Putting Lasting Relationships First®

Harrods

The Assignment:

Develop a strategy to migrate proprietary charge card holders to a proposed cobrand credit card, with a focus on mitigating attrition.

Methodology:

  • Intense focus on customer activation, penetration and migration of the existing base of proprietary cardholders
  • Developed customer relationship  model for new card holder acquisition and increased activity and usage from both existing actives and newly acquired credit card customers
  • Performed strategic analysis, program benchmarking, economic modeling, partner development, vendor selection, marketing plan and ROI measurement

Results:

Analysis and recommendations for launch of new cobrand credit card and migration strategy were presented to Harrods management, followed by cobrand program launch.