LOYALTY CARDS LOSE SPACE IN STORES

Most banks made use of other far-reaching means of payment When a customer comes into a department store, soon stumbles upon a seller ready to enumerate the advantages of exclusive card brand. The ' private labels ' — as they are known — were the focus of retailers in recent years. However, the advancement of banking in the lower classes and the opening of new units has made these plastics lost space for other means of payment. To get an idea, in the first quarter, the card Luiza represented 16% of the total sales of Magazine Luiza. In the same period last year, however, accounted for 24%. The fall was the result of increased participation of direct-to-consumer credit (CDC) and the conservatism in the approval rate. The same happened with the Riachuelo that saw the brand name card lose slice held from January to March of 2012, of 50.4% to 46.1% in this year.
Marisa, however, made the other way around. The private label retailer earned participation — even though the minimum pass of 44% to 44.2%. "Over the course of 2012, the company has invested in customer loyalty.Before, these cards were offered without segmentation and Marisa realized he had to reward the customer, "says Ravi Ramos Freire, retail financial consultant. The expert refers to the Amiga Program, whose registered customer base reaches 3 million and was responsible for the increase in sales Marisaem7% card.
In the first quarter, net financial intermediation of store cards increased 15.1% by revenue jump in sales and by reducing the cost of funding.With this, the portfolio of receivables grew by 21.5%, totaling r $ 537,4 million. "The trend is that retailers begin to review the product and return the value it, because is not merely financial. These cards help in dealing with customers, "says Freire.
Alexandre Ribeiro, Cosin Consulting partner, agrees. "One day, these shops can get the same respect that customers have with Apple and Samsung. They are fans of these brands, and different from what is offered today by these retailers is nothing more than a commodity, "he adds.
In the case of Lojas Renner, the result of financial services in the first quarter reached r $ 47.6 million, getting 16.3% higher than the r $ 14.4 million from the same period last year. The breakthrough is the result of that brand card issuing, somavam21 .1 million in March. This total represented a 49.9% share in sales of goods from January to March fell 51.2% in the first quarter of 2012. The average ticket rose from R $ 138 Renner card for $ 146,91.
According to analyst Carlos Daltozo BB, investment, partnerships of retailers with banks should decrease more and more. "Banks went through a difficult year with bad debt, increased competitiveness and falling interest rates. So, are behind an increased operational efficiency and does not fit this type of customer, "he says. The ITA, for example, fell apart hundreds of partnerships, last year.