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Uber is trialing a loyalty program. Last week, an email was sent to Uber riders in the LA area, inviting them to participate in a temporary promotion with all the hallmarks of traditional loyalty programs.
The trial rewards program only includes UberBLACK at this stage, so UberX customers miss out. The structure is straightforward. For every UberBLACK ride, customers will receive 200 points, receiving a $25 Uber voucher after reaching 3000 points.
The value is dependent on the cost of your average Uber ride. The TechCrunch article that first aired the news broke it down like this.
Let’s take a quick look at the economics, assuming your average UberBLACK ride is $40. Fifteen rides means you’re spending a total of $600; and you’re getting $25 in return — giving you about a 4 percent “rebate” on Uber rides. Not bad, especially considering the alternative is nothing at all.
Uber have tested VIP programs in the past. The latest one in Dallas offers the highest rated drivers/cars, advance access to Uber promotions and the odd giveaway. To access the VIP benefits, you need to complete a minimum ten rides in a calendar month, and you receive the perks the following month.
This is, however, the first time Uber have trialed a points-based system, and if it's successful, we could see this rolling out to other markets outside of LA.
Uber is a disruptive company when it comes to traditional business models, so I am a little surprised the test program is so straightforward. The fact that the trial only includes UberBLACK and with such a straight forward structure indicates they are testing for some definable metrics on this.
I can't wait to see if they roll this out to other centers around the world. As someone that has used Uber all over the globe, with each ride a fantastic experience, I am already a loyal fan. Receiving reward points for Uber rides would be icing on the cake.
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