Credit Card Rewards: Another Day, Another Crossroads

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
  • Chase Freedom
• 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

• 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