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Flipkart First : Flipkart’s loyalty program to relaunch

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Flipkart is soon going to relaunch its loyalty program with added service to take on Amazon Prime in India.

In a bid to reorganise its eCommerce ecosystem and to take on Amazon in India, the homegrown eCommerce startup Flipkart is going to soon relaunch its loyalty program — Flipkart First.

As per the reports, the company is in talks with MakeMyTrip, Ola, BookMyShow, among others to offer more value-added services to its customers.

The ‘Flipkart First’ loyalty programme was first launched in the year 2014. It was introduced as a premium subscription-based services that offered free fast delivery, discounted same day delivery and priority customer services.

However, the company wasn’t able to offer service that satisfied the users, and also there was no other added benefit. Then, Amazon entered the space with the Amazon Prime offering and thanks to the access to Prime Videos, it managed to get millions of users onboard.

This time, the Bangalore-based eCommerce firm has a massive amount of capital which it can utilise to provide other services as well, with strategic partnerships with other service providers.

Such initiative to join hands with other online platforms for improving customer experience on its platform will definitely boost Flipkart ecosystem against Amazon.

In order to increase its margins and to control the quality of product as well as customer’s experience, Flipkart has now been focusing on its own private label brands. It recently launched Anmi — an ethnic brand for women’s fashion. Prior to that, it had launched Mentronaut and Divastri in the fashion category.

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