All Members Receive Point Rewards Upon Achieving Purchase Goals
11st announced on the 5th that its free membership service 'Family Plus' surpassed 240,000 subscribers within a month of its launch.
Launched in early last month, Family Plus is a free membership program where 2 to 5 people can form a 'family' and if they achieve a shared purchase goal in terms of number of purchases and amount spent within a month, all participating members receive 11Pay points together. The more members in the family group, the more points they can earn.
11st explained that Family Plus is encouraging active purchases from customers, thanks to the fun element of 'achieving a shared goal' and the tangible reward of 11Pay points. During November, the average transaction amount per Family Plus member was 83% higher than that of non-members, and the average number of purchased items was 134% greater.
The purchase synergy effect increased as the number of family members grew. Families with 4 or 5 members achieved their November purchase goals 30% and 70% more, respectively, compared to families with 2 members.
To celebrate surpassing 200,000 Family Plus subscribers, 11st is running an event in December where 11Pay points earned upon achieving family purchase goals will be doubled. Another event offers both the inviter and the new member 10,000 points each through a lottery when a new member is invited to join a family.
Lee Young-jin, head of marketing at 11st, said, "Thanks to the enthusiastic response from customers enjoying the free membership benefits of Family Plus, we have prepared an encore event for December," adding, "We expect the platform activation effect as family members share enjoyable shopping experiences together."
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