From 0 to 20 Million Members: The Zalando Plus Transformation
What does it take to build a loyalty programme with over 20 million members across 17 markets?
In this episode of Utter Loyalty, @EmmaCollins sits down with Olga Batievskaya, VP of Loyalty, to explore how the fashion giant transformed Zalando Plus from a paid subscription into a free, tiered programme built around recognition, experiences and genuine customer engagement.
From rewarding behaviour beyond purchases to creating money-can't-buy experiences, Olga shares what's working, why local relevance matters and how AI is changing the future of loyalty.
And importantly, can technology make…
The skinny
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