Zepto Experiments Membership Programme

Zepto Launches New Experiment Called Zepto Pass

SUMMARY

The membership is reportedly priced at INR 99 per month and offers unlimited free deliveries on orders that cost over INR 99 with discounts of up to 20% on certain orders

We are constantly running dozens of small experiments to improve customer experience, and only a few of these experiments are brought to market: Zepto

With Zepto Pass, the company joins Swiggy to offer loyalty programmes for quick commerce deliveries

Quick-commerce unicorn Zepto is experimenting with a membership programme – Zepto Pass.

The membership is priced at INR 99 per month and offers unlimited free deliveries on orders that cost over INR 99 with discounts of up to 20% on certain orders, as per reports.

The membership programme offers discounts to some users for orders over INR 299, while for others, discounts and offers are to be doled out only against a minimum purchase order of INR 699.

Meanwhile, available to a targeted set of users, Zepto is also offering this membership programme at an introductory price of INR 19.

Zepto declined to comment on the development.

“We are obsessed with our customers. As a result of that, we are constantly running dozens of small experiments to improve customer experience. Only a few of these experiments are brought to market, hence we do not comment on them,” it said in a statement.

With Zepto Pass, the quick-commerce unicorn has adopted the playbook of startups like Swiggy Instamart, which also offers loyalty programmes. For instance, the Swiggy One programme provides membership benefits to its Instamart users along with food delivery.

Notably, Zomato’s Gold membership programme is available for food delivery but does not extend to its quick commerce arm, Blinkit.

Without discounts, Swiggy One currently costs INR 1,299 for three months. Last year, the company launched Swiggy One Lite at a launch price of INR 99 a month but with limited benefits.

On the other hand, Zomato Gold is currently available at INR 999 for three months with the food tech major offering sharp discounts ranging from a price of INR 99 to INR 249. Similarly, Swiggy One also offers such discounts.

Zapto’s net loss more than tripled year-on-year to INR 1,272.4 Cr in FY23, while its revenue from operations jumped 14.3X to INR 2,024.3 Cr.

After embracing the reverse flip strategy, the company is planning to get listed by 2026, after meeting its EBITDA profitability targets in 2024.

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