i-Mint - An Innovative Coalition Loyalty and Consumer Rewards Program in India

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Case Details:

Case Code : MKTG238
Case Length : 14 Pages
Period : 2006-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Loyalty Solutions and Research Limited, ICICI Venture
Industry : Retailing
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Running a loyalty program on an individual store level is becoming expensive and marketing initiatives are getting realigned. They (retailers) realize that in a shared program, upfront investment is low and they have access to a much larger customer database. Partnering with i-mint gives businesses access to over nine million customers and companies like Loyalty Solutions also help clients identify repeat customers and customers with large billings."1

- Vijay Bobba, CEO, Loyalty Solutions and Research Limited, in April 2009


On February 03, 2009, i-mint the pan-India customer loyalty program was awarded the best Customer Loyalty Program award2 by Asia Retail Congress3. The i-mint program was launched on August 01, 2006, by Loyalty Solutions and Research Limited (LSRL)4. It was a unique concept based on a multiple coalition partners' rewards program in India.

The national coalition partners were India's six leading brands - Airtel, HPCL, ICICI Bank, Air India, Lifestyle, and MakeMyTrip.com. With its launch, i-mint emerged as the largest network of business partners coming together to offer consumers the benefits of a common rewards platform.

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Commenting on the launch of i-mint, Vijay Bobba (Bobba), CEO, LSRL, said, "i-mint is the beginning of a new marketing renaissance. Coalition loyalty programs5 have been a success in other parts of the world. With i-mint, we intend to start a revolution in India. We have taken into account all the needs and aspirations of an Indian consumer, and have created a quality product to suit all lifestyles. It is our goal to empower the consumer with the ultimate freedom of choice in the world of rewards!"6

i-Mint Introduciton Contd... | Next Page>>

1] "Falling Footfalls Push Retailers to Rework Loyalty Programmes," www.thehindubusinessline.com, April 17, 2009.

2] www.imint.in/flow/aboutus.

3] Asia Retail Congress is one of Asia's global platforms that encourage world-class retail activities.

4] Incorporated in February 2006, LSRL is a subsidiary of Tech Process Solutions Limited. Both companies are network companies of ICICI Venture Funds. LSRL's core line of business is to conceptualize, design, develop, & promote consumer loyalty programs.

5] Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior - behavior which is potentially of benefit to the firm (Source: Sharp, Byron and Anne Sharp (1997), 'Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns', International Journal of Research in Marketing, 14 (5), 473-86).

6] "i-mint - Coalition Loyalty & Customer Reward Program Launched," www.moneycontrol, August 02, 2006.

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