From Ola to Zomato, brands are rethinking old school loyalty programmes

The programmes, besides providing an assured base of users, help strengthen the networks being leveraged on the aggregator's platform

In an age where brand loyalty is considered to be a dying ethic and brands see their relationship with consumers as a series of short-term engagements, old-school loyalty programmes are making a comeback, albeit in a new avatar. Be it Bookmyshow, Zomato, Ola, Uber, Swiggy and several other digital brands, subscription-led relationships are driving a new form of fidelity between customers and brands.  

A host of schemes abound across the universe of aggregator apps, bundled together under the common moniker of subscription schemes, whose aim is to lock customers for repeat transactions and long term use. And the numbers are growing