In an effort to reward its most loyal customers, Econet this week introduced a loyalty program, the Econet Platinum Card. Under the program, holders of the loyalty card will get preferential access to some Econet services, Econet shops and the call centre. The members will also get exclusive access to some packages from partner companies like AVIS car hire, Zimoco (a company that sells and services luxury cars locally), African sun (hotels), Edgars (a department store), Body Active Gymn, ZOL, Royal Harare Golf Club, and Econet’s own bank, Steward Bank.
A loyalty card means, well Econet is seeking loyalty, which is is what happens in a market that’s approaching saturation. Some 5 years ago, loyalty wasn’t even a concern as there just wasn’t enough mobile service for everyone. The demand was high and operators could make a lot of money just providing basic services. In fact, at one point sim cards used to go for about $150 and even then, getting one was a mission.
At the announcement of the Platinum Card, Econet also hinted at getting into the e-commerce business. “We want to make sure a customer is able to purchase an item and the item is delivered to the doorstep.” Econet CEO, Douglas Mboweni, is reported to have said. Econet, it’s reported, plans to go live with the service this year.
Going into e-commerce means Econet isa learning from the moves of competitors in the region, like MTN, who have invested millions into e-commerce startups on the continent. The e-commerce, if it happens, will be Econet’s first serious attempt at a product and service based purely on the internet and not on their usual GSM services.
Thanks to @SmangaMad for the image.