RegulationAustralia
Kogan First Loyalty Program Drives Profit Amid Controversy
Kogan.com describes its loyalty program Kogan First as “the north star of the business” to grow profits. Membership was 100,000 in 2020 and grew rapidly from 2021 when it automatically opted customers into a Kogan First trial at checkout. There are now 472,000 members and it's also lifted the annual fee from $99 to $129. These members account for 60% of sales and are a quarter of Kogan's active shoppers (shopped in the past 12 months). Blackwattle Investment Partners see the automatic opt-in as a dark pattern liable to be banned under future consumer protection laws currently being considered.