REVITALIZING REWARD PROGRAMS (Sept 2016)

Credit Cards, Debit Cards, and Checking

Revenue vs. Relationship Building

Custom and Combined Rewards

Key Finding from the Report:

Results from SYNERGISTICS 2014 study, Optimizing Reward Programs, revealed the extent of participation in various reward programs.  Credit card reward programs were most widespread, followed by debit card and checking relationship rewards. The 2016 survey will reveal any change in consumer participation in various reward programs.

F245 Prop Graphic

Highlights of the Study

This study evaluates the consumer perspective on reward programs for financial services including credit and debit cards and checking.  It examines reaction to pricing, custom reward programs, and combined reward programs.

National Internet Survey – 1,000 consumers age 18 or older.

Key Dates

June 24, 2016 – Charter fee/Intro pricing ends.

June 24, 2016 – Final acceptance of comments on questionnaire.

September 2016 – Project Report available.

Strategic Questions

  • How should financial institutions evaluate and assess the current state of their reward programs? What results are the best measures of success – greater market share, strengthened relationships, or increased fee income?
  • What is consumers’ current behavior profile in terms of usage of reward credit cards? Is usage of multiple reward cards a factor in the market and what is driving this?  Is there revenue potential in marketing reward cards?  Do premium or prestige credit cards represent the next step in reward credit cards?
  • Is there potential for a resurgence in debit card rewards? To what extent do consumers participate in these programs and how much appeal do they have?  Are combined debit and credit card reward programs a viable option?
  • How strong is the potential for relationship-based reward programs tied to checking activity? What has been the experience of consumers with these programs?  Are these programs effective in terms of increased customer activity, new account openings, and relationship retention?
  • What is the current attitudinal and behavioral environment impacting the design and positioning of reward programs? Do consumers prefer lower-value rewards that are given quickly or those with higher value that build over time?  What perceived advantages or benefits can be incorporated into marketing strategies and tactics?
  • What is the experience with and potential for innovative reward programs and delivery methods — including customized rewards, experiential rewards, and targeted messages or alerts based on spending patterns and preferences? Is there receptivity to mobile apps for managing and optimizing reward programs?
  • Do certain reward programs appeal to specific market segments in a way that can be used for positioning and targeting?  Are there consumer segments that represent wider potential for strengthened relationships or revenue opportunities?

Research Issues

  • Rewards have become an almost essential element for many financial services, particularly card products.  They have become an expectation among consumers and now represent the cost of doing business for many providers.  Over the years, the types of rewards that are popular have fluctuated, being influenced by economic factors and changing consumer opinions.  Are certain types of rewards now more popular to certain age and household income segments.
  • Rewards can be associated with credit cards, debit cards, checking accounts, and various other financial accounts and services.  Some reward programs are tied to balances, while others depend on frequency or volume of product or channel usage.  In some cases, consumers have the option to customize their reward experience by selecting rewards or other features of a product or service.  In addition, rewards may be combined based on usage of multiple financial accounts and services – such as usage of credit and debit cards.
  • In developing reward programs, providers need to identify their objectives – fee revenue, account acquisition or customer loyalty and retention.  This study examines consumer usage of and reaction to reward programs for financial services such as credit cards, debit cards, and checking accounts. Relationship and balanced-based rewards, as well as opportunities for fee revenue and account retention and acquisition are evaluated.  This study will help providers gain an understanding of consumer preferences, attitudes, expectations, and behavior patterns, which will assist providers in revitalizing their reward programs. [F245]