Loyalty programmes are the flavour of the season. Afteronline food delivery platform rolled out Swiggy Super on July 30 and India’s largest e-commerce marketplace launched Flipkart Plus on August 15, now fashion and lifestyle e-tailer Myntra is to launch its customer loyalty programme Myntra Insider on Wednesday to better engage with its users.

“An average customer comes to Myntra about 40 times a year and buys four times a year. With Myntra Insider, which has been in the works for the last six months, we aim to get our fans to visit us over 100 days a year and make 12 purchases a year. We aspire to have 10 million Myntra Insiders over the next 12 months” Ananth Narayanan, CEO, Myntra-Jabong, told BusinessLine .

Myntra Insider is open to every registered user and rewards members not only for purchases but also for engagement: browsing new categories, sharing feedback, and wish-listing. Users will get offers from sellers on Myntra and lifestyle partners.

Swiggy Super, a paid loyalty programme that was piloted with 2.1 lakh of its users in seven cities, is now open to all 27 cities that the delivery service operates in, for a monthly introductory offer of ₹49 and ₹129 for three months. Subscribers get free deliveries on all orders.

Flipkart Plus, a no-fee loyalty programme that allows users to earn ‘Plus Coins’ with each order to unlock benefits across shopping, travel and content, has already gone past the 1 million member count.

How successful are such programmes in hooking and retaining customers? “E-commerce firms are trying to lock-in the most evolved customer base through their own version of loyalty initiatives. While it will work with a certain loyal customer base, the impact on a wider customer base would need to be seen over a period because loyalty programmes have not worked in India across industries” observed Anil Kumar, CEO, RedSeer Consulting.

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