Bengaluru-based company Flipkart is planning to take on its business rival Amazon's flagship subscription service Prime by introducing a loyalty programme Flipkart Plus.
This is the biggest decision taken by Flipkart since its majority share was bought by Walmart in May. Unlike Amazon's Prime service, Flipkart Plus won't be a paid programme but will bring along many offers like free delivery, early access to sale events like Big Billion Day, and other rewards across brands based on the frequency of transactions a customer makes.
In 2014, Flipkart had introduced a paid service at Rs 500 per year under Flipkart First, which proved to be unsuccessful for the business.
Flipkart Plus will be launched on Independence Day. The subscription programme will begin to earn 'Plus Coins' with each order, which will help them avail of benefits across shopping, travel and content. Flipkart is partnering with streaming service Hotstar, movie ticketing platform BookMyShow and travel booking site MakeMyTrip, among others.
Amazon Prime is a paid service. But Flipkart isn't going that way. Flipkart CEO Kalyan Krishnamurthy said, "At Flipkart, we deeply understand the Indian customer and solve for them meaningfully. This means that everything we do is not just limited to a particular section of the society but appeals to a wider audience."
Flipkart has denied the extension of this programme to Myntra, Jabong and PhonePe customers for the time being.