Zapp has launched a £4.99-a-month subscription with a free one-month trial, offering free delivery and credit-back rewards to drive loyalty in rapid delivery. Built on its digital platform, the scheme shifts loyalty from discounts to commitment, aiming to boost repeat use, predictable demand, and customer lifetime value in a competitive on-demand market.
GLO19 December 2025
Premium on-demand delivery app Zapp has launched a new subscription scheme as it looks to deepen customer loyalty and strengthen its value proposition in an increasingly competitive rapid-delivery market. The new service includes a free one-month trial, giving customers the opportunity to experience the benefits before committing.
The launch marks a strategic shift for the London-based business as it continues to prioritise repeat usage, predictable demand, and customer lifetime value over pure transaction growth.
What the Subscription Offers
Zapp’s new subscription service, priced at £4.99 per month, includes:
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Unlimited free delivery on orders over £15
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10% credit back on orders over £30
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A free one-month trial for new subscribers
The offer is designed to appeal to frequent users of Zapp’s 24/7 rapid-delivery service, which promises delivery in minutes across groceries, household essentials, snacks, and premium convenience items.
The free trial lowers the barrier to entry and allows customers to experience tangible savings before making a commitment—an increasingly common tactic in subscription-led retail.
Technology and Platform Foundations
Zapp’s subscription launch builds on its proprietary digital platform, which integrates ordering, payments, fulfilment, and customer engagement into a single mobile experience. Like many on-demand platforms, Zapp relies on a mix of in-house technology and specialist third-party solutions to support its operations.
These typically include:
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Cloud-based commerce and ordering infrastructure
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Integrated payments and digital wallets
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Real-time inventory and fulfilment systems
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Data and analytics capabilities to support personalisation and promotions
This modular approach allows Zapp to scale features such as subscriptions, credits, and rewards quickly, while maintaining flexibility as customer expectations evolve.
A Loyalty Play in a Crowded Market
Zapp has reported strong early uptake of the subscription, positioning it as a core loyalty mechanism rather than a simple delivery discount. The combination of free delivery and credit-back introduces a reward loop that encourages frequency and habit formation.
Unlike traditional points-based schemes, the subscription model creates immediate, visible value, reinforcing why customers should consolidate spend with one provider rather than shop around.
Shifting Dynamics in Rapid Delivery
The launch reflects broader changes in the rapid-delivery and quick-commerce sector. After years of aggressive expansion and discounting, operators are now focused on improving unit economics and building durable customer relationships.
Zapp’s emphasis on curated assortments, premium convenience, and brand partnerships supports a positioning that goes beyond “emergency groceries” toward lifestyle-led immediacy—making subscription loyalty a natural extension of its strategy.
What It Means for Customers and Growth
For customers, the subscription offers predictable savings, faster decision-making, and frictionless convenience—particularly valuable during peak periods or last-minute needs.
For Zapp, the model delivers:
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Recurring revenue
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Higher order frequency
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Improved retention
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Better demand forecasting
Together, these outcomes strengthen the economics of rapid delivery while reducing reliance on promotional spend.
As subscriptions become a standard loyalty mechanic across retail and on-demand services, Zapp’s move signals a maturing sector where membership, value exchange, and habit matter more than pure speed.
The success of the free trial conversion will be a key indicator of how much customers value immediacy when it is bundled with consistent rewards.
The Global Loyalty Organisation Take
From a Global Loyalty Organisation perspective, Zapp’s subscription launch highlights how loyalty in convenience retail is shifting from points to commitment.
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Subscription is the new loyalty spine:
Zapp is using membership to lock in behaviour, not just reward it. Free delivery and credit-back turn loyalty into a financial relationship rather than a promotional one. -
Value must be immediate and visible:
Unlike traditional loyalty schemes, the benefits of Zapp’s subscription are felt on every order—reinforcing trust and perceived fairness. -
Habit beats engagement:
In rapid delivery, frequency matters more than brand love. Subscriptions reduce decision friction and make Zapp the default choice. -
Technology enables loyalty velocity:
A modular, API-driven tech stack allows fast iteration of rewards, credits, and pricing—critical for modern loyalty execution. -
Trust underpins subscription loyalty:
As subscriptions tie customers more closely to a platform, reliability, fulfilment accuracy, and transparent pricing become non-negotiable.
Bottom line from a loyalty lens:
Zapp’s subscription is not just a pricing tactic—it’s a strategic move to turn convenience into commitment. In the on-demand economy, the winners will be those that use subscriptions to build trusted, habitual relationships—not just faster deliveries.
Source: GLO
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