Buoyed by acceptance of Zomato ‘Treat’ and ‘Gold’, it’s rolling out yet another subscription-based loyalty programme – Zomato Piggybank. It lets to save 10 per cent every time you order with the Alibaba-backed company.
On every successful order, users will be credited with 10 per cent ‘Z Coins of’ (seems like short name of Zomato Coins) which can be encashed on further orders. Importantly, one also can earn Z Coins in Piggybank while using it in a particular order.
Currently, the programme is being tested with loyalty-based access to a select number of Android-powered smartphone users (10,000 users). After two weeks from now, it would be available for masses (who place more than 5 orders a month).
From September onwards, Piggybank will be a paid subscription (Rs 299). The company mentions that the move is inspired by Amazon Prime initial success.
The programme seems to be an attempt to build a loyal customer base and gain an upper hand on rival Swiggy. Of late, the Gurugram-based company has narrowed down the gap in online ordering with the Tencent-backed competitor.
To catch on with Swiggy in online ordering segment, the Deepinder Goyal-led company also announced a commission-free campaign for its restaurant partners in September 2017.
Currently, Zomato does a million orders a day while Swiggy volume pegs at 1.5 million.
Zomato has been experimenting with various kinds of programmes to improvise its offerings and maintain a loyal customer base.
Last year, the company had launched a subscription-based Zomato Treat and Gold. Treat is a subscription fee of Rs 249 and lets subscribers avail a free dessert with every meal they order across 16 cities in India.
Zomato Gold is a membership program for premium dining out and social drinking experiences while Treat lets users avail free dessert on every order. Within three months of the launch, it claimed to garner 150,000 Zomato Gold users in India.
Meanwhile, the company had made Gold subscription an invitation-only programme in April this year.