Abstract
Overview
Introduction
With credit cards becoming increasingly commoditized, cardholder loyalty is an
area of growing importance. This report examines the theory behind cardholder
loyalty. It then illustrates these in practice by profiling many of the most
innovative loyalty programs in the world. This report includes an analysis of
the latest chip based loyalty schemes and concludes with a "Key Learning"
section.
Scope
- Focuses on loyalty programs attached to payment cards.
- Examines and profiles some of the most successful and innovative loyalty
schemes in the world.
- The research is global in its scope, examining programs from the Middle
East to North America.
- Conclusion draws upon examples in the report to answer the question of
what makes for a successful loyalty program.
Report Highlights
The range of rewards is important to make the scheme attractive to all levels
of spenders. A program with fantastic rewards will not be attractive to a low
spender if $10,000 needs to be spent before a reward can be claimed.
Whilst chip based systems are ideal for large multi retailer schemes, they
might not be a realistic option for a small issuer which might not be able
form a big loyalty scheme or afford to re-equip a chain of partner merchants
with new POS terminals.
Just as important as the rewards themselves is the opportunity for cardholders
to accumulate points to be able to claim these rewards. The easier it is for a
cardholder to amass loyalty points, the more attractive the program will be to
a broad range of consumers.
Reasons to Purchase
- Understand the secrets to successful payment card loyalty
- Learn what action the leading card issuers are taking to attract and
retain cardholders
- Discover how some issuers are leveraging chip based technology to take
their schemes to the next level.
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