Honda 2Wheelers Launches Digital Customer Loyalty Program

Honda 2Wheelers recently celebrated its 18th anniversary in India. As a part of this celebration, and with the festive season upon us, the company announced a unique customer loyalty program called the Honda Joy Club program. With this program, customers can earn e-currency through referrals and buying two-wheelers.

Both new and existing Honda customers can register for the program for free till 30 November 2018. Post that, a membership cost of Rs 299 will be charged. Each membership will be valid for three years, during which customers can earn one e-currency for every Rs 4 they spend on the app. Additionally, members also get an exclusive 5 per cent discount on spare parts, a 10 per cent discount on accessories and a 15 per cent discount on labour charges. Honda says this program will be limited to India only.

Honda’s Joy Club e-currency can be redeemed when purchasing new accessories and spare parts at any of the company’s authorized touchpoints. Along with it, Joy Club members also get three free vehicles washes and one free pick and drop service.

Members can also avail benefits like discounts and cashback on services from Honda’s associated partners in the F&B, healthcare and lifestyle sector. Some of these partners include BookMyShow, Tata Sky, Swiggy and more. Customers can check their accumulated e-currency on Honda's Joy Club website or through the Joy Club app, which is available for both Android and iOS.

At the event, Honda also made it clear that it will not be part of the “discount wars” as it will “deteriorate the value of its product and more importantly it will also upset the customer who has purchased the product before the discount was announced”. Since the past 18 years, the company has catered to 39 million customers in India. Considering the brand loyalty it enjoys and the minuscule registration fee (after 30 November) for the benefits, we don’t doubt that the program will have many takers.

Honda says around 67 per cent of its profits come from the scooter segment alone. This isn’t surprising considering the Activa has been the best-selling two-wheeler in India for over two years now. Along with the Activa, the company also dominates the 125cc motorcycle segment with the Honda CB Shine. While the brand didn’t detail its future plans, it did confirm that we may see new products soon. However, we’ll have to wait till next year to find out what they are.