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Essay text:
This was because First USA had a strong retention (portfolio marketing program) as opposed to other credit card issuers and wanted to become a trusted agent for the end user.
• First USA offered the customers rebates and coupons at participating retail partners (merchants.)
• Offered "instant credit" at time of purchase at participating stores like Dell.
Value Proposition to Retail Partners (Merchants):
• The first USA e-card offered end users a 5% rebate on purchases at a participating merchant and thereby increased merchant sales.
• First USA advertised the merchant in the First USA direct mail and statement insert programs thereby advertising to their large customer base...
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