Rewards, beyond the middle class

Sept. 21, 2011 - PRLog -- Loyalty and recognition schemes are now reaching those  previously out of the pale of such activity.
Reward and recognition (R&R) programmes are now going beyond the middle and upper middle classes. Rewardport’s Chief Marketing Officer Girish Khare talks of how his company is designing one for a firm that wants tailors to buy its zips. For every pack they buy, they get points SMS enables record and redemption which could range from a supply of thread and other materials to discounts or incentives on households supplies. This is being implemented in some Tier-III and IV cities. For detergent brand Mr. White, customers were offered a haircut with every Rs. 20 pack.
Rewardport point schemes are “tedious” and an IT-intesive one would have taken a long time, so it launched Loop Privileges for its 3.5 lakh post paid customers where there were discounts offered on a number of things. “It was good. However, it was Rewardport’s Discovery Insignia catalogue which we distributed to the HNI subscribers that got us a lot of appreciation, though we’re not sure how many used it.” There’s a card by the name too, which, through tie-ups with manufacturers and service provides, entitles holders to discounts.
Khare says Rewardport will now go B2C, marketing its products through gift stores, online, on TV and in print and through individual distributors. He says the R&R and loyalty and promotional  business can only double in 3-5 years’ time. However in India, the business is quite scattered with a lot of regional players. But it has begun to attract investors- payback of Europe, a bonus card service provider, has acquired an 86 per cent stake in India’s largest coalition loyalty  card provider, I-Mint, in 2010
According to Gifting Ideas Founding Director Suvir Khullar, “The money invested in a programme like this is a wise investment, as it is borne out of business or results already achieved, and motivates your internal or external customers to do more. I don’t’ know of any customer who has had a loyalty programme and then discontinued it, so clearly they see benefits in it.”

Featured in Hindu Business Line. Visit http://www.thehindubusinessline.com/industry-and-economy/... to read the complete article.
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RewardPort is an initiative by TravelPort Holidays Pvt Limited and is backed by their spread and reach across the country with 4 company owned offices in mumbai... etc etc and over 80 franchised operating offices across India.