Indian online travel company MakeMyTrip has reported strong numbers for its revamped subscription-based loyalty programmes introduced in the last quarter. The focus on loyalty programmes has helped MakeMyTrip go beyond discounts to improve repeat rates and shore up NPS (Net Promoter Score).

Seeing Revival at E-commerce Programmes

Loyalty programmes are now seeing a revival of e-commerce companies. Amazon Prime programme launched last year was a success. Flipkart’s loyalty programme, Flipkart First, which it plans to relaunch, will compete with Amazon. Food delivery companies such as Zomato are also planning to launch similar programmes.

Driving Repeat Purchases

“While discounts play a role in trial and inducement, well-formulated programmes that deliver value to customers will drive repeat purchases,” said Saujanya Shrivastava, chief marketing officer, MakeMyTrip.

MakeMyTrip launched both the invite-only programmes MMT Black and MMT Double Black in August this year.

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