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OSS Credit card

(Published price £2,495)

Consumers are finding it hard to distinguish between the brands and cards on offer today. Both the cards and their marketing provide little distinction for the shopper and few cards are enticing shoppers to buy. In OSS Credit Cards we set out strategy and tactics for improving online salesmanship

Overview

Credit Card Report

The online market for credit cards seems strangely becalmed. Other product marketplaces in the OSS series (like insurance and mortgages) seem to be in motion: new products and promotions are being developed for the web; shifts in advertising spend and consumer behaviour is creating opportunity.

But consumers are starting to find it hard to distinguish between the brands and products on offer. And this makes it difficult to summon up the conviction to select and apply for a new card.

There is healthy latent demand in the marketplace but we also observed that this interest is not converting to action. Few cards are creating enough rational or emotional impact to snap consumers out of their indecision.

This report examines the issues impacting on the online market and credit card sales and gives card marketers and product managers important ideas about how to achieve competitive advantage and success online.

Key questions:

  • What are consumers’ expectations and pre-conceptions about how and where they will shop for cards?
  • What sites and tools do they use to acquaint themselves with the market?
  • What makes a card proposition compelling for online shoppers?
  • What steps are there between the initial online shopping session and purchase?
  • How do consumers formulate a shortlist of candidate card providers?
  • What dissuades shoppers from applying online?
  • What differences in behaviour can we observe between fieldwork for the 2007 report and the first study conducted in 2005?

To enquire about purchasing OSS Credit Cards contact info@foolproof.co.uk