SILICON VILLAGE

Tuesday, February 6, 2018

Yatra eCash Enhances Loyalty Program to Drive Customer Engagement

Yatra.com, one of India’s leading online travel portals, has further enhanced its loyalty program making it more lucrative for its customers. The eCash program, which allows customers to save on every booking made on Yatra.com, now gives additional benefits to its users. Customers whose eCash is expiring within 30 days can transfer it to their loved ones who can use it to avail of a price benefit on their bookings. There is no restriction on the number of times this transfer can be made. Besides transferring of eCash, one can also convert their eCash expiring within 7 days into shopping coupons from over 20 brand partners which Yatra has tied up with. These include brands such as Big Basket, Jabong, Urban Ladder, Croma and many more. Currently, on an average over 1000 customers daily are availing of vouchers in exchange for their expiring eCash.

Launched in 2014, the eCash programme is very simple in its structure with 1 eCash being equal to 1 INR. eCash is integrated with the payment process, making the redemption of eCash smooth and easy. There are no black-out dates on usage of eCash and there is no restriction on combining it with other offers. Since the launch, there has been a very significant year-on-year growth in customers opting for e-Cash. The program has helped in increasing the customer stickiness and has helped to build a stronger connection with consumers, both new and old.

Commenting on the same, Sharat Dhall, COO (B2C), Yatra.com says, “As customers’ expectations continue to evolve, we are focused on delivering services and experiences that are important to them.Our eCash program has been a major contributor in driving repeat purchases and currently over 81% of our customers come back to us for future purchases. We are confident, that with the launch of these new features, the value of eCash has been significantly enhanced, which should further add value to the whole customer experience on Yatra and ensure brand stickiness and loyalty in the long run.”

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