Taxi firm Addison Lee has launched a loyalty scheme, enabling customers to earn rewards and priority service.
‘Club Lee’ gives travellers the chance to build-up points for their journey and reach Silver, Gold and Black status.
Customers across each level will receive a “sliding scale” of benefits including discounted journeys, quicker collection times, guaranteed pre-bookable journeys during peak times, and upgrades to executive vehicles.
Club Lee customers will also be able to earn points through the taxi firm’s new app, which is also available on the Apple Watch and includes driver tracking and flexible booking options.
Addison Lee chief commercial officer Peter Boucher, said: “Our long-standing client relationships are what have helped us grow the business and put us in the position we are today, so Club Lee is our way of giving something back to those customers who use us regularly.”
Earlier this year, Addison Lee announced the next step in its international growth plan with its New York launch.
The move from the company, which is expected to rival Uber, will give it access to a fleet of more than 4,000 vehicles in a market worth around £2.2 billion.