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Tatas propose loyalty programme for 12 brands

13-February-2004
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Tatas propose loyalty programme for 12 brands

The Tata group is looking at developing a common loyalty programme across a coalition of 12 of its consumer brands.

Some of these brands would include Titan, Tanishq, Tata Motors, VSNL and Westside, in short any Tata group brand that is sold through managed retail outlets, or the Web, where data on consumers can be captured.

Mr Praphul Misra, CEO, NetCarrots Loyalty Services, which has got the mandate to develop this programme, said that the aim is to provide more value to the Tata brand. Research showed that there were common customers across these brands, which would allow a loyalty programme to evolve. Tata Services is the group company that will oversee the development of this programme.

Meanwhile, NetCarrots has also been signed on by TVS Motor Co to develop a loyalty programme for its consumers.

NetCarrots is a four-year-old company specialising in relationship programmes. While it has a host of investors who have funded the company in two rounds, Times Internet is the majority investor in the company. Mr Misra said the company would look for a strategic investor, possibly a foreign one, which could then give it access to international markets. Currently, NetCarrots is developing loyalty programmes for a clutch of three international clients, one in South-east Asia and two in West Asia.

At home, the company has developed and manages loyalty programmes for the Ansal Plaza in Delhi, Café Coffee Day, whose loyalty programmes has more than 80,000 members, Oxford Book Store and Planet M.

For IndiaTimes.com, it manages the programme for over 4 lakh members.

NetCarrots Experiences, a specialised group in the company, looks at cross-promotion deals with synergistic brands that have common customers. For example, for TVS' Scooty Pep brand, it has a co-promotion on with Café Coffee Day for Valentine's Day where the menu has a Scooty Pep on the cover and a couple of items such as pep2chill and pep2sizzle. A consumer ordering that item gets to enter a contest, the prize for which is a Scooty Pep. It has a similar programme on at Café Coffee Day for its honey, where several items with honey have the Himalaya logo marked beside. An order of that item fetches points.

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