Being a loyalty program creator myself, it is exciting news that one of the best loyalty programs of the world (#Amazon #Prime) is getting some competition from its prime competitor in India, #Flipkart.
Flipkart is now launching Flipkart #Plus wherein they have roped in benefits from #BookMyShow, #Makemytrip and content from #Hotstar. Apart from that, obvious benefits of faster delivery/exciting deals/free shipping etc.
However, its a moot point that whether a consumer will enroll in Plus to get discounts at BMS or MMT? Is this benefit unmatchable or even required? A loyalty program needs to create special experiences for consumers which cant be matched by anybody else.
Amazon Prime with its original content like Breathe or Inside Edge is simply unmatchable (except netflix). A hotstar cant even stand in competition to that.
And Amazon Music with its ad free music also cant be matched even with saavn/gaana (with ads). Thats another unmatchable benefit.
An indian consumer anyways enjoys points/discounts at BMS/MMT, there is nothing new there.
Plus on paper is on a backfoot vs Prime. And thats why its not paid. Its free. How it fares, Time will tell.
#consumer #ecommerce #loyalty #crm #marketing
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