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신용카드 리워드 : COVID-19의 새로운 희생자?

Credit Card Rewards 2020: Another COVID-19 Victim?

리서치사 Mercator Advisory Group, Inc.
발행일 2020년 06월 상품 코드 941562
페이지 정보 영문 18 Pages
US $ 2,950 ₩ 3,253,000 PDF (Single User License)

신용카드 리워드 : COVID-19의 새로운 희생자? Credit Card Rewards 2020: Another COVID-19 Victim?
발행일 : 2020년 06월 페이지 정보 : 영문 18 Pages

본 상품은 영문 자료로 한글과 영문목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

신용카드 리워드(Credit Card Rewards)에 관한 소비자 조사 데이터를 바탕으로 미국 소비자의 실제적인 의견과 현재 리워드 프로그램의 결점에 대한 체계적인 정보를 제공합니다.

게재 기업

  • Ahold
  • Amazon
  • American Express
  • Bank of America
  • Capital One
  • Chase
  • Citi
  • Costco
  • Discover
  • FreshDirect
  • Grubhub
  • Hilton
  • Kroger
  • Marriott
  • Target
  • TD Bank
  • Uber
  • Walmart
  • Whole Foods

조사 내용 사례

조사 하이라이트

  • 연회비의 취약성
  • 카드 소유자가 구입하지 않게 되었을 경우 지출 동기 부여
  • 리워드 에코시스템의 혼란
  • 리워드의 기술 혁신과 리워드의 미래
  • 카드 발행자의 리워드 전략 변화
KSM 20.06.25

Strategies to save rewards cards programs from falling victim to COVID-19

Mercator Advisory Group's latest report suggests innovative strategies for credit card issuers to apply to counter the pandemic's economic consequences affecting their reward programs.

Credit card reward programs, a consumer benefit of using a credit card, will undergo change as consumers and financial institutions adapt to the new world of COVID-19. Credit card issuers that rely on rewards to attract and retain customers must consider the changing economic realities and construct programs that do more than link to weakened co-brand partners, advises Mercator Advisory Group's latest research report, Credit Card Rewards 2020: Another COVID-19 Victim?.

While many consumers gravitate to cash-back rewards, co-brand programs that feature alliances with airlines, cruises, and hotels leave consumers with points that may not be useful for several years. Rewards with cash options, such as those issued by American Express, Bank of America, Capital One, Chase, Citi, and Discover will find consumers more likely to gravitate toward cash options than rewards that provide options for hospitality and travel.

"Those aspirational trips to Hawaii lost their panache in 2020. So have hotels on South Beach and the south of France," commented Brian Riley, Director, Credit Advisory Service, at Mercator Advisory Group, the author of the research report. Riley adds that "credit card issuers need to re-gear credit card reward programs. If they do not, they will miss the way the market is moving."

This report analyzes Mercator Advisory Group's consumer survey data on credit card rewards and applies a practical view of both the U.S. consumer and shortcomings in current reward programs. With more than 225 million credit cards targeted at hospitality, retail, and travel, card issuers need strategies that appeal to the new normal. "Business is not business as usual today," commented Riley.

This document contains 18 pages and 9 exhibits.

Companies mentioned in this research note include: Albertson's, Ahold, Amazon, American Express, Bank of America, Capital One, Chase, Citi, Costco, Discover, FreshDirect, Grubhub, Hilton, Kroger, Marriott, Target, TD Bank, Uber, Walmart, and Whole Foods.

One of the exhibits included in this report:

Highlights of the research report include:

  • The vulnerability of annual fees
  • Motivating spending when cardholders no longer buy
  • Turbulence in the rewards ecosystem
  • Reward innovation and the future of rewards
  • Changes in issuers' reward strategies
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