Let's Talk Loyalty

#490: Visa Shares Advice and Insights for Successful Co-Brand Card Programs and Partnerships

Jan 29, 2024

Visa's Vice President, Luigi Marandola, shares insights on key success factors for loyalty program owners. They discuss controversial acquisition channels, leveraging e-commerce transactions, and emerging sectors for co-brand cards. They talk about the importance of strategic alignment, simplicity, and value proposition in co-branding programs. Understanding Gen Z and aligning spending with values is also emphasized.

55:40

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Quick takeaways

Ensuring top-of-wallet status for members is a critical success factor for co-brand programs.

Co-brand cards are evolving to include personalized and experiential benefits, driven by data and non-traditional loyalty currencies.

Deep dives

Key Success Factors for Co-Brand Program Owners

Co-brand program owners need to constantly think about key success factors such as ensuring their card is always top of wallet for members. In the US market, leveraging the purchase path for e-commerce transactions has proven to be an effective acquisition channel. Strategic alignment between partners is crucial, including aligning target segments, credit optimization, and data sharing. Governance and regular planning are essential for maintaining a successful co-brand partnership.

Understanding Your Value Proposition and Differentiation

01:25

Introduction

2min

Insights and Trends in Co-Brand Card Programs and Partnerships

2min

Favorite Loyalty Programs and Blurring Lines

7min

Strategic Alignment in Co-Branding Programs

12min

Simplicity and Value Proposition in Co-Brand Card Programs

7min

The Importance of Understanding Gen Z and Aligning Spending with Values

24min

Wrap-Up and Sponsor Mention

3min

Today’s episode is our first with Visa, a hugely important partner for so many of you and your programs.

Luigi Marandola is Vice President, Global Cobrand & Merchant Partnership Development at Visa, and he joins me today to share his approach to partnering with loyalty programs around the world.

Our conversation begins by reviewing with some of key success factors that program owners need to think about constantly to ensure your card is always top of wallet for your members.

Luigi then shares his insights on some great acquisition channels he sees, particularly in the US market – one of which is definitely controversial, and involves effectively leveraging the purchase path for ecommerce transactions as a key opportunity that more brands around the world can explore.

We also talk through some of the trends in co-brand cards that Visa sees from its data

(which is one of the largest data sets on the planet), as well as new sectors that are emerging and beginning to explore the financial and engagement potential of co-brand cards.

Listen to enjoy our conversation and learnings from Visa!

Show notes:

1) Luigi Marandola

2) Visa