Tmall’s Luxury Pavilion has launched a New Retail-driven loyalty programme.
The Pavilion was launched last August, with the aim of delivering to China’s high-end consumers the same kind of brand exclusivity and tailored shopping experience online that they would expect at a bricks and mortar store. The new Luxury Pavilion Club will give them access to exclusive offers, celebrity events, flexible payment options, priority purchases and door-to-door returns.
“The launch is the latest move from Alibaba to bring the online shopping experience to a new level with a premium touch,” says Jessica Liu, President at Tmall Fashion and Luxury. The Pavilion has tie ups with close to 50 brands, including Burberry, Givenchy, Hugo Boss, La Mer, Maserati, LVMH-owned Guerlain and Zenith. More than 100,000 shoppers on the platform each spend over RMB 1 million ($159,000) a year.