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In a new initiative to attract more customers to its base, the global ride-hailing service provider Uber is all set to deliver its customers a slew of new incentives and point rewards for using the Uber App over other apps for multipurpose interests.

Loyalties like upgrades to nicer cars, flexible cancellations, and premium support would now be available to Uber customers across cities like Miami, Denver, Tampa, New York, Washington, DC, Philadelphia, Atlanta, San Diego or anywhere in New Jersey where it saw its initial rollout phase today before a global roll out in the next few months.

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As Uber started spreading its wings from transportation to other services like food delivery, more and more customers turned to Uber for its multi-purpose functionality. This new Loyalty program is a means to offer back to it its customers, encouraging them and others to associate with Uber.

After last year’s detailed survey and research asking its customers about the set of preferences they want in a loyalty program, many responded to getting perks and earning interactive rewards. Thus this new initiative would bundle together all of the company’s different food delivery services and other transportation services under one loyalty program, enabling the customers to earn benefits and rewards on using any one or more of their varied services.

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With the new update, Uber will start collecting and counting the overall Uber activity of the last six months of its customers, giving its customers instant benefits as they sign up for free for Uber Rewards.

As people use Uber more and more in their everyday, we wanted to find a way to reward them for choosing Uber – Nundu Janakiram, Uber’s director of product for riders

“International expansion is top of mind for us,” adds Holly Ormseth, Uber Rewards’ product manager.

This new initiative also aims to provide stiff competition to Lyft, which has announced its own set of reward programs for the coming December. But it seems Uber already has a head start with its fan base crossing over many countries.

As for the drivers, “They absolutely get paid their full rate,” Ormseth explains.

We understand that offering the benefits has a cost to Uber but we think of it as an investment – Janakiram

This new update and its Uber rewards can be viewed at the progress wheel at the bottom of the home screen. Services like Uberpool, Uber Eats, and Express Pool would avail the customers 1 point per dollar spent on it, while UberX, Uber XL and Uber Select would help you earn 2 points. Also, the new members would help customers avail more of the loyalty services with the benefits going on upgrading as you scale up from Blue, Gold, and Platinum all the way to diamond.

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