Why Microsoft has launched a loyalty scheme to get more people using Bing instead of Google or Yahoo
Bing-oh, Bing-oh (I’m in love)… Could Microsoft’s Bing loyalty scheme drive people to their search engine? Image by P3ak (via Shutterstock).
In the last century, there has been many ways of rewarding the customer’s loyalty. From the Co-op’s Divi scheme to Green Shield stamps, and clubcard schemes, electronic points have become the norm. Not only on the Tesco Clubcard or Nectar card schemes, but countless web based affinity schemes. Microsoft’s own Microsoft Rewards scheme is one of many. This time, they have extended the scheme to anyone who uses the Bing search engine.
Why has Microsoft taken this step? Google’s market share in the dog-eat-cat world of search engines is around 70%. Bing is the second most popular search engine by a great distance: almost 20%. In the UK, more than 20% of people use Bing. Not only on Windows Phone, but also via AOL accounts.
For the loyalty scheme, Microsoft aims to reward each visitor with three points per visit. If you spend most of your waking hours in front of the computer or smartphone, the points soon mount up. Like Nectar or Tesco Clubcard points, but online only. For every 5,000 points, you get a fiver to spend on the Microsoft Rewards page. 6,000 points gives you an XBox Live Gold Membership (worth £9.99) or a five pound Windows Store gift card.
The changes to the Microsoft Rewards loyalty scheme encompasses the previous Bing Rewards scheme. Points can be redeemed via your Outlook, Hotmail Live, Skype, or XBox Live account, which you can link up to rewards.microsoft.com. Plus, it is free to join.
Do you think that changes to the Microsoft Rewards scheme may succeed in chipping away at Google’s market share? Feel free to comment.