando adds early access aspect to Plus programme

By

Sandra Halliday

Published
Apr 29, 2021

Zalando is aiming to drive membership of its loyalty programme, Zalando Plus, with new benefits that add to the scheme’s value.

As a first step, it has unveiled Plus Early Access, which means members in Germany can now get early access to new releases, starting with an exclusive fitness collection by Puma x Pamela Reif.

The company said that its elevated Plus programme “further supports partner brands in deepening customer relationships and growing a following for their brand on Zalando”.

Retailers globally use loyalty programmes and Amazon Prime is perhaps the best example of an online store maximising benefits to drive the huge level of membership that almost guarantees repeat visits and also offers plenty of data.

Zalando said the Plus Early Access development is the first of a series of “highly-relevant, assortment-related benefits that will be introduced to the programme on top of the strong convenience services for members”.

Lisa Schöner, Director of Zalando Plus, said the company is “rolling out the red carpet and opening the store just for [members]. The membership programme further includes free advice from Zalando’s personal stylists, priority treatment from Customer Care and more - all for an annual fee of only €15.”

Along with the launch, during May, brands such as Hugo and Levi’s will also give Plus members in Germany early access to their new collections.