Examples of Relationship Marketing
1. Myntra’s Insider VIP Membership Program: Myntra, a prominent Indian fashion retailer, has implemented the Myntra Insider VIP membership program to enhance customer loyalty. The tiered program offers benefits such as early access to sales, exclusive discounts, and free shipping on all orders. Members earn points with each purchase, redeemable for future discounts, and enjoy exclusive events and styling advice. With perks like 12-hour early access to sales and free shipping, Myntra Insider has successfully built a loyal customer community, differentiating itself in the competitive Indian fashion market and establishing a strong brand identity.
2. Zomato Gold Loyalty Program: Zomato, a leading food delivery service in India, has successfully introduced the Zomato Gold loyalty program to enhance customer loyalty and drive repeat business. Offering exclusive dining benefits, including complimentary meals and drinks, along with significant discounts and priority reservations at partner restaurants, the program has effectively differentiated Zomato in the competitive food delivery market. With millions of active members across India, Zomato Gold has not only increased customer retention but has also significantly boosted the company’s overall revenue, highlighting its positive impact on financial performance.
3. BigBasket’s Plus and Super Fresh Programs: BigBasket, India’s top online grocery store, has introduced subscription plans like ‘BigBasket Plus’ and ‘Super Fresh’ to enhance customer convenience, offering free shipping, express delivery, and member-only deals. ‘BigBasket Plus’ provides monthly benefits, while ‘Super Fresh’ focuses on weekly deliveries of milk and daily essentials with a free subscription. The bbdaily app further facilitates online milk delivery. These initiatives showcase BigBasket’s commitment to superior customer experiences, setting it apart in the market and solidifying its reputation as a trusted provider of high-quality groceries and household essentials.