Coupang soothes customer worries with new perks

[Courtesy of Coupang]

In an effort to placate customers who are upset over recent price hikes, Coupang rolled out new benefits for its WOW membership program. The announcement follows a 58 percent increase in the monthly fee for new WOW members, which jumped from 4,990 won ($3.65) to 7,890 won on April 12th, 2024. The new rate will apply to existing members starting in August.

Coupang announced on Sunday that it will offer additional discounts on hotels, resorts, and theme parks exclusively for WOW members. This move is part of a broader strategy to focus on providing value via discounted events for paying members considering the higher membership costs.

The promotion, targeting travelers planning their vacations ahead of the upcoming public holidays in May, will run until May 7th, 2024. The retailer’s discount program for WOW members includes 130 popular travel products, with Coupang’s deals including overnight stays at the Westin Chosun Busan hotel at up to 10 percent off, down to the 280,000 won range, and with WOW members allowed an additional guest for free. Tickets to Seoul Land, a popular spring outing destination, are also being offered at up to 50 percent off, or the 50,000 won range.

A key feature aimed at WOW members is the “Gold Box” event, which offers new deals across all categories every morning at 7 a.m. The Gold Box will feature discounted packages for the Welli Hilli Resort in Hoengseong, Gangwon on Mondays, which includes an accommodation and entry package deal for the Water Planet park whose cost starts at the 120,000 won range.

Coupang is also running a “Double Benefits Promotion,” which provides special discounts on accommodations in Korea, including room upgrades and free breakfasts for WOW members. Additionally, a “Weekend Hot Deals Special,” available from Thursday to Sunday, offers limited-time special prices on selected items.

According to Coupang, the WOW membership currently offers over ten different benefits, including free early morning delivery of fresh products, same-day delivery, and exclusive product discounts for members. The company asserts that members who use the Rocket delivery service just three times a month will see benefits that exceed their monthly fee, underscoring the value provided by the membership even with the recent price increase.