The paper has been kindly picked up by VRL and will be published in abridged form in the latest issue of Cards International. The full-length paper can be found here on Insight's website.
All comments welcome.
Showing posts with label credit card. Show all posts
Showing posts with label credit card. Show all posts
Wednesday, 19 August 2009
The Changing Face of Loyalty in Payment Cards
Some time ago, I blogged about a soon-to-be-published whitepaper on the subject of loyalty in payment cards, and how commoditisation is going to change the playing field of how programs should be run.
Friday, 10 July 2009
Credit Card Mailers: Straw Poll
Whenever someone inquires about my profession, the exchanges inevitably leads to the question of marketing mailers, those pieces of glossy, high-quality printed fliers and brochures that sells everything from low cost balance transfers, to the latest offers at named retailers.
To the marketer, they are precious pieces of articles that represent possible the only tangible form of direct communication from the card marketer to the consumer/cardholder. On the other hand, the everyday consumer tends to look upon them with disdain and sometimes annoyance.
I will attempt to do the first (at least, it is the first that I know of) scientific market research on what people actually do with their statement inserts (as it is known in the business).
Please help in the research by following the link and casting your vote:
http://polls.linkedin.com/p/47034/tqdcw
Hopefully, I can get some interesting results and share some insights on the phenomenon.
To the marketer, they are precious pieces of articles that represent possible the only tangible form of direct communication from the card marketer to the consumer/cardholder. On the other hand, the everyday consumer tends to look upon them with disdain and sometimes annoyance.
I will attempt to do the first (at least, it is the first that I know of) scientific market research on what people actually do with their statement inserts (as it is known in the business).
Please help in the research by following the link and casting your vote:
http://polls.linkedin.com/p/47034/tqdcw
Hopefully, I can get some interesting results and share some insights on the phenomenon.
Tuesday, 16 June 2009
The Relevance of Loyalty in Credit Cards Today
A cursory check on the major banks in Singapore, Malaysia, Thailand, Philippines, and India revealed that almost all of the card products come with a default rewards program of some sorts. The most common form of rewards currency are points, rebates, and airline miles.
There was a time when loyalty programs were deemed the 'killer application' for credit cards. But there seems to be a growing proliferation of 'run-of-the-mill' programs.
What is the relevance of a card loyalty program to an issuer? Have we lost sight of the true business reasons for wanting a loyalty program in the first place?
In the next few weeks, I will be working on a white paper to explore this topic. In the meantime, do share with me your views.
There was a time when loyalty programs were deemed the 'killer application' for credit cards. But there seems to be a growing proliferation of 'run-of-the-mill' programs.
What is the relevance of a card loyalty program to an issuer? Have we lost sight of the true business reasons for wanting a loyalty program in the first place?
In the next few weeks, I will be working on a white paper to explore this topic. In the meantime, do share with me your views.
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