CNBC AI News, August 8th – Alibaba’s 88VIP program is sweetening the pot yet again. The premium membership service is now offering its subscribers the chance to snag a year-long subscription to Hema X Gold, the upscale membership tier of Alibaba’s grocery chain, for a mere ¥88 (approximately $12 USD). The Hema X Gold membership typically retails for ¥258 ($36 USD), representing a significant discount for 88VIP members.
The new perk is live as of today, giving 88VIP users immediate access to the discounted Hema membership.
In a savvy move to incentivize uptake, Hema is also facilitating refunds for existing Hema X Gold members who are also 88VIP subscribers. This allows them to leverage the 88VIP benefit and re-enroll at the reduced rate, essentially converting their existing membership into the cheaper 88VIP-subsidized offering. This suggests a strategic alignment between Alibaba’s various platforms to reinforce customer loyalty within its ecosystem.
For existing Hema customers who aren’t 88VIP members, Hema is offering alternative sweeteners, including complimentary upgrades to family-style accounts and extensions on current membership durations. This prevents customer attrition and underscores Hema’s commitment to retaining its broader user base.
This announcement follows a recent overhaul of the 88VIP program, marking its seventh anniversary. The revamp included additional benefits stemming from the Taobao Grand Member initiative, all bundled without any increase to the subscription fee. This maintains the perceived value proposition and encourages continued membership.
New additions to the 88VIP repertoire include: a complimentary 90-day Hema X Gold membership trial separate from the headline offer; preferential order handling and guaranteed on-time delivery through Ele.me (Alibaba’s food delivery platform); elevated benefits for Fliggy F3 members and above (including complimentary breakfasts, room upgrades, airport lounge access, and expedited security clearance); generous travel vouchers starting at ¥1500; discounted movie tickets at ¥18 per month; and Gaode Map travel voucher packages priced from ¥140. These perks encompass a wide range of lifestyle needs, further solidifying 88VIP as a one-stop loyalty program.
According to Hema’s CEO, integrating with Taobao’s 88VIP program on August 4th resulted in a doubling of Hema X Gold membership numbers by August 6th. This rapid growth demonstrates the synergistic effect of combining loyalty programs across Alibaba’s vast ecosystem.
With this latest enhancement, 88VIP now boasts over 20 distinct benefits, covering various aspects of daily life, from dining and entertainment to travel and accommodation. The program’s comprehensive approach suggests that Alibaba is doubling down on customer retention and seeking to consolidate its users’ spending within its digital domain.
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/6677.html
