Zalando loyalty chief says AI shifts Plus program from points to experience-led benefits

Reuters2026/07/20 07:30

By:Reuters

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Zalando loyalty chief Olga Batievskaya outlined a shift from points-led rewards to AI-driven, experience-led benefits tailored to customer context.
Zalando Plus expanded its partner ecosystem with Spotify across 17 markets, offering new Spotify Premium users up to 5 months, depending on Plus level.
Management framed partner benefits as a way to keep loyalty visible as shopping becomes more agent-led, including through external AI assistants.
Zalando is endorsing Google’s Universal Commerce Protocol to help surface Plus benefits across third-party AI shopping journeys.
Within Zalando’s own assistant, Plus perks such as premium delivery and access are set to be reflected automatically during AI-powered shopping interactions.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Zalando SE published the original content used to generate this news brief on July 20, 2026, and is solely responsible for the information contained therein.

Disclaimer: The content of this article solely reflects the author's opinion and does not represent the platform in any capacity. This article is not intended to serve as a reference for making investment decisions.

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Zalando loyalty chief says AI shifts Plus program from points to experience-led benefits

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