It’s Bank Credit Card Junk Mail Season Again!
BMW Financial Services offers Mini Cooper owners a Visa with a photo of their model and color of car through a digital imaging application. The card comes with a motoring reward program, with multiple points awarded for driving-related purchases, such as tolls and gas, and even offers cash back if a Mini is purchased.
And, although the program has been cancelled, Bank of America had a Visa for pet lovers. The "PetRewards" program offered points for pet food (in affiliation with Hills's Pet Nutrition), discounts for visits to participating veterinarians and clinics, and also enabled cardholders to donate to animal shelters. The most appealing feature, though, was the ability for the cardholder to put his or her pet's picture on the card via a digital uploading system.
The available digital imaging has facilitated greater personalization. Customers have a desire to individually "badge" themselves according to lifestyle choices, or personally display their interests and hobbies. Credit cards give them the opportunity to put their distinctive passions front-and-center through daily financial transactions.
Personalization, though, is more than just about images. For teens, there is the PAYjr Visa Buxx Custom Card site. It has features such as an online household chore and allowance tracking system. Digital imaging is also available for these cards; and teen cardholders are encouraged to be creative in their imaging designs through peer-judged contests, with Apple MacBooks and iPods as major prizes.
It's not only card designs which offer personalization. More importantly, it's special offers, customized to lifestyle and purchasing habits. In many ways, the card offers resemble deals similar to what they can get through sites like LivingSocial and Groupon. For example, there's Truaxis, a company which provides discount gift-card purchases for cardholders, and Slickdeals.net, the Truaxis online forum where Citibank cardholders receive promotions—such as $10 Amazon gift cards for $5, or Barnes & Noble $25 gift cards for $15. Other participating retailers include Sears, Lowe's, Home Depot and Old Navy.
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