Abstract
In order to offer a wider range of financial products to customers, to offer customers a lower credit APR which meets competition from credit cards and to grow credit balances, retailers who have not done so already should consider the merits of introducing an SBCC.
SBCCs are appealing to consumers because holders may use the card in other stores (to accumulate reward points) but their affinity with the issuing store' s values (eg trusted name, quality) is still apparent. Partnerships established between retailers and credit card providers (ie banks) may lead to stores offering a wide range of financial products to customers, using the retailer' s brand image to underpin the relationship.
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