Say Goodbye To Co-Branded Credit Cards
A lot of banks has launched a co-branded credit card, but they are now on the verge of going out. Read the highlights of the article below and find out.
"Co-branded credit cards are passe. Instead multi-brands are here to stay. Recent surveys conducted by banks show that co-branded credit cards are losing favor with customers who find the exercise more limiting than enriching. To counter this, banks are exploring multiple tie-ups to provide value additions on credit cards, paving the way for multi-branded credit cards. Some also prefer to go the proprietary cards way.
A case in point is HSBC, which has exited its co-branded credit card business and decided to go with plain vanilla credit cards for its customers. A senior official of the bank said: “We decided to exit from our co-branded credit card business in India, as we found that it was not profitable. Instead, we are offering generic propositions to our customers and we find that they are finding this more meaningful than co-branded cards.”
Another banker who endorses the view is HDFC Bank’s senior vice-president and head of credit cards, Pralay Mondal. “We have seen that single synergy cards, which you call co-branded cards, have actually not done well, as customers find them very restrictive. Instead, banks are now looking at three-way or four-way synergies, which the customers can find more value in.”
Co-branding is essentially two major brands converging to enhance the image and saleability of both products. A co-branded card, by definition, is an affinity card issued through a partnership between a bank and a service provider. While, a multi-branded card involves a partnership of more than two companies, which agree to come together to offer a large set of incentives to its customers, and leverage on one another’s strengths to increase their bottom line."
Highlights of the article are from:
http://www.financialexpress.com/fe_full_story.php?content_id=110740
