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Jabong has ended the customer loyalty plan it has been giving to the customers since its inception. The ecommerce company has been under pressure from its German investor Rocket Internet who was asking the company to improve its bottom line; and finally it has bid adieu to the programme because of operational difficulties.
Customers could collect points with their every purchase under this programme. Each point was worth Rs 1 which could be collected and used to pay for the items that they purchased later on. The fashion and lifestyle portal was running two types of loyalty programmes. ‘Classic’ and ‘Platinum’. The Classic membership was the default one which was offered to the customer when he signs up and provided 2% of order value as loyalty points. Platinum membership was provided to those who used to purchase from Jabong website for a minimum of Rs 7,500 during a period of three months of their first purchase.
With the closure of the loyalty programme, consumers will no longer be able to earn points when they shop from Jabong. They can redeem the points, that are already in their account, until October 31.
The company has said on its website that it has plans to replace the loyalty plan with an entirely new feature. The website said “A new feature that promises enhanced value for every purchase is in the pipeline.”
Image source: http://economictimes.indiatimes.com/