PAYBACK is India’s largest multi-brand loyalty program with over 110 million members. The company recently entered into partnership with IBM to upgrade its customer engagement offerings. PAYBACK also has its own mobile app where users can earn scores of loyalty points. It is also the first loyalty program firm to launch the Mobile Identifier as the Unique Customer Identifier. Nijhum Rudra spoke to Ramakant Khandelwal, Chief Marketing Officer, PAYBACK India about the niche it is aspiring to carve in India and other markets. Mr Khandelwal has been associated with PAYBCK since 2010 and was elevated to the role of CMO in September 2017 with brief of strategising and leading the next phase of company’s growth.
Can you please elaborate the business model of PAYBACK in India?
PAYBACK, the coalition loyalty program in Europe entered the Indian market in 2010. being a multi-brand loyalty program, PAYBACK offers its members a multitude of benefits over traditional, stand-alone customer loyalty schemes. It has over 50 partners including affiliate brands participating in the PAYBACK Network across categories in-store, online, and mobile apps namely ICICI bank, big bazaar, American express, bookMyShow, brand factory, Central, ozone, Home Town, HPCL, Tripadvisor, food bazaar, eBay, Amazon, Flipkart and many more. With such a varied portfolio of partners, PAYBACK Members can earn points on everyday shopping and redeem them for attractive rewards, at their preference. Other benefits include discounts on purchases through points earned or through coupons and special offers.
PAYBACK is the first to launch the Mobile Identifier as the unique customer identifier. The company reaches to its audiences across platforms and various customer interfaces by combining engaging communication that is contextual, personalized and real-time. Thereby, building a robust engagement strategy between brand, partners, and the customer. The mechanism behind PAYBACK loyalty program and points is simple and if utilized properly, one can avail multitude of benefits across several leading brands. The brand has received an overwhelming response in the country with over 100 million customers already associated with the platform and the number is expected to grow further in coming years.
Recently, you have partnered with IBM; in this context can you please elucidate the reason behind the partnership?
This story is from the February 2018 edition of My Mobile.
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This story is from the February 2018 edition of My Mobile.
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