Synopsis
This report looks at best practice for developing a merchant funded reward programs by examining case studies of the main players
Scope
With the emergence of payment cards and their increasing adoption by consumers and acceptance by merchants, banks and other cards issuers have been making significant efforts to make consumers use their cards over those of their competitors. In line with this, banks have been at the forefront in issuing cards with benefits and features offered through loyalty programs. These programs allow banks to distinguish their products from the basic services offered by competitors by offering attractive deals in a variety of product categories. However, it has become apparent that bank-funded reward and loyalty programs have lost value and impact, from both the banks and consumers points of view. Banks and card issuers have introduced similar loyalty programs in the recent past, which have become mutually almost indistinguishable. This has compelled banks to carry out other expensive promotional initiatives to set themselves apart. Banks and other card issuers have also realized the benefits of merchant-funded loyalty programs and consider these programs as replacements for traditional loyalty programs.
Summary
• This report provides a comprehensive analysis of various merchant-funded loyalty program business models
• It provides insight into the merchant-funded loyalty program value chain and the role of the service provider
• It profiles major players active in the value chain of merchant-funded loyalty programs
Reasons To Buy
• Gain insights into creating and improving a merchant-funded rewards model
• Gain an understanding of industry best practice
• Learn about the most effective business models
Key highlights
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Table Of Contents
1 Executive Summary
2 Building a Merchant-Funded Loyalty Program
2.1 Case Studies - Impacts of Merchant-Funded Rewards
2.1.1 Case study I: Smart Chip Technologies
2.1.2 Case study II: Fifth Third Bank
2.1.3 Case study III: the Bank of Montreal debit card reward program
2.1.4 Case study IV: Dunkin Donuts improving sales through merchant-funded loyalty program
2.1.5 Case study V: A loyalty program adopted by Exxon Mobil to drive sales
2.2 Best Practice Framework for Program Implementation
2.2.1 Preparation of a complete roadmap for the loyalty program
2.2.2 Alliances with a number of merchants to offer customers a diverse shopping experience
2.2.3 Developing a multi-tier loyalty program
2.2.4 Adoption of effective marketing strategies
2.2.5 Effective segmentation to provide personalized offerings
2.2.6 Frequent infrastructure upgrades
3 Appendix
3.1 Methodology
3.2 Contact Timetric
3.3 About Timetric
3.4 Disclaimer
List Of Tables
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List Of Figures
Figure 1: MasterCard Solutions Loyalty Program Website
Figure 2: Dunkin Donuts MFL Program with Plink
Figure 3: Framework of the Loyalty Program Adopted by Exxon Mobil
Figure 4: Merchant Funded Loyalty Program - Best Practices
