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H&M是最新的主要时尚零售商,正在改变其免费送货政策。这家瑞典服装公司现在要求为忠诚度俱乐部会员收取送货费。这仅适用于少量的在线订单,但这仍然是欧洲电子商务的又一个迹象。
H&M已更改其客户忠诚度计划。最新版本将成员分为基本层和加层。 H&M Club负责人塞缪尔·霍尔斯特(Samuel Holst)告诉路透社,客户属于哪个类别,取决于他们在过去一年中获得了多少积分。 H&M在全球71个国家/地区都有业务,在16个国家/地区中,该公司设有H&M俱乐部。该计划是在年底之前再增加七个市场,其中包括美国。
超过25欧元的订单免费送货
如果将H&M客户确定为基本会员,则他们至少需要花费25欧元才能获得免费送货。但是,在其瑞典国内市场中,有资格获得免费送货的最低订单价值为200瑞典克朗或19.16欧元。
降低物流成本并恢复盈利
路透社说,H&M已重新引入忠诚会员俱乐部的送货费,以削减物流成本并帮助恢复该集团的盈利能力。 “近年来,H&M看到利润下降和库存增加,因此正在大力投资以适应快速变化的消费者习惯。”
Zalando还重新引入了送货费
如前所述,H&M是再次要求收取送货费的最新公司。去年11月,另一家主要的欧洲时装公司Zalando在意大利引入了最低订购门槛。
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H&M limits free delivery
H&M is the latest major fashion retailer that’s changing its free delivery policy. The Swedish clothing company is now asking for a delivery fee for loyalty club members. This only applies to small online orders, but still, it’s another sign of what’s to come in European ecommerce.
H&M has changed its customer loyalty scheme. The latest versions separates members into a base tier and a plus tier. In which category a customer belongs, depends on how many points they earned in the past year, Samuel Holst head of H&M Club tells Reuters. H&M is present in 71 countries across the globe and in 16 of them, the company has an H&M Club. The plan is to add seven more markets, including the US, by the end of the year.
Free delivery for orders over 25 euros
If a H&M customer is identified as a base member, they will need to spend at least 25 euros to still get free delivery. In its home market of Sweden though, the minimum order value to qualify for free delivery is at 200 Swedish crowns, or 19.16 euros.
Cut logistics costs and restore profitability
Reuters says H&M has reintroduced delivery fees for loyalty club members to cut logistics costs and help restore the group’s profitability. “H&M is investing heavily in adapting to rapidly changing consumer habits after seeing profits fall and inventories pile up in recent years.”
Zalando also reintroduced delivery fee
As said, H&M is the latest to ask for a delivery fee again. That other major European fashion company, Zalando, introduced a minimum order threshold in Italy back in November last year.