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Flipkart looks to upstage Amazon Prime again: Will its revamped VIP programme be the charm?

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Flipkart looks to upstage Amazon Prime again: Will its revamped VIP programme be the charm?

Flipkart, the Walmart-owned ecommerce giant, has recently launched its annual membership program called Flipkart VIP, aiming to compete with Amazon Prime. This is not the first attempt by Flipkart to challenge Amazon's dominance in the loyalty program space, but previous efforts like Flipkart First and Flipkart Plus did not gain much traction. Flipkart VIP offers benefits like priority customer support, fast and free delivery, early access to deals, and discounts. However, compared to Amazon Prime, it still lacks the extensive ecosystem and unique services provided by Prime. Despite the low-key launch, Flipkart aims to attract customers from Tier I and II cities, which account for a significant portion of its user base.

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