i-Mint - An Innovative Coalition Loyalty and Consumer Rewards Program in India

Abstract:

The case examines the marketing strategy of i-mint, India's largest multi-partner loyalty program. i-mint was designed by Loyalty Solutions and Research Limited (LSRL), an ICICI Venture firm. From an initial collaboration of six merchant partners in mid 2006, i-mint had developed an all-India merchant network of over 3000 partners covering industries including hospitality, travel, retail, telecom, media and consumables by late 2009. It had a membership base of 9 million. Multiple partnership reward programs like i-mint offered customers dual benefit of purchases across multiple product/service categories and earning rewards across several program partners.

A consumer could earn loyalty points on the payments made for purchases at the outlets of i-mint partners and could also redeem these points at any of the i-mint merchant outlets. For retailers, this relationship between multiple brands and customer loyalty on a single platform helped to develop a customer database which could be used to establish a personalized dialogue with customers in order to design value added loyalty schemes and thereby increase profitability. The case also discusses the potential of coalition loyalty marketing programs in India.

Issues:

» Understand the benefits of a customer loyalty program in retail marketing.

» Analyze the advantages and disadvantages of multiple partnership reward programs as compared to a single partner rewards program.

» Examine the unique features of ‘i-mint’ consumer rewards program.

» Study the effectiveness and financial feasibility of consumer loyalty programs in India.

Contents:

Keywords:

i-Mint, Customer Loyalty Program, Loyalty Solutions and Research Limited, Customer Retention, Consumption Patterns, Market Research, Multiple Partnership Programs, Loyalty Card, i-mint Logo, Merchant Network, Data Mining, Customer Information Database, Customer Behavior, Brand Advertising, Rewards Marketing Network, Strategic Advertising Methods, Rewards Catalog

i-Mint Introduction - Next Page>>

---

Custom Search

Fundamentals of Marketing Management Workbook Workbooks Collection	Case Studies in Marketing - Vol. II Case Study Volumes Collection	Fundamentals of Marketing Management ICMR Textbooks Collection