With an aim to boost customer retention and rival Amazon’s Prime subscription service, Flipkart is planning to introduce a second loyalty programme on 15 August coinciding with Independence Day celebrations.

This is the second time that the Bengaluru-headquartered firm is attempting a loyalty programme. The last programme had reportedly failed to make the desired impact.

Flipkart said on Wednesday that the loyalty programme, to be called Flipkart Plus, will offer faster and free delivery, early access to major sales events and better customer support.

It is noteworthy that the new loyalty programme will be the first since the company was acquired by US retail giant Walmart Inc.

Customers of Flipkart across the country who subscribe to the loyalty programme will be able to avail of a range of services and choices including early access to major sales and free delivery.

Amazon Prime, launched in India in 2016, offers services such as free and faster shipping besides free music and video streaming services. But while Prime subscription currently costs Rs 999 a year, Flipkart’s membership program will be free.