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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Customer Loyalty Programs In India

Since the early 2000s, India had been witnessing a wave of consumerism. According to economists, the reasons for this lay in the high economic growth reported by the country, increased literacy, rising disposable incomes for a large middle class segment of the population, rising brand consciousness, exposure to the global marketplace, and mushrooming of organized retail formats like hypermarkets, supermarkets, specialty stores, etc.

This retail boom had fueled the evolution of customer loyalty programs in the country. The customer loyalty program was first introduced in India by British Airways when it launched the Executive Club frequent-flyer program in the year 1995...

The I-Mint Card

The i-mint brand was designed by LSRL with the aim of enriching customer experience through loyalty and rewards programs. LSRL was involved in the business of conceptualizing, designing, developing, and promoting consumer loyalty programs that spanned geographies, payment modes, and business sectors. LSRL was a company funded by ICICI Venture...

Benefits Of I-Mint Program

Shopping: Customers could earn points while shopping in any participating outlet as this membership was valid across all the enrolled merchant outlets. Accumulated points could be redeemed against an extensive reward catalog with over 300 rewards and a variety of gifts offered by the partners themselves as well as from other merchants across various categories and at all point levels. ...

 Excerpts Contd... >>


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