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

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Case Details:

Case Code : MKTG238
Case Length : 14 Pages
Period : 2006-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Loyalty Solutions and Research Limited, ICICI Venture
Industry : Retailing
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

The Success

i-mint was initially launched in only four cities in India - Mumbai, Delhi, Bangalore, and Hyderabad. By 2009, the program had expanded to cover 30 cities, covering almost 80% of the urban market in India. Since its launch, i-mint had witnessed significant growth in the numbers of customers and partners.

A year after its launch, in September 2007, i-mint had a registered customer base of 2 million and this grew to 5.5 million in September 2008 and to 9 million in September 2009. In general, i-mint members were young (25-35 years age group), mostly male (60%), and spent Rs 2,000 on an average, across various product categories...

The Drawbacks

Market analysts, however, felt that the challenge still remained in measuring the effectiveness of the loyalty program. Critics were of the opinion that the loyalty programs were not as attractive to the retailers as they appeared to be. According to them, the i-mint brand was more visible than the brands of participating companies. In the huge list of rewards of coalition members, the business offers of a particular company got lost and customers failed to associate with that company’s brand, they added...

The Road Ahead

In September 2009, i-mint unveiled a new brand logo (Refer to Exhibit V for old and new brand logo of i-mint). While unveiling the new logo, Bobba said, "We have been continuously scaling the i-mint program to provide a rewarding shopping experience to our customers...


Exhibit I: Visual of i-Mint Card
Exhibit II: i-Mint - Membership Terms and Conditions
Exhibit III: i-Mint - Rewards Catalog
Exhibit IV: i-Mint - National Partners Points Catalogue
Exhibit V: i-Mint - Old and New Logo


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