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As Roy Stephenson’s article (see May 2011) clearly shows, the answer to this question, as with so many things in life, is ‘it depends’. Any kind of reward scheme needs considerable reflection before adoption: any bank needs to ask itself (a) why do I want to promote the use of debit cards and (b) what income do debit products generate for us. On the face of it two simple questions but the response will demonstrate whether a rewards scheme is sustainable. Roy Stephenson is author of Gower Publishing’s Marketing Planning for Financial Services.

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