Indian loyalty scheme grows to 3 million
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.
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.
Free service rewards 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.
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.
Paid service rewards 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.
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).
Popularity 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.
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.