The Reward is in the Research
As a national competitor in the banking industry, this client sought to revitalize its check card rewards program to become more competitive in the debit card market. The corporation saw that designing a new rewards program could enhance the features and benefits to be more customer-centric, minimize program costs, and increase profitability overall.
A two-part online survey drove the overall quantitative program. Consumers were queried about their awareness, attitude and usage; followed by a traditional conjoint. This exercise gained insight into the consumers’ thought processes about what they expect to earn, where they want to earn it, and how they wish to redeem their rewards.
Results identified solutions, allowing the client to implement a win-win program that met its corporate business strategy, as well as fulfilled customer wants and needs. In turn, the client applied the findings and developed a more targeted creative campaign strategy.