MasterCard Advisors Enhances Segmented Loyalty Program For Issuers

Most significantly, the initiative provides card portfolio managers with the unique ability to identify and categorize groups of cardholders based on their past spending behavior, and then tailor offers designed to drive them to new categories of spend, as well as to new merchants. The program's goal is to boost profitable behaviors incrementally. Thanks to the Segmented Loyalty Programs' automatic tracking mechanism, targeted cardholders do not need to show coupons or keep receipts, and issuers can select how to deliver rewards to their customer.

"Our Segmented Loyalty Programs prove our ability to encourage cardholders with the potential to be more profitable, to influence behavior and extend the use of their cards," says Mark Shipley, Global Practice Leader, Loyalty Solutions Worldwide for MasterCard Advisors. "By scoring cardholder activity against specific parameters using a rules-based engine, we have been able to move cardholders to new and more profitable spending patterns."

"Loyalty programs are a key deciding factor for determining a consumer's reliance upon a card," notes Shipley. "Loyal customers spend more than two-and-a-half times that of non-reward cardholders over time, and are less price sensitive."

"Loyalty Solutions Worldwide can manage all aspects of the program, from defining the customer segmentation and designing the program, to enrolling cardholders, tracking their spend and fulfilling the award," adds Shipley. "Finally, MasterCard Advisors applies back-end analysis to assess the success of the program, to allow continuous fine-tuning."

Loyalty Solutions Worldwide designs and manages innovative, customized solutions that enable financial institutions and merchants to acquire, retain, and strengthen their customer relationships. It offers comprehensive loyalty solutions globally including data analytics, customer service, rewards fulfillment, and segmented loyalty programs, all powered by the MasterCard loyalty processing engine. To learn more about loyalty solutions at MasterCard, go to www.loyaltysolutionsworldwide.com.