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Axis Bank launches 'eDGE Loyalty Rewards' program

Tuesday, April 30, 2013
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Report by India Education bureau, New Delhi: Axis Bank, India’s third largest private sector bank, today announced the launch of its new and exclusive Bank wide loyalty program – eDGE Loyalty Rewards. The program is designed to reward customers for every relationship they have with the Bank cutting across savings account, cards and electronic channel transactions.
The program is open for customers having certain savings account and card relationships with the bank and will cover around one-third of the Bank’s customer base. Customers can easily register for the program at Once registered, the customers will earn loyalty points on account opening, debit and credit card transactions for shopping and also on transactions across electronic channels. Customers will also earn points on cross holding other products from the Bank, making the overall relationship more rewarding.
The loyalty points earned can be redeemed for rewards listed in the Bank’s Rewards Catalogue, one of the largest in the banking industry. With over 500 handpicked rewards spread across multiple categories, the rewards range from little indulgences, to daily deals to dream rewards like cruises and balloon rides.
Speaking on the occasion            Ms. Manisha Lath Gupta, Chief Marketing Officer, Axis Bank said, “The eDGE Loyalty Rewards have evolved from our Brand promise of being a true ‘partner in progress’ for our customers. While we continue to design and develop new products and services that meet our customers need, eDGE Loyalty Rewards will make various transactions, purchases and interactions far more rewarding for the customer and the Bank. The vast range of rewards and good online experience should further drive engagement and bonding with our customers. ”
Axis Bank has partnered with AIMIA, the world’s leading loyalty management company for developing the strategic framework as well as the implementation capability of ‘eDGE Loyalty Rewards’ program; and Rewards360, who provide services to various sectors in India for warehouse-based reward programs, is the fulfillment partner of this program.
Speaking on the occasion            Mr. Akash Sahai, Managing Director of Aimia India said, “Aimia is proud to work with Axis Bank in the launch of India’s first pan-bank loyalty program. This new program will allow Axis to use customer insights and targeted communications to build more holistic and reciprocal relationships with its customers.  Like Axis Bank, Aimia also believes in growing together, and Aimia looks forward to continuing to grow Axis Bank’s customer relationships.”
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