For retailers, private label credit card platforms are increasingly essential for growth (and, sometimes, survival) as part of digital- and mobile-forward customer relationship and loyalty strategies. As tabulated in this report, private label card usage trends are positive, and our proprietary consumer survey research findings indicate that the cards can meaningfully influence in-store payment decisions, retail purchasing, and personal information sharing. Per our analysis of the retail card landscape, Victoria's Secret credit card and loyalty program exemplifies the movement to social marketing tactics, while New York & Company is upsetting the apple cart with a mobile app that can transact in-store payments. Technological advances will continue to drive retailer interest in private label card programs, as the movement to virtual private label cards housed within retailer mobile apps foretells the eventual demise of the physical card.
Private Label Credit Cards in the U.S., 9th Edition provides a wealth of actionable insight on trends shaping this resurgent industry sector. The competitive intelligence in this report specifically includes:
- Assessing the leading private label credit cards from the following retailers: Best Buy, Express, GameStop, The Gap, J.C. Penney, Kirkland's, Kohl's, Lowe's, Sears, Shell, Target and Victoria's Secret-to gauge program differentiation and related features and benefits; rewards and loyalty program structure; and online/mobile positioning.
- Tracking the industry shift to mobile and digital, including mobile credit applications, the central role of mobile apps, mobile payments, multi-tender loyalty programs and enhanced data analytics.
- Assessing the degree to which a variety of private label credit card features and benefits would incentivize consumers to sign up for a new private label credit card and to use a private label credit card more often.
- Analyzing consumer shopping behaviors; social media brand & product engagement; and relationship between store card use and retail purchasing & information sharing.
- Assesses the impact store cards have on the type of payment used at the point of sale; receptivity to promotional marketing; and tendency to act on that marketing.
- Estimating loans outstanding and purchase value for the U.S. private label credit card market by issuer for 2014, and a receivables and volume forecast for 2015-2017.
- Analyzing the U.S. private label card programs operated by North America's leading financial institutions, including Alliance Data Systems, Citi Retail Services, Capital One, Synchrony Financial Services and Wells Fargo, including growth strategies, private label card purchase value and loans outstanding by retailer, number of retail partners.
- Trending branded credit card and store card usage penetration, usage in past 30 days, and monthly usage frequency during 2004-2014, including demographic analysis for these metrics.