As a part of their new ‘Nothing is Pointless’ campaign, Payback India announced the launch of its revamped portal and a series of strategic initiatives to reposition itself in the loyalty space. The portal is planning to increase their reward options by 10 fold. As a part of this campaign, shoppers will be rewarded for every transaction they make across the spend categories.
Payback aims at increasing its marketing contacts by one billion by the end of the festive period this year.
The campaign was unveiled with ‘Point Kya Hai’ as the pre-launch and then transformed to ‘Nothing is Pointless’. The portal started #pointkyahai to market the campaign digitally along with an extensive radio campaign.
On the motive behind Payback’s new campaign, Rahul Rana, CEO and MD, Payback India said, “As market leaders driven by innovation, we need to continuously evolve our proposition to create value for our partners and to create greater value and relevance for our customers. With our new strategy and brand positioning we are aligning ourselves with the changing global market place and our customers’ evolving needs to drive the Payback program forward. At Payback, we’re constantly making things better, faster, smarter and more rewarding.”
Payback also launched its revamped mobile app which will offer round-the-clock marketing solutions to provide a hassle free shopping experience. The revamped mobile app is not only different in terms of look and feel but the addition of two features, Payback Bingo and Payback Infinity makes the app more interactive than its predecessor. Bingo, a price comparison engine, provides its members a comparative platform, user reviews and payback bonus points on every online purchase. The points can also be redeemed with a variety of gift vouchers.
Payback Infinity, a reward catalogue, will allow users to browse and redeem points against a range of products. It also gives an option to choose to partly pay by cash and points, in case of shortage of points.
On the brand thought and brand strategy, Gaurav Khurana, CMO, Payback India, said, “ The new brand thought comes as a logical next step in Payback’s brand evolution journey. While we continue to be committed to making every customer interaction a rewarding experience, this brand thought marries the core payback product proposition which the evolving customer’s need for getting more from every transaction. Additionally, keeping in mind the changing demographic and evolving needs of our customer base, we want to position Payback as a youthful, fun, smart, easy and provocative brand! ”