Abstract
This report examines recent realignments in credit card rewards programs, and
more importantly where reward programs are going from here, given the ongoing
need to activate and retain cardholders - and to compete with other reward
programs. This crossroads opportunity offers many choices to issuers as they
plan new products and marketing strategy, as well as some major decisions
regarding where to invest in new product development.
Topics explored include:
- Today' s realignment in credit card rewards programs is an economic
necessity, but just another iteration in ongoing program development.
- Efforts to scale-back rewards programs, however necessary from an economic
standpoint, will take some heat due to raised consumer expectations.
- New rewards tools for issuers include turnkey rewards programs,
cross-product relationship rewards, and consumer-directed features.
- Cash back is undergoing a renaissance in rewards programs, with new
earning and disbursement features.
- High-value targeted discount programs are increasingly linked to rewards.
This report covers developments in traditional rewards programs: miles and
cash/rebates. The report also examines discounts, which are undergoing some
critical development separate from cash/rebates.
The report also highlights new options in rewards delivery, namely:
- Availability of turnkey rewards programs for issuers who could not
otherwise afford (or who can no longer afford) a competitive proprietary
program.
- Developments of relationship-based rewards programs, which can incent
usage of a broad array of a bank' s products, encourage pooling of individual
relationships, or even involve marketing partner firms.
- Evolution of consumer-directed features which engage the consumer in
managing the rewards program to meet their own segment needs.
Ken Paterson, Director of the Credit Advisory Service at Mercator
Advisory Group and the author of this report comments that, "what is
especially interesting is that industry accounts have focused on rewards
realignment as an industry-changing and uncommon occurrence. APR' s and credit
terms change all the time; but consumers may actually pay more attention to
rewards. Of course, rewards programs are designed to both attract and retain
customers, so any re-alignment that jeopardizes retention runs a real business
risk. But in this competitive environment, reports of the death of credit
card rewards have definitely been exaggerated".
Table of Contents
TABLE OF CONTENTS
TABLE OF FIGURES
Introduction
I. The Rewards Phenomenon: Big, No Matter How You Slice It (With Room To Grow Too)
- Market Presence
- A Big Step Backwards, Or Just A Bad Press Day?
II. Rewards Trends: Levers For Reinvention
- New Options In Rewards Delivery
- Turnkey Rewards Programs: Going Up-Market?
- Preferred Rewards from MasterCard Advisors
- Visa Extras
- CURewards from PSCU
- Relationship-Based Rewards: Everyone Into the Pool!
- Consumer-Directed Features
- Cash Is Hot!
- Discover Card: Building on Cash Back
- Point Programs: Seeking Direction (And The Next Killer App)
- Miles: No Free Rides
- Discounts: The Awakening Giant
- Visa Incentive Network (VIN)
- Loyalty Solutions Merchant Promotions (MasterCard)
III. Where Next?
- Remember the Cardholder
- Crystal Ball Time: Top 10 List Of Coming Rewards Trends
TABLE OF FIGURES
- Figure 1: Rewards Trail Core Payment Functions As Motivators Of Credit Card Usage
- Figure 2: Rewards Are Especially Motivational Among Affluent Households
- Figure 3: Credit Card Rewards: 20 Years Of Crossroads
- Figure 4: Rewards Program Levers For Issuers
- Figure 5: Rewards Program Levers: Decision Factors
- Figure 6: CitiBank ThankYouSM Points Calculator
- Figure 7: Cash Back: Lots Of Program Options
- Figure 8: Discounts: More Than Coupons
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