Credit Card Threat Counter Strategy

In order to protect its strong position in the Japanese market, a global credit card brand needed urgent action to head off an aggressive competitors new growth strategy… by building a compelling offer for customers and the cards issuers

Our Work

  • Market audit of key competitors marketing materials
  • Customer Mystery shops to issuers to understand how they were ‘pushing’ competitor cards
  • Brand DCode focus groups to pinpoint what was driving the competitors brand with vulnerable target customers
  • Quantitative segmentation of the market to assess the real threat to our clients card business- who was vulnerable and why

The Outcome

A quantitative segmentation of customers via a ‘risk matrix’, profiling the customers and issuers posing most risk and detailed qualitative understanding of those risk factors- for immediate team action

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