The company is now strengthening its payments arm, PhonePe, with a $500-million fund commitment and is reportedly in talks with MakeMyTrip, Ola and BookMyShow for potential partnerships for its membership service. It’s already helping us see greater repeat rates (and meaningful topline contribution) from this loyal group of customers.”These membership programmes in a way reflect the maturing of India’s e-commerce market. Such programmes could easily lose flavour if competitors launch programmes with similar features.“The market is ripe for membership programmes but brands have to figure out recognition and exclusivity. Within eight weeks of launch in July last year, Share Pass sold one million rides.The key question is how much can membership programmes reduce companies’ dependence on discounts? “We have over 7 million customers and if a mere 10,000 enrol for a membership programme, we are only touching the tip of the iceberg.”

Source: Economic Times November 30, 2017 18:17 UTC