Wishing the customers!!

As we all know that marketing in an art of attracting and keeping profitable customers, companies spend hell a lot of time in providing customized products to the target customers. Since customer is the king, companies now started to wish the customers by loyalty and rewards program by partnering with other companies to provide variety of benefits to the customers. With value and brand equity, companies now started focusing upon relationship equity.

Last year, Loyalty Solutions and Research Limited (LSRL), a company funded by ICICI Venture focusing on enhancing customer experience through loyalty and rewards programs, launched “i-mint”. This is India’s first and truly national coalition loyalty and consumer rewards program, where India’s leading brands Airtel, HPCL, ICICI Bank, Indian, Lifestyle and MakeMyTrip.com.com have come together. i-mint will allow consumers to reap benefits through the largest ecosystem of business partners on a single rewards platform. This gives Consumers avail the opportunity of best benefits through this program provided by the leading brands of the country.

Whirlpool also recently launched a loyalty program called “magic club” partnering with other brands like Kohler, Hidesign.
I think this kind of programs will enhance customer convenience and build relationship with the target audience.
But how do companies measure their profitability ?