Many of the content creating sites these days are suffering from a major holdback, i.e. lack of readers’ loyalty. Times Internet group, much known for its experiments in the digital space, seems to have find a solution for this. In order to improve upon its readership and build brand stickiness in long term, the group had introduced a loyalty program – TimesPoints.
Launched 14 months back as a pilot program, TimesPoints is basically a redemption portal based on activities on participating sites. At present, the group partners with its internet properties such as TOI , ET, Speakingtree, Magicbricks, Navbharat Times, Maharashtra Times and Timescity. However in future, the company plans to bring in users across radio, television and print too.
The users can log on to the portal through any of their Facebook, LinkedIn, Google+ or Twitter accounts or directly by using their existing credentials of any Times Network site. Once connected, the user can then log into any partnered site and can earn points by doing various activities such as sharing and recommending articles, viewing photos & videos or contributing reviews & comments. Also, they can compete for badges like Pollstar, Newsking, Nightrider etc. by participating into several gaming competitions.
The most active user will get a chance to make a place on the Times leaderboard and can redeem those points in exchange of products like web cameras, Induction cooktops, perfumes, branded watches etc. The product catalogue is refreshed every six hours with a TAT of 48 hours on customer complaint redressal
At present, there are one million users, already a part of the program and Times Internet hopes to enrol over 3-4 million users for it. TimesPoints serves close to 3-5 million requests in a day. Zigwheels and Gaana will be added soon and Print Integration will begin from November 2013.
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