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PAYBACK, the country’s better multi-partner adherence programme, is in talks with a arch clandestine area bank, several capital owners and neighbourhood merchants to aggrandize the merchant arrangement for its adherence programme, a top official said.

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“This is allotment of a three-pronged action that the aggregation has boarded aloft to transform itself from a pure-play affiliation adherence to a loyalty-cum-digital business platform”, Ramakant Khandelwal, Chief Business Officer, PAYBACK told BusinessLine.

Khandelwal, however, beneath to name the clandestine area bank, advertence that both were on the border of signing the deal.

PAYBACK 2.0’s action involves added accord with absolute ally in offline and online categories; active agenda assurance and abacus new partnerships to awning the “white spaces” in the network, according to Khandelwal.

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With a abject of 115 actor associates , the focus is on accelerating affairs and assurance aural this chump base.

More chump options

He said, “PAYBACK 1.0 was about accepting abounding ally on a belvedere and a huge chump base. With over 115 actor customers, we accept now accomplished that. Now, as allotment of PAYBACK 2.0, we appetite our adherence belvedere to become loyalty-cum-marketing platform.”

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He added: “This is applicative not aloof for online but additionally for our big amount ally like Big Bazaar, who are application our belvedere to advance their offers.”

Khandelwal said PAYBACK, which is controlled by American Express, was adorable at new partnerships, allowance them access new barter and additionally absorb the absolute abject as loyal customers.

“We appetite to accommodate added options to our barter to acquire and bake points, and for that we are adorable to add added partners”, he said.

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PAYBACK has added than 100 ally including ICICI Bank, Amex, Big Bazaar, HPCL, Bookmyshow, Central, Brand Factory, Hometown, MobiKwik etc.

“We accept abundant assets in the anatomy of a 115 actor member-base and 100 brands cum partners. New platforms beyond analytics, agenda business and offer-engine are active cases for all our partners, some that are different to us”, he said.

Besides arcade catchments like malls, PAYBACK is additionally focussing on bringing its bend neighbourhood merchants such as pharmacies, bounded aliment and so on. Other focus areas are high-frequency chump spends like dining out, aliment commitment and cab acclamation apps. “We plan to barrage a few by the end of the year,” he said.

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Digital push

PAYBACK associates can acquire credibility on accustomed arcade and can redeem them for adorable rewards, at their preference.

Point redemption, which is a primary metric for chump engagement, is the healthiest for PAYBACK amid all adherence programs in the country, alignment from 50 per cent to 80 per cent depending on the categories.

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On the agenda front, PAYBACK has gone paperless in enrolments. Barter can adduce their adaptable cardinal to aggregate or redeem points. Khandelwal said that a new adaptable app is in the offing, which will additionally accept a agenda agenda which can be scanned at the aliment for ‘earn’ or ‘redeem’ transactions.

PAYBACK will barrage a website that will action a personalised experience, he added.

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