Uber tests loyalty program that will reward users with free rides
With the popularity of ride-hailing apps growing, Uber is stepping up its marketing activities in an effort to retain customers and grow its high-end service with what appears to be a new loyalty program.
The new temporary reward initiative targets users of UberBLACK, the company’s high-end service that offers rides in luxury cars, and gives them points for each ride they take.
Each UberBLACK ride will earn users 200 points and when customers amass 3,000 points they are rewarded with a free $25 Uber ride, which essentially works out as buy 15 get one free.
The programme marks the company’s first ever loyalty program on the West Coast and while it has tested VIP loyalty programmes that rewarded users with better cars, it now appears to be pushing sales in its luxury category, at least in Los Angeles.
It also marks a shift from focusing its marketing efforts on UberX, which has cut into UberBLACK drivers' income and resulted in yet more lawsuits for the company.
The reward programme will be available throughout July and users can make use of it by opting in with the code LOYALUBERBLACK.