對消費者的預付卡流通策略與預付型的購物 是由出版商Mercator Advisory Group, Inc.在2010年01月所出版的。
這份英文市場調查報告書包含28 pages, 11 exhibits 價格從美金2950起跳。
本報告為預付卡的各種流通戰略之研究分析，尤其是「預付型商場」的預付卡流通動向與消費者的利用行動・喜好等等。概述如下文所條列。
醒目的調査案例
- 消費者用的預付卡發行業者與其零售業的同伴，主要利用了7個種類的通路來進行
- 2009年5月/6月的墨卡托調查資料，將利用預付卡通路的多種購買，消費行動以消費者的喜好為基礎，主要分為四類
- 2008年的預付卡儲值額度估計超過164億美金，店內的預付購物為目前最主要的形式
- 由現在進行預付購物的13種預付卡的2008年儲值率來看，墨卡托可以算出最早的估計量、Mercatorは初めて推計額を算出した
- 開放式管理卡與開放式的禮品卡等分野的成長相當快速，可以觀察到預付購物的數字也不斷成長
Abstract
Prepaid in-store card distribution has in many ways become the public face of
consumer prepaid open and closed gift cards for many buyers (and indirectly to
the recipients of cards as gifts). But why should card distribution be this
simple? In fact, it is not and Mercator Advisory Group has identified seven
major distribution channels used by issuers today to sell their cards directly
and indirectly to consumers.
One of the most successful distribution channels having a major impact on
consumer prepaid card sales is the prepaid mall, where dozens of cards hang on
the large displays. This distribution channel has become significant in its
own right, with a handful of major distributors deploying their own point of
sale activation (POSA) networks and in-store display expertise to support
these implementations. By our estimates, prepaid malls are responsible for
nearly one third of total load volume within the thirteen prepaid segments
using mall distribution today, although the proportion varies markedly by
segment.
The Consumer Prepaid Distribution Strategies, And The “Malling”
Of Prepaid report reviews the nature and types of card distribution
strategies with a specific drill down on the prepaid mall channel, where
discussed are the card segments using the mall channel, as well as how
consumers use the channel. From retailer feedback, it is apparent that prepaid
mall management is becoming a science, just as other in-store marketing tasks.
We identify, at a high level, best in-store marketing practices of major
retailer and their mall partners.
In this research report Mercator Advisory Group introduces a new analysis of
data from Mercator' s 2009 Primary Data Series, which collected survey data
from 1,012 adults on a variety of payment topics, including prepaid as well as
credit, loyalty, mobile payments, and payment security topics. Our analysis
identifies four broad segments of prepaid card shoppers, and their propensity
to use in-store prepaid malls versus other modalities.
Also presented in this report is our first-time estimate of the magnitude of
prepaid load volume originated through prepaid malls, and how that is
distributed across the 13 segments of cards using malls today.
“While marketing traditionally has only four ' P' s or levers than can be
adjusted to optimize the mix, prepaid distribution has evolved seven
complimentary distribution channels that might be employed. A major prepaid
card issuer and/or retail sponsor has the opportunity to adjust the mix of
channels used, and resources devoted to each one,” Ken Paterson,
VP for Research Operations at Mercator Advisory Group comments.
Highlights of the report include the following:
- Consumer prepaid card issuers and their retail partners use seven main
distribution channels to support card sales.
- Mercator' s survey data from May/June 2009 documents a wide range of
consumer behaviors in using prepaid distribution channels, and four distinct
prepaid shopper segments based on reported shopping behavior and preferences.
- In-store “prepaid malls” have become a major distribution
channel in their own right, with an estimated $16.4 billion in prepaid card
load in 2008.
- Mercator has developed first-time estimates of the 2008 load volumes of
the 13 prepaid segments currently distributed through prepaid malls.
- Prepaid mall volumes are likely to grow thanks to the presence of
fast-growing categories like open money and open gift cards.
The report is 28 pages long and contains 11 exhibits.
Table of Contents
TABLE OF FIGURES
Introduction
I. The Prepaid Distribution Ecosystem
- Seven Flavors Of Distribution
- Let' s Go To The (Prepaid) Mall
- Mall Inventory And Location
II. Prepaid Shoppers Speak
- One Size Does Not Fit All (Or Even One)
- Herding These Cats Into Buyer Segments
III. Estimated Load Through Prepaid Malls
- Distributed In-Store Gift
- Prepaid Mall Segment Estimates
IV Strategic Implications
- 7 Distribution Levers
- The Channel Maturation Factor
- The Consumer Maturation Factor
- Beware Of External Factors
Appendix: Overview of Surveys Used In Analysis
TABLE OF FIGURES
- Figure 1: Main Prepaid Distribution Channels
- Figure 2: Issuers Can Engage A Mix Of Distributors
- Figure 3: Malls Are The Second Most Used Prepaid Gift Card Purchase
Channel By Consumers
- Figure 4: Best Practices For In-Store Mall Marketing
- Figure 5: Segments Participating In Prepaid Malls
- Figure 6: Experience With GP Reload Is Low
- Figure 7: Card Buyers May Have Multiple Purchase Modalities
- Figure 8: Prepaid Buyer Preference Segments
- Figure 9: US $ Loaded On In-Store Gift Segment
- Figure 10: Estimated 2008 Load: Total Segment Vs. Mall-Distributed
Component
- Figure 11: Estimated Segment Share Of $16.4B In Mall-Distributed Card Load
- Appendix: Primary Research Surveys Used in 2009
