marketing-consulting Case Study
Our Tactical Segmentation Served a Specific, Short-Term Need
A leading credit card issuer was ending its co-branded card partnership with a major consumer brand and needed to convert its rewards program to one that was no longer linked to the cobrand.
The card issuer had a large portfolio of these co-branded cardholders and was concerned with attrition due to the loss of the partner brand.
Our client had minimal understanding of its cardholders beyond their own card usage behaviors. To minimize attrition, our client needed to know what cardholders most valued, and how to best communicate the change in the rewards program along with the card features that would not be changing.
Approach + Solution
The attitudinal survey was conducted among existing cardholders and their actual card use/behavioral data was appended to the survey results using a double-blind matching methodology to ensure anonymity. We then developed four tactical segments from the combined data that allowed us to tag their entire file regarding the key card benefits to communicate (points transfer and value, APR, credit line, etc.).
It also enabled our client to uniquely position the new rewards program to better resonate with each segment.