Ola Cabs has launched an elite benefits program for its loyal customers dubbed Ola Select and will provide them with bonuses such as free Wi-Fi during their rides and special discounts. It has also tied up with other online retailers such as Myntra, Snapdeal and Cleartrip for more goodies.
There’s no way to sign up for it though. Ola Select will be bestowed upon exclusively to a few customers only. The company chooses the members of the program based on their frequency of usage and behavior. It sees the initiative as a way to reward faithful patrons, some of who use the service on a daily basis.
Ola has incorporated a range of hand-picked benefits for the lucky few, such as free upgrades at no extra charge. For example, select customers can use a sedan for their ride but get billed at the rate of a mini, its cheapest option. Other offers include 50% off on two airport rides and Rs 50 off on all rides for a month.
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The brand isn’t charging anything for Ola Select, unlike other subscription-based programs such as Amazon Prime and Flipkart First. It’s not the first time the company has tried to appeal to consumers by offering them bonuses. It joined forces with smartphone manufacturer OnePlus earlier this month to allow users to get a hands-on experience with the new flagship handset.
It is even doling out invites to buy the device. Ola also collaborated with Myntra to give free makeovers to its clientele. Such promotions will now be made part of its Select enterprise. Uber has also ramped up its offerings to customers with plans like its UberPITCH project which lets entrepreneurs pitch their ideas to an investor during a 15-minute ride.
Making Ola Select a free program based on usage seems to be focused on building a loyal customer base rather than short-term profit, an approach which might benefit the company in the long run.