Are card-linked offers the solu3on to a decreasing interchange?
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- Christiana Cobb
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1 Are card-linked offers the solu3on to a decreasing interchange? Pierre BOCES Head of Product MarkeBng and ConsulBng Welcome Real Time
2
3 Card issuers with exis3ng loyalty programmes face new challenges from regulators Decreasing interchange Decreasing interchange revenues Pressure on loyalty programmes ROI
4 One solu3on is to tap into merchant funding Pressure on loyalty programmes ROI Looking for merchant funded rewards......linked to the usage of the bank s cards Card-linked offers
5 Card-linked offers meet both issuers needs... + Value payment data Find new funding for rewards Increase credit card usage
6 ... and retailers needs + Improve targejng AGract new customers Increase basket size / repeat visits
7 Most card-linked offers are monetary offers in the form of cash back Easy to: nego3ate remember compute track VS
8 Typical customer journey with cash back CLO Offer selecjon Payment CommunicaJon Offer conversion 90 Euros IntenJon to use an offer In-store payment NoJficaJon of discount Monthly statement
9 CLO key actors AdverJsers (merchants) Sourcer Aggregator Publisher (card issuer/scheme) Customers/members Merchant recruitment Offer creajon Publishing Follow-up Offer TargeJng Behavioural filtering Clipping Usage
10 From merchant funding to customer offer AdverBsers (merchants) Sourcer Aggregator Publisher (card issuer / scheme) Customers / members 10% funding 2% commission 8% 2% commission 6% 1% commission 5% cash back Example of split between inijal funding, commissions and final generosity
11 What makes or breaks a CLO programme (1/2): Advanced Analy3cs to create relevant offers DescripBve analybcs: what has happened? PredicBve analybcs: what could happen? 0% probability 3 visits at Home Depot 50% probability
12 What makes or breaks a CLO programme (2/2): Network of funding merchants to grow program Merchant recruitment Monitoring of KPIs Growing the network deadweight OF CUSTOMERS 150 retailers =
13 Once you get it right, CLO bring benefits: Customer Bank Merchant Great savings Relevant offers Ease of use BeYer ROI on rewards Strengthened card usage Increased customer sabsfacbon AddiBonal traffic More relevant customers Incremental sales
14 Are card-linked offers the solu3on to a decreasing interchange? One of the available solubons among =
15 Examples of card-linked offers programs Credit Mutuel-CIC American Express MasterCard
16 Acquirers enable offline CLOs with merchant-centric loyalty Credit Mutuel-CIC POS terminal with extended CLO capabilibes Merchant Portal to create offers
17 Offline CLOs bring more opportuni3es than online CLOs Offline VS Online commerce Larger X 10 sales volume in store than online Card payments convenience FricBonless customer experience in store compared to online
18 Brick & mortar acquirers can enable offline CLOs for non-banks with earning of miles and points Acquirers capabilijes CLO hub for Airlines, Media, Hotels Access to in-store transacbons data ExisBng contractual relabonship with merchants Good market share
19 The winning combina3on for merchants... and acquirers Brick & mortar Acquirer In-store payment data Cardlinked offers Nonbank customer base Conquest
20 Thank you
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