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Co-branded Cards in Europe and the US 2006
Datamonitor, Jan 2007, Pages: 70
Introduction
Who is the target reader?
Scope of the briefing
How to use this briefing
MARKET CONTEXT
Introduction
Co-branding was first introduced in the US in the 1980s
Co-branding brings together the strength of an issuer and merchant partner
Co-branded cards are issued in partnership between an issuer and merchant
These partnerships leverage the assets and resources of each player to create a strong value proposition, frequently including a loyalty offering
Co-branded card programs are formed through either straight partnerships, self issuance or the conversion of a private label portfolio
Co-branding offers significant benefits to both parties
Issuers benefit from higher spending levels, access to a customer base, lower acquisition costs, cross-selling opportunities and added value in a competitive market
The primary benefits for merchants are additional revenue and sales
The potential costs for both partners are considerable
TRENDS IN CO-BRANDING
Due to a combination of competition and the potential benefits, co-branding is growing in importance
Intense competition in many markets has forced issuers to look more closely at co-branding partnerships
The proportion of co-branded cards in the market place has grown
Co-branding is now prevalent in many merchant sectors, leading issuers to look beyond this “traditional” list
Relationships between card issuers and their partners have evolved
PRODUCT FOCUS
Club models
Basic Club models are the simplest form of loyalty program
Advanced Club Programs give cardholders a greater range of benefits
Points based models
Basic points based programs
Advanced points programs
Multi-retailer programs
FUTURE FOCUS
The market outlook varies by region
Co-branding will provide an opportunity for growth in slow growing markets
Co-branding will allow issuers to increase market share in growing markets
However, co-branding will not be the answer for all issuers and merchants
APPENDIX
Research methodology
Future Readings
Our custom research capabilities
Cards & Payments Team contact details
How to contact experts in your industry
List of Tables
Table 1: Presidents Choice points awarded by PC Financial Services, 2006
Table 2: President’s Choice, cinema redemptions, 2006
Table 3: Our forecast for pay later card numbers across five markets, 2005
2010
Table 4: The number of co-branded revolving cards in the UK, 2001-2005
Table 5: The proportion of co-branded revolving credit cards in the UK, 2001-2005
Table 6: The number of co-branded and private label payment cards in the UK, 2001-2005
Table 7: Current relevant publications, 2006
Table 8: Future relevant publications,
List of Figures
Figure 1: Defining card partnership models, 2006
Figure 2: Combining brand and expertise in a co-branding relationship, 2006
Figure 3: The average co-branded card has twice the average annual spend levels, USA 2004
Figure 4: Payment cards offering rewards have increased in popularity, USA, 2004-2005
Figure 5: The proportion of co-branded cards being issued has grown, USA, 2003
2005
Figure 6: The proportion of co-branded cards in the market place has more than doubled, UK, 2001
2005
Figure 7: In the UK, co-branded cards have tripled in number, whilst private label cards have declined, 2001
2005
Figure 8: The Travelocity credit card rewards consumers for staying loyal to the brand.
Figure 9: Our classification of co-branded card loyalty programs
Figure 10: The Jeep MasterCard, essential statistics, 2006
Figure 11: The Carrefour Carte Pass – essential statistics, 2006
Figure 12: The Porsche Card – essential statistics, 2006
Figure 13: The Champions League Card, essential statistics 2006
Figure 14: Toys “R” Us Visa card – essential statistics, 2006
Figure 15: Amazon.co.uk MasterCard – essential statistics, 2006
Figure 16: President’s Choice MasterCard, essential statistics, 2006
Figure 17: Tesco Clubcard credit card, essential statistics, 2006
Figure 18: Nectar Credit Card, essential statistics 2006
Figure 19: Nectar Card holder can redeem their points for a variety of goods online
Figure 20: The Web.de Barclaycard, Essential statistics, 2006
Figure 21: Our core consulting capabilities
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