oyalty Solutions & Research (LSR), a company funded by ICICI Ventures, which focuses on enhancing the customer experience through loyalty and rewards programmes, recently launched I-Mint. This is a national coalition loyalty and customer reward programme that lets consumers get those points in a whiff and reach redemption the fastest. The participants are Airtel, HPCL, ICICI Bank, Indian, Lifestyle and Makemytrip.com.

Was this coalition necessary? �The problems in a usual loyalty programme are a very low activation rate that runs into customer fatigue and eventually, customer fallout from the programme," explains Vijay Bobba, CEO, LSR. How does one become a member and what are the benefits a consumer gets?... more