Mumbai Metro One Private Limited (MMOPL) has developed a loyalty programme called ‘Metro Rewards’ which will provide commuters an additional incentive to use the Metro. The loyalty programme is the first such initiative for a mass transit system in the country.
Metro commuters who use store value cards and monthly trip passes will be eligible for the programme, which is based on the number of kilometers travelled — for every 10 km travelled commuters will get one point. There will be three tiers of membership based on number of points, viz. Silver (50 points), Gold (50 to 200) and Platinum (over 200). “Commuters can avail discounts on products and avail merchandise against the points they accrue. Offers will differ across membership categories,” an MMOPL official said.
MMOPL has partnered with over 50 retail establishments for the programme across industries such as apparel, food and beverages. MMOPL will have a separate section on their present website, called Offer Zone, which will showcase offers and merchandise. Commuters will get a discount on their mobile phone upon availing an offer, which they can show to the respective retailer to redeem. Merchandise availed against points will be handed over at customer care offices at Metro stations.
Officials said at present they were not looking at the tie-ups as a source of revenue but it could become one if they manage to achieve a certain critical mass. “Our present focus is to increase commuter registrations, additional incentives for patrons and incentivising card-based transactions,” an official said. MMOPL is also working on a referral system through which commuters will get points.
The average trip of commuters on the 11.4 km-long Mumbai Metro One is around 5 km, with the two most popular sections being Saki Naka-Andheri (4.6 km) and Ghatkopar-Andheri (7.6 km).
The programme will be thrown open on Friday, the birth anniversary of Dhirubhai Ambani. As a launch offer, MMOPL will provide an accident insurance policy worth ₹4.5 lakh for those customers who accrue 10 points. However, commuters will need to do so by January 26, 2019 to avail it. MMOPL officials said that the insurance policy will also be available for accidents that take place on road-based public transportsuch as buses, rickshaws and taxis.
