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Indian Loyalty scheme grows to 3 million
The
Wise Marketer.com - Thursday 22 Sep. 2005 |
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| The dual-currency
'MyRewards' loyalty programme of the Indian online
information publisher Indiatimes has signed up its
3 millionth member, with members being rewarded
using the publisher's full range of online services. |
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| Indiatimes is the flagship brand
of Times Internet Ltd, the digital venture of the
Indian media house Bennett Coleman and Co.. An online
portal with a wide range of information and member
services (from news to books to web solutions),
and channels as diverse as IT and spirituality,
the Indiatimes web site aims to nurture long-lasting
relationships with Indian e-consumers. |
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| Free service rewards |
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| The MyRewards programme is essentially
a CRM and rewards programme that aims
to educate members about the services available
through Indiatimes, and then reward them with points
for using those services. Members can earn rewards
for viewing content, checking their e-mail, clicking
on advertisements, and many other online activities. |
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| For their full participation, members
are rewarded with MyRewards Points (for non-paid
services) which can be redeemed by participating
in weekly sweepstakes or for premium content. More
point redemption options are promised soon. |
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| Paid service rewards |
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| The reward currency for paid products
and services is called Carrots (provided through
NetCarrots Loyalty Services). Members earn carrots
for activities ranging from using the Indiatimes
SMS service to buying airline tickets, to subscribing
to web site or domain name hosting services. |
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| Carrots can be redeemed through
the site's redemption product catalogue, which also
provides a number of member-exclusive offers. Carrots
can also be used to participate in the weekly sweepstakes,
or be redeemed via the member's mobile phone (by
text message). |
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| Popularity |
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| More than 3 million consumers have
already been enrolled in the programme and it is
already becoming a key differentiator for Indiatimes
against growing competition. According to Indiatimes,
the programme is also playing an important role
in customer acquisition. |
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| Indiatimes is using the services
of NetCarrots Loyalty Services to deploy and manage
the complete loyalty system, which was developed
by NetCarrots through its consulting division. The
programme took some 16 months to design, build,
and implement. |
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| Loyalty
Programs :: Relationship
Programs :: Technology |
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