Co-branded cards have become an increasingly attractive product for consumers over the years, as they have begun to demand more sophisticated and beneficial payment options. This best practice report examines the benefit credit card issuers and airlines stand to gain with the launch of a co-branded card. A brief outline of existing co-branded cards within Australia is given, with particular emphasis on the changes that have occurred in the Qantas frequent flyer program over the past year.
Results from RFI card surveys conducted in 2008 and 2009 are analysed to gain insight into what consumers want from a rewards program and will produce a benchmark of an attractive rewards program from both an issuer’s and customer’s point of view. Using this benchmark a case study of a successful international co-branded card will be conducted.
