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What are the customer loyalty programs available in ride-hailing services?

Last updated :
March 10, 2024

minutes read

Riding the Loyalty Wave: An Insight into India's Ride-Hailing Loyalty Programs

What if your everyday commute could score you a free ride or a discounted trip to the airport? Welcome to the world of customer loyalty programs in India's ride-hailing services.

The Ride-Hailing Revolution

India's ride-hailing industry has transformed urban commuting. Services like Ola, Uber, and Rapido have integrated seamlessly into our daily lives. But in an increasingly crowded market, these companies are introducing customer loyalty programs to differentiate themselves and retain customers. Let's delve into how these programs are changing the game.

Rewards on Wheels: Understanding Loyalty Programs

Loyalty programs are a marketing strategy used by companies to encourage repeat business. They are designed to make customers feel valued, offering rewards or benefits that become more enticing the more a service is used. In the ride-hailing context, these rewards might be points earned per ride, which can later be redeemed for discounts, free rides, or other perks.

A Deep Dive into Ola's 'Ola Select'

Ola, one of India's largest ride-hailing services, offers 'Ola Select,' a subscription-based loyalty program. For a monthly fee, 'Ola Select' users enjoy benefits like no peak pricing, free in-cab Wi-Fi, and priority booking. Moreover, it includes exclusive offers from Ola's partners like free airport lounge access, discounted flight bookings, and more. This comprehensive program ensures customer loyalty by providing an array of perks that extend beyond the cab ride itself.

Uber's Ride to 'Uber Rewards'

Uber, the global giant, has brought its loyalty program, 'Uber Rewards,' to India. Uber Rewards is a tier-based program with Blue, Gold, Platinum, and Diamond levels. Users earn points for every rupee spent on Uber rides or Uber Eats, and these points determine the membership level. Each level comes with its unique set of benefits, such as flexible cancellations, price protection, and priority airport pickups. This tiered system encourages riders to use Uber services more frequently to access higher-level benefits.

Revving up with Rapido's 'Rapido Coins'

Rapido, the bike taxi service, has introduced 'Rapido Coins.' Users earn these coins for every completed ride, which can be redeemed for discounts on future rides. This simple, straightforward program appeals to users who prefer uncomplicated reward schemes.

How Do These Programs Stack Up?

While all these programs aim to incentivise loyalty, they do so in different ways. Ola Select's subscription model may appeal to frequent users who would benefit from the consistent perks. Uber Rewards’ tier-based system could attract those who like seeing their benefits increase with usage. On the other hand, Rapido Coins' simplicity makes it an attractive option for those who just want a quick discount on their next ride.

These varied approaches reflect the diverse needs and wants of young Indians. Some prefer a straightforward, no-frills approach, while others are enticed by the promise of increasing rewards or enjoy a range of lifestyle benefits.

Conclusion: The Future of Loyalty Programs in Ride-Hailing

While the nature of loyalty programs may vary, they all share a common goal: to keep customers coming back. As competition intensifies in the ride-hailing market, these programs will likely become even more innovative, with companies continuously seeking new ways to reward and retain their users.

What's Your Ride?

Are you a 'Select' subscriber, a 'Rewards' tier climber, or a 'Coins' collector? Whichever ride you choose, remember that loyalty does pay off. So, the next time you hail a ride, don't forget to check out the loyalty program—it might just make your commute a little bit sweeter.

Did you find this article interesting? If so, share it with your friends and let them in on the secret to making the most of their ride-hailing experiences!

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