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Article: LOYALTY SCHEMES PROMOTE DEBIT CARDS.(several banks find debit card marketing strengthens customer loyalty)(Brief Article)
- Article from:
- Cardline
- Article date:
- March 8, 2002
CopyrightCOPYRIGHT 2002 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Several debit card issuers, including Citibank, Chase Manhattan, Bank of America, and Charter One, have put loyalty programs front and center in the marketing campaigns for their debit cards. In doing so, industry observers say, issuers actually are accomplishing several goals. "Issuers continue to try to differentiate themselves, go against the cash-check boogey man out there, generate revenue, and create customer loyalty," says Jerry Sargent, vice president of debit strategies and development at MasterCard International, Purchase, NY. Loyalty programs are "very much a way to do all that," he says. Of those objectives, however, customer ...
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