Alibaba expands 88 VIP prestige loyalty program

Alibaba Group has rolled out an upgraded 88 VIP membership program, adding new perks and privileges to its prestige loyalty program.

The new offerings range from discounts at more online flagship stores, memberships for Alibaba’s various services, and wider access to other platforms within the Alibaba ecosystem.

This year’s package extends the 5-per-cent 88 VIP member discount to 300 brands on Tmall, adding to the 88 brands introduced when the club launched last year. Each 88 VIP member will also be automatically entitled to global travel membership with Alibaba’s travel service platform Fliggy, giving them additional benefits when booking international hotels and flights throughout the year.

“The upgraded membership program demonstrates we are committed to enhancing the customer experience and delivering benefits that cover all aspects of our customers’ lives,” said Alibaba Group chief marketing officer Chris Tung.

“Discounts on a wider range of brands and products and deeper engagement with the Alibaba ecosystem have helped us enhance customer loyalty, as well as strengthen our capabilities in cross-selling and generating consumer insights, benefiting customers and brands alike.”

An 88 VIP member spends an average of RMB100,000 annually on services within the Alibaba ecosystem. These VIP members are often the first to discover what later become best-selling items on Alibaba’s platforms. Their purchases usually cover a wider range of categories than typical members. Moreover, these VIP members are more likely to have memberships on multiple services on Alibaba’s platforms.

Launched in 2018, the 88 VIP program has created immense growth opportunities for both brands and merchants, according to Alibaba. For example, Marriott International, the global hospitality group that joined the 88 VIP program last December, has received twice as many hotel room bookings from 88 VIP members than from non-members. The land, a New Zealand dairy brand, has generated around 90 per cent of its sales on its Tmall flagship store from 88 VIP members.