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All that glitters

Zomato’s Gold Millions

With 1 million-plus subscribers, Zomato Gold is both the first and the largest of Indian unicorn loyalty programs. How successful has it been?

05/03/19

Pradip Kumar Saha

15 months on, Zomato Gold continues to grow; it accounts for 10% of the company’s revenue and could hit $20-25 million by the year-end

The company is focused on Gold's expansion across geographies and at the heart of this strategy lies the big question of customer loyalty

In the age of digital economy, with plenty of choices for customers, it is easier (and cheaper) for brands to tap existing customers for business

Amazon has rewritten the rules of brand loyalty with Prime, which crossed the 100 million paid subscribers mark globally last year

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20-somethings. A penchant for restaurant food. And Zomato’s loyalty programme, Gold. These are the three ingredients that Chandni Gajaria, 29, a freelance photographer from Mumbai; Ivan Mehta, 28, a Delhi-based journalist; and Shradhha Verma, 23, from Ghaziabad, who is currently between jobs; have in common. Their restaurant choices are now governed by loyalty programmes. Gajaria,…

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