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Evolving Rewards Strategies: How Merchant-Funded Programs Will Usher in a New Era of Loyalty for FIs
Javelin Strategy & Research, July 2011, Pages: 51
Changes in the regulatory environment and a slow economic recovery have restricted the amount of revenue financial institutions (FIs) have traditionally earned from payment cards. This restriction has prompted FIs to reassess the existing rewards model for payment cards in favor of more cost-effective options, such as merchant-funded rewards. Merchant-funded rewards programs leverage an FI's transactional data to target merchant discounts, coupons and rewards to specific consumer segments, effectively transferring much of the burden of cost from FIs to merchants. This report analyzes recent changes to payment rewards strategies, documents the rising popularity of merchant-funded rewards and profiles seven leading third-party rewards vendors that offer merchant-funded programs.
The report further explores consumer attitudes, preferences and actions related to rewards programs, recommending ways to maximize rewards potential
Primary Questions
- What is the traditional rewards model for payments, and how is this model evolving?
- What are the key drivers prompting the evolution of rewards programs?
- What value do consumers place on rewards/loyalty programs?
- What is the ROI of payment rewards/loyalty programs for FIs?
- How can rewards be utilized to enhance the FI/ customer relationship?
- What are merchant-funded rewards?
- Who are some of today's key rewards vendors? How do they differ from one another?
- How should FIs incorporate new rewards strategies into their existing programs?
- What are the various channels that can be used to deliver rewards?
Methodology
This data in this report is based on three Javelin surveys, including:
- A March 2011 survey collected online from a random-sample panel of 5,102 U.S. adult consumers. The overall margin of sampling error is ±1.37 percentage points at the 95% confidence level.
- A November 2010 survey collected via a standardized telephone interview from a random sample panel of 5,004 U.S. adult consumers. The overall margin of sampling error is ±1.39 percentage points at the 95% confidence level.
- A September 2010 survey collected online from a random-sample panel of 4,998 consumers. The overall margin of sampling error is ±1.39 percentage points at the 95% confidence level.
The surveys targeted respondents in proportions of gender, age and income representative of the overall U.S. online population. According to the U.S. Bureau of the Census, the projected 2011 U.S. population is estimated to be 312 million people.
Supplemental conversations and briefings with vendors were also incorporated into the report.
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