Articles > Business magazines > Finance and Accounting magazines > Bank Marketing articles > April 1998

Article: The cards in the future. (credit card companies' direct mail)

Article from:
Bank Marketing
Article date:
April 1, 1998
Author:
Copyright

Today's credit card marketers are facing a number of simultaneous challenges: an increasingly competitive marketplace, skyrocketing delinquencies and charge-offs due to the rapidly rising bankruptcy rate. Paradoxically, an important synergy between credit card companies and the business information service industry may be the logical - and best - answer.

Faced with declining credit quality and increasingly savvy consumers who can negotiate better rates and terms by card-hopping to issuers who slash APRs and eliminate annual fees, the credit card industry is reassessing its marketing options.

Many creditworthy, yet potentially unprofitable customers regularly ...

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