Development of innovative products and payment services to penetrate the higher consumption categories, with an incentive and loyalty plan that allows differentiating the activation and increases the profitability of different market segments (low, medium, and high). We also apply strategies for Visa, MasterCard, and American Express products, shared brand products, incentive programs, service levels, loyalty programs, and their impact on consumer preference are analyzed.

Credit cards offer two different functions to consumers: they are both a means of payment and a source of credit. In addition, many credit cards also offer rewards programs, which offer reward points or discounts that generally increase in proportion to the amount of consumption on the card.

The monetary benefit that consumers receive from their credit cards depends on the characteristics of the specific card they hold and how they use their cards. Your value proposition is the basis of your marketing plan for credit and debit cards. It gives customers a compelling reason to do business with you, showing them why they need your card. A strong value proposition distinguishes your bank from the competition, so your card offers a competitive advantage.

Market research shows the most important reason for having a credit card. Three of the four most common responses were monetary characteristics: the interest-free period, the reward points, and the available credit limit. Most of the non-monetary features that cardholders valued were features that are now also available on debit cards (for example, convenience, widespread acceptance, and the ability to shop online).