Alibaba Group is bringing more perks to its most active consumers on e-commerce platforms Taobao and Tmall this 11.11 Global Shopping Festival.

Members of its customer loyalty program, 88VIP Program, can access discount coupons, exclusive customer services and loyalty gifts during 11.11.

Launched in 2018, the loyalty program also helps brands identify and market to Alibaba’s most-active shoppers and convert them into loyal customers.

By June 30, over 25 million consumers had signed up for the platform’s membership program, with an annual per capita spending of over RM57,000 ($7,830).

More engaged consumers with a loyalty score of over 1,000 can sign up for the membership club for a discounted price of RMB88. They will get 5% off when shopping at over 300 brands’ Tmall flagship stores and other platforms such as cross-border shopping platform Tmall Global, online grocery channel Tmall Supermarket and online pharmacy AliHealth.

But 88VIP isn’t limited to shopping. Holders have membership across Alibaba’s businesses, including on-demand delivery service Ele.me, video streaming platform Youku, navigation platform Amap and others.

88VIP holders are also critical to building a content ecosystem at Alibaba. They are more willing to give product reviews on Taobao and Tmall and post their shopping experience in community forums and use their influence to drive new purchases.

This can help new brands build up their customer base quickly and give established brands a hand to identify niche consumer needs.

Key Quotes:

“For both emerging and established brands on Alibaba’s platforms, 88 VIP program brings exposure to potential new customers who are high-value shoppers with strong purchasing power.”

“88VIP members have become influential “key opinion consumers.” Shoppers are more likely to try a product when they see good reviews from 88VIPs.”