Co-Branded and Affinity Cards in the U.S., 6th Edition

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Published Nov 10, 2017 | 252 Pages | Pub ID: LA15476360
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Co-Branded and Affinity Cards in the U.S., 6th Edition

Against a backdrop of increasing rewards and renewals expenses, issuers have tools at their disposal to make co-brand programs work, including higher-than-average interchange, affluent relationship-building opportunity, and building lower-risk credit card loan balances. But in more and more respects, super-premium own-branded credit cards look more and more like co-branded airline credit cards; and mega-banks have the firepower to develop their own card portfolios to sufficiently leverage them. Twelve co-branded credit card issuers that significantly participate in co-branding include nine of the ten largest credit card issuers by purchase value. Among them, co-branded share of consumer and small business credit card purchase value is 41%. The airline and hotel segments comprise 28% of co-branded credit card programs but contribute an outsized share of purchase value, underscoring the importance of travel and entertainment to co-branding. However, airline co-brands have faced growth challenges, while hotel co-brands may be leaving too much on-site spend on the table. Echoing a private label trend, retail-co-branding is in growth mode, as issuers and networks tap purchase value opportunity and retailers leverage the programs to maintain or grow loyalty amidst an intensely competitive landscape.

Market Trends & Opportunities

Co-Branded and Affinity Cards in the U.S., 6th Edition, provides deep insight into a market contributing some $860 billion in purchase value to U.S. payments. The report emphasizes co-branded credit card program features and benefits analysis, partner and issuer co-brand card strategies and competitive trends, co-brand growth trends among issuers and networks, and related trend and opportunity spotting. More specifically, the report:
  • Provides a market size for U.S. general purpose credit cards and co-branded credit cards, by network and by issuer. Co-brand issuer market sizes are further segmented by network.
  • Identifies and segments the number of co-brand card programs and program partners by network, issuer, and partnership segment.
  • Assesses issuer co-brand/affinity and own-branded (proprietary) credit card program strategies, with specific co-branded card program market sizing, for Alliance Data Systems, Bank of America, Barclays, Capital One, Citibank, First National Bank of Omaha, JPMorgan Chase, Synchrony Financial, U.S. Bank, TD Bank and Wells Fargo.
  • Assesses the co-branding card strategies being employed by American Express, MasterCard and Visa.
  • Provides market segment analysis for co-branded airline cards, including partnership changes, revenue, passenger and revenue passenger miles analysis for airlines having co-branded programs; loyalty program usage trends; survey analysis focusing on the relationships among frequent flyer membership, frequent flyer redemption, frequent fliers, airline credit card usage and demographics; profiles for Delta Air Lines, American Airlines, United Airlines and Southwest Airlines, including loyalty program and co-brand credit card program revenue analysis, and program-related trends; and co-brand card program and program partner counts by network and issuer.
  • Provides market segment analysis for co-branded hotel cards, including cardable opportunity, detailed analysis of the Marriott-Starwood merger and its ramifications, as well as co-brand card and loyalty program market sizing; survey analysis focusing on the relationships among hotel loyalty program membership, frequent hotel users, hotel credit card usage and demographics; and co-brand card program and program partner counts by network and issuer.
  • Provides market segment analysis for co-branded retail cards, including co-brand card program and program partner counts by network, issuer and retail category; analysis of the Costco co-branded credit card program, including 2015-2017 program market sizing and profitability discussion; analysis of the Amazon co-branded credit card program, including the cards’ relationship to Amazon Prime, purchase value estimates and forecast through 2020, and related survey analysis; and assessment of the role retailer-specific apps have in the Target and Macy‘s loyalty and card programs.
  • Via survey analysis, the report:
  • Trends credit card usage, usage engagement, and usage share by card network over time, focusing on age and HH income trends; and trends rewards vs. non-rewards, co-brand airline and co-brand hotel credit usage trends over time, focusing on HH income trends. General trends are tracked back to 2008; other trends are tracked back to 2010.
  • Identifies the types of co-branded and affinity credit cards used, used in the past 30 days, and used most; includes engagement analysis and demographic analysis by co-branded and affinity credit card category; and analyzes monthly credit card spend, loan balances and credit score by co-branded credit card category.
  • Assesses the degree a range of features and benefits influence credit card users and co-branded credit card users to sign up for a co-branded credit card, including perks, discounts, rewards fees, interest, financing and other card benefits. Analysis by gender, HH income and credit score is included.
  • Identifies the rewards-related factors important to rewards credit card users and the factors that influence co-brand credit card users to switch from the co-brand credit card they use most to another card.
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