TITLE

TD's Costly Rewards Effort Driving Up Debit Revenue

AUTHOR(S)
Aspan, Maria
PUB. DATE
April 2010
SOURCE
American Banker;4/5/2010, Vol. 175 Issue 51, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the cash-back rewards promotion by the company TD Bank, which offered its customers up to 50 dollars back for signature debit grocery purchases in the first quarter of 2010. According to the article, the promotion was worth the expense if it convinces more customers to use their debit cards. Sunil Kirpalani, head of TD Bank's debit card and operations, discusses the amount of money that his company lost during this promotion.
ACCESSION #
48945070

 

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