redBus, the world’s largest online bus ticketing platform, announces the launch of Primo for small and medium-sized bus operators. This program is crafted to help small operators improve revenue, brand recall and consumer loyalty through initiatives like loyalty programs and cutting edge marketing techniques. Primo seeks to address the challenges of small bus businesses – lack of recognition, low brand awareness of these businesses and not being able to use technology effectively to improve the business.
The Primo ‘tag’ is only given to the top 10% of redBus’ high performing operators, guaranteeing basic standards in safety and reliability of bus services for customers. Key features include a consumer loyalty program offering discounts and rewards to Primo passengers, customer support initiatives, premium physical branding of buses, staff training, quick refunds, analytics based insights and operator first digital marketing initiatives. Based on previous loyalty programs run by redBus, this initiative is expected to support awareness and recognition for operators, may boost occupancy by 5-7% and could result in a double digit increase in bookings (10%). Primo operators are typically able to charge a premium.
To create awareness about individual operators, redBus will use AI to generate personalized videos for 300+ operators, which will be showcased on redBus’ YouTube channel. Additionally, operators can promote these videos across their own social media platforms, allowing them to engage with a broader audience and showcase their commitment to quality service. It provides access to exclusive products and technology, particularly valuable for small and medium-sized operators with fewer than 50 buses who may not have the resources to run such initiatives independently.
Currently, over 3,000 buses run under redBus’ ‘Primo’ brand, which has come to be recognised by customers as standing for safety, reliability, and comfort.
Prakash Sangam, CEO, redBus said, “The program is able to address the existing gap in India’s fragmented bus industry and create a pan-India brand associated with high-quality bus services. Primo is all about providing efficiencies of scale for small and medium bus operators, to support their growth. Very often we find that some truly excellent operators are not able to do more with their business because of lack of awareness among customers or because they are not able to fully leverage technology for business operations. We are confident Primo will be able to address this, resulting in a win-win for both customers and operators alike.”
