Coalition Loyalty Program
Membership Card / Point-Of-Sale / Direct Mail / Statement Inserts

Bank-endorsed discount program drives usage and builds loyalty.

Situation
How does a bank hold on to price-sensitive customers and increase credit and debit card use at the same time? A national financial institution posed this challenge for Heinrich: create an innovative way to enhance customer loyalty, increase card usage, and differentiate the bank from its many competitors.

Approach
A new loyalty customer program recruited nearly 200 merchants to provide special offers and discounts to program participants. In the pilot phase, a special discount card was issued to 350,000 customers in a two-state region, soon followed by 265,000 more. Customers received discounts and benefits while shopping when they showed their discount card and paid with the bank’s debit or credit card. Direct mail, statement inserts, extensive POS collateral, and an interactive Web site were leveraged to promote the program.

Result
Now in its second year, the program has attracted many new merchant participants and strengthened the bank’s grip on its heavily courted customer base.