Ride-hailing app Lyft intends to launch a new loyalty program in December 2018. Lyft Rewards will deliver benefits like ride upgrades or discounts. Probably. The announcement is spectacularly vague about how the scheme will work and even when customers can expect to participate.
Lyft Rewards will begin rolling out December 2018 to select riders in various cities. We’re working to make it available to more riders next year.
In describing the Lyft Rewards loyalty scheme the company notes that points will be used to “unlock a reward like an upgrade to Lyft Lux or savings on future rides.” It goes on to say that the program will be refined in 2019 as it rolls out, including benefits like ride upgrades.
We’re also exploring how we can keep making Lyft Rewards better over time. We hear you: Passengers want perks like ride upgrades, access to more-experienced drivers, and double-points days — so we’ll continue to listen to your rider feedback as we fine-tune the Lyft Rewards program.
Still yet to be disclosed: The earning rate for points, the redemption rates for upgrades or discounts or the point expiry policy. On that last item the screenshot shared suggests that the points or reward goals will come with relatively short time targets.
While that could increase share in the competitive ride-hailing app market it could also bring a negative association to the program. Consumers generally hate programs that tease rewards but make them too difficult to achieve. Breakage is seen by most successful program operators as a negative for loyalty.
It almost appears that the plan is to get the program live and then figure out exactly how it is supposed to work and what the value proposition really is somewhere down the line. That approach generally ends badly for programs. Hopefully Lyft Rewards comes up with more details quickly and can activate the program broadly. A trickle approach is no fun for anyone.