Despite projections that younger audiences are moving away from widespread credit card adoption, department stores rapidly advance both promotion and integration of their branded credit cards.
Nordstrom and Bloomingdale’s, now widely promote early access to or enhanced sales exclusives to cardmembers, which integrates a tiered rewards program into branded holidays. However, retailers must avoid overpromising in an effort to lure more members. When Nordstrom’s Anniversary Sale went live, Nordstrom was forced to send cancellation emails to many of its loyal customers and weather social media outcry, apologizing in nearly three times as many tweet replies in July as June.
As tender neutral programs rise and department stores look to gain incremental revenue from such options, department stores must effectively position savings and incentives across their sites. Only 10% of department stores tracked in Gartner L2’s report on the topic surface savings from their branded credit cards on product pages, missing an opportunity to prompt new loyalty members and save check-out time for users. Mexican retailer Liverpool promotes discounts associated with its branded credit card on product pages and, in Q1 2019, credit card income rose by 21% year over year.