Mobile loyalty programme from Jealous 21

Jealous 21, the denim brand from Indus League Clothing, is betting big on its mobile phone based loyalty programme ‘Club J21'. The six-month-old initiative has garnered 8,000 members and the brand is looking to double the count this calendar year.
Explaining the rationale behind the mobile loyalty programme, Kanwalpreet Walia, Marketing Manager, Indus League, says, “Jealous 21 is targeted at girls between 18 and 24 years. Young girls generally don't remember to carry cards but they are addicted to the mobile phone. A mobile phone based loyalty programme where there is no physical card is hassle-free. The mobile number is the unique customer ID and registration number.”
Club J21 also allows members to send gift vouchers to friends via SMS. As per Walia 32 per cent of loyalty members go in for repeat purchases. And about 45-50 per cent of customers billing at Jealous 21 stores enroll for the loyalty programme. The Rs 55-crore brand expects the conversion rate to rise to 60-65 per cent this year.
Currently, the Club J21 programme is valid only at six of its exclusive brand outlets in Bangalore and Mumbai. The loyalty initiative will be rolled out pan-India this year.