Tata Group plans common loyalty program

Tata Group’s consumer-centric firms including Taj Hotels,

Croma and Westside plan to start cross-marketing activities such as promotions and campaigns by sharing customer database and insights. The initiative is expected to provide more value to the customers. AIMIA India, a joint venture between Tata Capital and Canadian firm AIMIA (formerly Groupe Aeroplan) will launch a common loyalty card for clients within and outside Tata Group.

Through these activities, the Group is looking at offering additional promotions to its customers such as the Taj Hotel customers will get the benefit at Tata’s department store Westside and so on. Consumers would also be able to use Tata Capital card at Westside and Croma for added benefits and finance schemes.

Several global multi-partner loyalty operators are eyeing Indian market, valued roughly around $1 billion. While TATAs roped in AIMIA last year, another Canadian firm, LoyaltyOne, has acquired a stake in local firm Directions. Kishore Biyani’s Future Group is partnering German loyalty management firm Payback.