Design a Loyalty Program for High-Frequency Users

Question: Design a loyalty program for Zomato's high-frequency users. Approach: Define the target segment (frequency threshold for "high-frequency"), the objective (retention vs increased order frequency vs margin protection), and the mechanic (tiered rewards, points-per-order, discounts vs perks like free delivery). Discuss how to measure success (retention lift, incremental order frequency, cannibalization of already-loyal users) and cost/risk trade-offs (margin impact, gaming of the program).