In the increasingly competitive world of quick commerce, Zepto is testing a new weapon: the “Zepto Pass” subscription plan. This initiative aims to attract and retain users by offering them free deliveries and discounts, directly targeting delivery fees, a major pain point for online shoppers.
What is Zepto Pass?
Zepto Pass is a monthly subscription plan starting at Rs 99 that promises its members:
- Unlimited free deliveries on orders above Rs 99
- Discounts of up to 20% on orders exceeding Rs 299
- Additional benefits to be added in the future, as per the Zepto app’s FAQ
Currently, the feature is being tested at an introductory price of Rs 19 per month for select users across cities like Delhi and Kolkata.
Why Zepto Pass?
The quick commerce market is all about speed and convenience. However, delivery fees can often negate the appeal of faster delivery times. Zepto Pass addresses this concern directly by offering free deliveries, incentivizing users to place more frequent orders. Additionally, the discounts on larger orders make the subscription even more attractive for regular customers.
Competitive Landscape
Zepto isn’t the first player in the quick commerce space to implement a subscription model. Swiggy offers its “Swiggy One” membership, while BigBasket has its “bbstar” plan. Both these plans provide similar benefits like free deliveries and discounts. However, Zepto Pass differentiates itself with its lower starting price and potentially wider selection of additional benefits in the future.
IPO Aspirations and Beyond
The launch of Zepto Pass comes at a crucial time for the company. Having achieved unicorn status in December 2023, it is now setting its sights on an initial public offering (IPO) by early 2025. Building a loyal customer base and increasing user engagement are key factors for any company preparing for an IPO, and Zepto Pass is a strategic move in that direction.
Beyond immediate gains, Zepto Pass also holds potential for the future of quick commerce
- Building customer loyalty: Offering exclusive benefits to subscribers can create a sense of community and encourage repeat business.
- Data-driven personalization: Subscription plans can generate valuable data on user preferences and buying habits, enabling companies to personalize their offerings and marketing strategies.
- Testing new features: Subscription platforms can serve as testing grounds for new features and services before they are rolled out to the wider user base.
Zepto Pass represents an interesting development in the quick commerce space. By addressing the issue of delivery fees and offering additional perks, it has the potential to attract new users, retain existing ones, and contribute to the company’s overall growth.
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