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Bill Hanifin
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One of the challenges in the Loyalty Marketing business is that few organizations share tangible results.
I still am occasionally asked the question “Does Loyalty Work?” and wish I could point to more specific evidence in public forum as an answer. Telling people that you are restricted from disclosure due to confidentiality agreements meets ethical standards, but is frustrating. And, the information shared at conferences is typically sanitized in case competitors are listening.
The dearth of proprietary data shared by program sponsors makes continuous improvement in our sector a bit problematic. That’s why Hanifin Loyalty is fortunate to be able to share the results of Zion Bank’s merchant funded rewards program launched in 2005 in a new case study published on our web site.
Merchant Funded Rewards models represent the innovation of choice among today’s card rewards programs in North America. It’s not a big surprise as “Pay for Performance” affords benefits to participating merchants, card issuers, and cardholders alike.
At the same time, merchant funded programs have proliferated so quickly, almost exclusively centering on online shopping, that banks are challenged to differentiate their offers.
Zions Cash Rewards is unique in that it centers its value proposition on an extensive brick and mortar network of everyday spend merchants which brings high relevancy and interest to the bank’s cardholders.
Documenting this case study would not have been possible without Cynthia Smith, SVP & Director, Bank Card Products and Services Zions Bancorporation and Kelly Passey, EVP, Access Development. Thanks to them both and to their organizations for supporting this effort.
I hope you will download and enjoy this detailed Case Study which shares results of the collaboration between Zions Bank and Access Development to achieve success.
