According to Andrew Cheong, Managing Director, SurfGold.com, South Asia, ``With the Indian market becoming more customer- driven and customers becoming more discerning, the environment is condusive for introducing customer preference tracking programmes and developing customer loyalties.

This has also become indispensable due to the current e-commerce revolution in India. SurfGold recognises this tremendous potential and is committed to be the market leader in providing solutions for merchants to develop eLoyalty.''As Indian merchants go online, the issues of zero switching cost and retaining the online customer's attention will be key factors in determining a successful e-business. Spearheaded by seasoned e-commerce professionals, SurfGold.com uses cutting edge techniques like permission marketing and vital marketing, to enhance business-to-business (B2B) and business to consumer (B2C) interaction. Members are awarded points for indicating their interests and preferences, shopping at SurfGold. com partners and reading the content. The points thus earned are then accumulated and can be redeemed for rewards such as books, cinema tickets, frequent flyer miles and hotel stays across Asia.

According to Siddharth Reddy, general Manager, SurfGold.com, ``The immense potential for SurfGold in India is evident from the fact that in 1999-2000 e-commerce transactions in India were about Rs 450 crore and are expected to touch Rs 3,500 crore in 2000-01 (according to NASSCOM). Thus, online customer loyalty is an important issue".