In a bold attempt to redefine the quick-commerce landscape, Zepto, a leading unicorn in the sector, has launched an innovative membership program named Zepto Pass. Priced at an affordable INR 99 per month, this program is set to offer customers unlimited free deliveries on orders above INR 99, along with enticing discounts of up to 20% on select orders.
Tailored Membership Benefits
Zepto’s approach to customer satisfaction is evident in the flexible structure of the Zepto Pass. While some users can avail discounts on orders exceeding INR 299, others may find offers on minimum purchases of INR 699. In a strategic move to attract a broader user base, Zepto has introduced an introductory price of INR 19 for a targeted set of users, showcasing the company’s commitment to accessibility and value.
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A Culture of Innovation and Customer Obsession
Zepto’s decision to experiment with the Zepto Pass underscores its dedication to enhancing the customer experience through continuous innovation. “We are obsessed with our customers,” the company stated, emphasizing its routine practice of conducting numerous experiments to refine and elevate the user experience. However, Zepto maintains a policy of discretion regarding these developmental initiatives, focusing on the impact rather than the process.
Comparative Landscape: Swiggy and Zomato’s Membership Programs
Zepto’s introduction of the Zepto Pass mirrors the competitive strategies of other key players in the market, such as Swiggy Instamart and Zomato. Swiggy’s loyalty program, Swiggy One, offers comprehensive benefits across its Instamart and food delivery services, while Zomato Gold caters exclusively to food delivery, excluding its quick-commerce arm, Blinkit. The pricing strategies of these programs, including Swiggy One Lite and Zomato Gold, reflect a dynamic market environment, with discounts playing a significant role in attracting and retaining customers.
Financial Performance and Market Position
Despite facing a more than threefold increase in net loss to INR 1,272.4 Cr in FY23, Zepto has witnessed a remarkable surge in revenue, with a 14.3-fold increase to INR 2,024.3 Cr. This financial trajectory highlights the aggressive growth and scaling efforts of the quick-commerce unicorn in a highly competitive market.
