Lazada partners with Rakuten Viber to strengthen customer loyalty strategy

Lazada Philippines is expanding its customer loyalty strategy by partnering with Rakuten Viber to offer complimentary Viber Plus subscriptions to eligible Gold and Platinum members, as the eCommerce platform continues to build a broader ecosystem of lifestyle benefits beyond shopping.

The partnership adds premium messaging services to Lazada Membership's portfolio of rewards, which already includes benefits from Grab, ClassPass, Trip.com and Youku VIP. The move reflects the company's push to position its membership programme as a lifestyle platform that delivers value across multiple aspects of consumers' daily lives.

Under the partnership, eligible Gold members will receive a three-month complimentary Viber Plus trial, while Platinum members will enjoy six months of free access. The offer is available exclusively to new Viber Plus users who have not previously subscribed to or redeemed the service.

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The premium subscription includes ad-free messaging, enhanced privacy controls, voice-to-text transcription, unlimited premium stickers, exclusive app customisation and round-the-clock priority customer support.

According to Lazada Philippines, the expansion comes as its Membership programme continues to see strong engagement, with Gold and Platinum members maintaining a 90% retention rate.

"Consumers today expect loyalty programmes to do more than reward purchases because they want benefits that make everyday living easier, more enjoyable, and more rewarding," said Alvin Ching, head of general operations at Lazada Philippines.

Ching added that Lazada's long-term vision is to extend the value of its membership programme beyond eCommerce through partnerships with established consumer brands.

"We're excited to partner with Lazada to bring the premium communication experience to more Filipino consumers. This collaboration makes it easier for users to enjoy advanced features and greater personalisation while complementing the everyday value they already receive through their Lazada Membership," said David Tse, senior director for APAC at Rakuten Viber.

Eligible members can redeem the offer through the Member Centre on the Lazada app without providing payment details. After selecting the Viber Plus benefit, users will be redirected to the Viber Plus landing page to activate their complimentary subscription.

Beyond the new Viber partnership, Lazada Membership currently offers rewards including GrabUnlimited perks, ClassPass experiences, Trip.com travel discounts and a complimentary 14-day Youku VIP subscription for eligible Platinum members. The company said it plans to introduce additional partner rewards as it continues expanding its membership ecosystem.

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