Wildberries launched a “WB Club” subscription for customers with discounts on 2 million products

In July, the World Bank announced a trial of the program. Wildberries’ own sellers added products for WB Club subscribers and set discounts, the maximum amount of which was 31%.

“Sellers of wild berries have already added more than 2 million products to the “WB Club” section, and more will be added every day,” said Dmitry Glazikhin.

• In addition to discounts, the subscription allows you to change the pick-up point for delivery of the goods within the first 30 minutes from the moment the order is placed or until its assembly begins. The buyer will receive an exclusive support line and his requests will be processed by a separate group of operators. In addition, the subscriber will have the opportunity to make his account more visible in “Reviews” and “Questions” using the “WB Club” icon in front of his name. Another feature is access to offers from partners of external platforms.
• Access to the WB Club subscription will be opened to users gradually as the updated application is downloaded in stores, including the AppStore and Google Play Market. To use the subscription, you need to update the application, activate the subscription in the “Profile” section, go to the “Club Discounts” section, where you can find products with additional discounts.
• The cost of the first month of subscription will be 1 ruble, then 199 rubles. When purchasing for a year, each month will cost 159 rubles.

In July, WB announced subscription options for merchants. It was clarified that the discounts section will be promoted “via push notifications and banners.” Shoppers will also be able to find deals for WB Club subscribers in the catalog by applying a filter in the search.

It was then stated that the seller independently determines the amount of the discount in the range of 1% to 20%. Using the new section should allow “gaining access to Wildberries’ loyal audience with a higher conversion to purchase and increasing the visibility of the products.”

“Wildberries’ new WB Club subscription is an interesting step towards improving customer interaction and increasing sales,” he says. co-founder of the TOGO group of companies in the field of e-commerce (develops his own brands on WB and creates an accelerator for independent sellers) Anton Bestugin.

According to him, sellers are very interested in subscriptions.

“This will allow us to stand out from the competition and attract the attention of buyers. The ability to set your own discount amount provides additional flexibility to attract the target audience and boost sales,” Bestugin explained. The entrepreneur believes that by promoting discounts, the company will receive additional tools to increase the visibility of products.

“The current subscription price and the offered promotional conditions are attractive points that can help strengthen customer loyalty. In general, “WB Club” will open new horizons for interaction with customers and will offer us, sellers, tools to improve sales efficiency. We look forward to the opportunities that this subscription will provide and are ready to actively participate in its development,” the expert concluded.

Marketing Director of Anabar Analytics and Promotion Service Maxim Samoilenko believes that the appearance of a subscription is a logical and long-awaited step for Wildberries.

“Today it is already a reality that Wildberries is not just an online marketplace where people buy goods and services. It is also a place where people spend their free time. And this is easy to verify if you look at the list of the most visited Runet sites,” the expert explained.

Samoilenko added that Wildberries is, first and foremost, a business that needs to make money. The marketplace makes money from sellers’ sales, placement and sale of advertising and additional services for buyers.

“On the one hand, the market will provide these services to customers, but on the other hand, this will mean for Wildberries a clear and manageable flow of payments over a long period of time. So, yes, it is a very good decision,” the expert concluded.