The most popular online trading platform in Russia AliExpress decided to launch a loyalty program by March 28, they write «Vedomosti». The program will work on the AliExpress and Tmall platforms.

According to the representative of AliExpress, Russian buyers will be divided into four levels –«silver», «gold», «platinum» and «diamond». The status of the user will depend on the cost of the purchased goods, the frequency of purchases, their cost and other factors.

Depending on the level, privileges and discounts and the opportunity to participate in closed sales will be determined. For example, the "diamond" status will allow you to save up to 90% during closed sales.

Until now, AliExpress assigned users levels A, B, C. However, this was not a full-fledged loyalty program, but rather a system for accounting for each customer's orders.

Users who fall under the criteria of the highest status in the new incentive program are the most profitable for AliExpress. There are more such buyers in Russia than in other countries, more than 150 thousand people. About half of them shop at least once a week. Thanks to the loyalty program, the company expects to at least double the number of such customers in a year.

One of the goals of launching a loyalty program is to increase the average purchase receipt. According to the data of the Russian Association of Online Trading Companies (AKIT), by the middle of last year, the average receipt of foreign online purchases from Russians amounted to 3.4 thousand rubles. China accounted for more than half of all purchases in monetary terms. In Russian online stores, the average purchase amount is 5,370 rubles. AliExpress is among the top ten leaders in coverage of the Russian Internet audience and is known for low prices. An increase in the average receipt may occur due to some tangible bonuses for the buyer at the time of purchase, for example, the offer of free delivery.

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