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Greater discount = more loyalty. Wolt cheap-delivery subscription heading to other Czech towns and cities

Translated by Milo Dvorak

11. 3. 2024

Business Newsletter #15 + Audio + Free Biz En Class

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Published by CzechCrunch on 8 March 2024.

The Wolt+ loyalty programme, with which subscribers can order with zero fees and take advantage of promotions, is expanding to Teplice or Frýdek-Místek.

Got your card? Collecting points? A mantra known by customers from almost all supermarkets and petrol stations is rarely encountered in online sales. Big e-commerce players are fighting for customer loyalty with loyalty programmes based on monthly or annual subscriptions. Free shipping and access to special promotions are the main reasons why the popularity of premium subscriptions is growing at Alza or Rohlík, and also increasingly faster in the delivery service Wolt.

In the Czech Republic, Wolt no longer delivers just lunches and dinners, but also shopping from a range of partner stores, including the largest supermarkets. The Wolt+ programme offers the opportunity to save up to 69 crowns per delivery on a single order and unlocks access to promotional offers for members. After Prague, Brno and other regional cities, the premium subscription is newly available in Frýdek-Místek, Jablonec nad Nisou, Průhonice, Opava, Teplice, or Tábor since March.

The Wolt+ subscription unlocks free delivery from selected restaurants and shops, and discounts it from others. For 99 crowns a month or 780 crowns a year, it pays off for everyone who orders at least three times a month on Wolt, as the cost of delivery usually ranges between 29 to 69 crowns. With an annual membership, paying for just one order a month is enough.

Wolt is not just about food delivery. "Our app is becoming a shopping mall in your pocket. We deliver groceries from Albert, Tesco, or our Wolt Markets. We also offer goods from pharmacies, pet supplies, or fitness nutrition supplements. And we will gradually be adding more categories," describes Tomáš Beniak, head of the Czech and Slovak Wolt branches.

Beniak took over the management at the turn of the year and his main task after six years is to extricate Wolt from the challenger position and make it number one in deliveries on the Czech market. In addition to expanding deliveries to more cities, he is betting on active support of the Wolt+ subscription.

In addition to cheaper transport, discounts, and exclusive offers at partner stores, loyal customers have the opportunity to use a ten percent cashback on orders they pick up in-person - credits are retrospectively added to their account for the next purchase from the completed order. The exact number of subscribers is not communicated by the company, but according to Tomáš Beniak, Wolt+ is used by tens of thousands of customers in the Czech Republic. Generally, the greater the discount, the more popular the promotion.

Wolt offers the same subscription in a number of countries. "Globally, customers have already saved 70 million euros (1.7 billion crowns) by using Wolt+. On average, a subscriber saves about 300 crowns a month. Even more so with the purchase of the annual subscription, which is one of the most popular in the Czech Republic compared to other markets where we offer Wolt+," says Joonas Bienek, Global Director of the Wolt+ loyalty programme based in Finland.

To celebrate the two-year anniversary of the subscription, a Wolt+ Weeks campaign took place in many countries, aimed at increasing awareness of this option among both existing and new customers. In the Czech Republic, customers could take advantage of special offers at partners like Bageterie Boulevard, Starbucks, Burger King, Pizza Hut, Albert, Wolt Market, and Yves Rocher, but also in smaller local restaurants like Wokin, Los Capolitos, L'Osteria, or Fatfuck. "About 210 brands have joined the Wolt+ Weeks in the Czech Republic. Looking at the total number of places, it's about 400 establishments across the entire Czech Republic," adds Bienek.

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