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Adorama Takes On Amazon Prime With VIP360 Loyalty Program

It’s all about the repeat business.

Photo-specialty retailer Adorama debuted a $49.99/year loyalty program today known as VIP360, an upgrade to its original (free) VIP program. The new version will include members-only discounts and special promotions, said the retailer, as well early access to pop-up sales and raffles for tickets to private events.

And, for those who might be swayed by Amazon, it will include free two-day shipping and extended 60-day returns, as well as a special drops-and-spills warranty (for eligible products) provided by New Leaf Service Contracts.

The retailer will still offer its free VIP program.

“We’ve poured a great deal of time and resources to find out what exactly our customers want,” said Lev Peker, Adorama chief marketing officer. “What we found is that, collectively, they’re a highly social, digitally savvy set of consumers who demand a personalized shopping experience. The Adorama VIP360 program allows us to tap into their exact needs as well as consumer trends, and deliver a customized experience that fits their lifestyle.”

“But more than just enabling our VIP customers to make smart purchasing decisions,” continued Peker, “we are able to offer them unique and engaging content, plus members-only access to high-profile events, giving VIP360 the air of exclusivity shoppers love.”

New York-based Adorama ranked No. 41 on this year’s TWICE Top 100 CE Retailers Report, with total CE sales of $251 million in 2015. The loyalty program can be viewed here.