Source: The Business of Fashion
Summary
Farfetch has launched a new loyalty program called Farfetch First, which offers premium services to customers who purchase products bearing the Farfetch First badge. The program includes free next-day delivery and an “elevated end-to-end customer experience”.
Our Reading
The trend returns with a new name.
Farfetch First badges evoke the luxury cachet of “Editor’s Picks” and “Best of the Season” labels. The promise of next-day delivery is reminiscent of Amazon Prime’s premium shipping. Elevated customer experience is a phrase often used in high-end retail. The look feels like a mashup of Net-a-Porter’s Premier Delivery and Saks Fifth Avenue’s SaksFirst loyalty program. Luxury e-commerce is just a rebranded version of old-school customer service.
Author: Evan Null
