Convenience, utility, and accessibility will always act as the critical components for success for any fleet – both at the independent operator level and with multi-national players. Regardless,as the market evolves, it is important to begin considering ways to differentiate your fleet from others.
In this blog I will provide a detailed suggestion of how to leverage your software platform to create a unique experience to upsell your riders and incentivize them to return to your platform.
The creation of a monthly “Gold/Platinum” rider achievement that will enable your riders to gain access to special vehicles within your fleet.
There are three requirements to enable this strategy:
“Private fleets” refer to the ability of your fleet management software to limit the access of specific vehicles to users who either have special permission or a unique access code. Using this functionality, you could assign, for example, 10% of your fleet to the “Gold Riders Fleet”and prevent their use for those who have not yet unlocked the ability to ride them.
Hardware agnosticism refers to the ability of your platform to integrate multiple types/models of vehicles. The “Gold” vehicles may benefit from being a unique or more luxurious model in order to help differentiate them from the remainder of your fleet.
Ideally, you will also want to include some form of unique branding to further differentiate these vehicles from others. Changing their colour, including special decals, or otherwise making them more appealing is ideal.
Integrate the Gold vehicles into your software platform and assign them to a private fleet. As mentioned, it would likely benefit the operator to have these vehicles be of a different model than the remainder of their fleet.
Engage in various marketing endeavours (email campaigns, etc.) to establish why these vehicles are special. Explain to your rides what they will need to do in order to receive the unique code that give them access to these units. Initially including a written tag on the units may also be of benefit during the education phase.
Download and monitor your user data for all riders who have taken a certain predetermined number of trips (eg. 15) or spent a certain amount of money. As the number of trips a user takes can be gamed, a monetary threshold would be more secure. For all riders who have used your fleet a sufficient amount, email a unique, one-time use access code that expires at the end of the month. Tie these codes to theaccess of your Gold vehicles
Change the access codes monthly to ensure that users continue to be incentivized to return to your platform.
Operators must think of new and inventive ways to incentivize riders to return to their fleet above their competitors. Creative solutions like the above are a good way to leverage the existing success of ride-share fleets, while simultaneously creating opportunities to upsell riders.
Create special vehicles (maybe of a different model than the rest of your fleet) that your users will only gain access to in the month if they have taken enough trips or spent enough money.