Latin American super app Rappi uses its travel products to build customer loyalty

It’s been almost a year since Latin American super app Rappi launched its partnership with Marriott in Mexico, allowing loyalty members of both brands to link their accounts to earn and redeem points for purchases at both brands.

The integration has now been expanded to Rappi users in Colombia, Chile, Peru, Brazil, Argentina and Uruguay, and Guido Becher, Global Head of Travel at Rappi, said they are learning quite a lot about user behavior and optimizing their messaging to personalize the offer.

“We initially thought… we had a clear target audience of Bonvoy members and Rappi Pro users, but we identified very interesting cohorts within them. The younger generations place more value on points and are more price conscious, and for the older generation or those with other interests, the perks and other benefits were more important.”

While the company continues to expand its collaboration with Marriott, it is also working on loyalty partnerships with airlines such as LATAM and banks in the region to engage these users in the travel space and also do business with Rappi’s other products and services.

“Travel is the window or door to the rest of the (Rappi) ecosystem because some people are very attracted to the value proposition of travel,” he said.

During the discussion in the PhocusWire studio at Phocuswright Europe, Becher also talked about the company’s growth plans, how its vast store of customer data – many of whom use the app multiple times a week – helps it provide inspiration and personalization, and why Latin America is similar to Asia in terms of customer behavior.

Watch the full discussion below.