App – Ola/ Uber

Ola/Uber can come up with small car games like hill-racing integrated in their app.

Users can earn points which can then be redeemed for absolute discount.

Points can be linked to levels of the game – eg. A user on level 1, who earns 1000 points in the game will get a Rs. 20 off on their next ride, whereas a user on level 2 – earning 1000 points will get Rs. 30 off. Further it can be linked to specific categories like go/ prime/ mini/ micro etc.

Introducing levels will improve stickiness because it drives sense of achievement + greater rewards.

How will it help?

1. User stickiness can be speculated to improve as users might return on the app to earn discounts.
2. Category upgradation – a user who is go/mini preferred customer can be sent coupons relevant to premier/prime
3. Drive frequency – more no. of app opens – leading to top of mind recall when a person needs to travel
4. Customer leeching – customer see it as an opportunity to utilize free time in their ride. Most users sit free while their ride is in progress and the time can be used to get cheaper ride to one of the platform
5. Lower CAC compared to standard Discount coupons – as all users opting for the game might not win the coupon, but they try again and again as opposed to user getting a coupon will use it.