Red Cable Club (RCC) is a premium loyalty program created by OnePlus India to reward and retain its most loyal customers. The program is built on the pillars of exclusive, premium, and valuable, and includes a tiered membership program called Red Cable Pro, offering partner benefits including Uber Executive, Spotify Premium, and Amazon Prime. The program has been successful in generating revenue for OnePlus while creating an engaged community of loyal customers.
During my time at OnePlus, I had the unique opportunity of building one of India’s largest premium membership programs, encompassing OnePlus services, exclusive perks and partner benefits packaged in tiered plans.
Here’s how it rolled:
Objectives:
The primary objective of RCC was to create a loyalty program that would reward and retain OnePlus’ most loyal customers. The program was also designed to generate a revenue stream through the Red Cable Pro tier, offering premium partner benefits.
Approach:
To achieve the objectives of RCC, the program was built on the pillars of exclusive, premium, and valuable. Red Cable Club was open to all OnePlus users with a OnePlus account, allowing them to earn RedCoins and chat with other members while enjoying member-only benefits. Red Cable Experience Points could be earned through purchases and engagement activities across OnePlus platforms, including oneplus.in and the Red Cable Club app.
Red Cable Pro was created as a tiered membership program, offering premium partner benefits including Uber Executive, Spotify Premium, and Amazon Prime. Users could subscribe to Red Cable Pro through direct purchases on the OnePlus Store app/Phone Settings/OnePlus Community app, or through code redemptions issued either through third-party platforms or operational campaigns.
RedCoins were used as a measure of engagement currency, encouraging users to engage more with the brand and offering additional value through exclusive benefits and experiences on Red Cable Privé.
Success Metrics:
The success of RCC was measured through a variety of metrics, including:
- Membership Growth: RCC saw steady growth in membership over time, with an increasing number of OnePlus users joining the program to access exclusive benefits and experiences.
- Revenue Generation: Red Cable Pro was successful in generating revenue for OnePlus through direct purchases and code redemptions, contributing to the overall profitability of the brand.
- Engagement: RedCoins and Red Cable Experience Points incentivized users to engage more with the brand, increasing overall engagement across OnePlus platforms and the Red Cable Club app.
- Partner Satisfaction: Partner benefits offered through Red Cable Pro were well-received by partners, leading to strong relationships and potential for future collaborations.
Conclusion:
Red Cable Club has been successful in achieving its objectives of rewarding and retaining OnePlus’ most loyal customers while generating revenue for the brand. By offering exclusive benefits and experiences, the program has created an engaged community of loyal customers, further strengthening the OnePlus brand. The program’s success metrics demonstrate the effectiveness of the approach taken and provide a solid foundation for future iterations and improvements.
Not to forget, it has now scaled to 20mn+ users 🙂