H&M has unveiled its global loyalty program, H&M Member, in India. The Swedish apparel retailer is expecting this launch to play a significant role in its growth considering the transformation in consumer behaviour amid the COVID-19 pandemic.
This launch coincides with the company’s completion of five years in the country.
Janne Einola, Country Manager, H&M India, said, “It (H&M Member) will play a significant role. We know in retail there is a big transformation going on, not only in India but globally where people are preferring to shop more and more on the digital channel, H&M is working hard to make it possible for every customer to choose their own channel where they feel more confident to buy.”
“The digital membership programme, which is open to everyone who is above 18 years of age, is designed on the principle of relationship-building while focusing on the need for personalization,” he added.
With this loyalty program, online or in-store shoppers will enjoy exclusive benefits and rewards, special member promotions, as well as early access notifications to selected sales, events and experiences, among others.
Einola further stated, “Personalised shopping experience is going to be a big thing in the future. The festive season on, the company felt that October would be a perfect moment to launch the loyalty programme and try to engage and activate members in line with the brand’s value and identity that H&M stands for.”
The company’s global loyalty program, H&M Member, is a two-tiered program, with ‘Member’ and ‘Member Plus’ status.
Einola said, “The COVID-19-induced lockdown affected the company’s operations in India like any other retailer with three months of a complete shutdown of physical stores. In our case, we could not run our online stores for two and a half months, however, the company is gradually recovering and is bullish on the long-term prospects in India.”