TD's Costly Rewards Effort Driving Up Debit Revenue

Aspan, Maria
April 2010
American Banker;4/5/2010, Vol. 175 Issue 51, p1
Trade Publication
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.


Related Articles

  • MasterCard offers debit. Lim, Kenny // Media: Asia's Media & Marketing Newspaper;1/10/2008, p6 

    The article reports on the launching of debit card by MasterCard International Inc. in Malaysia using the long-running Priceless campaign devised by McCann Erickson. The advertising campaign features two couples in everyday situations struggling to use cash to buy things. It targets trapped cash...

  • Get Cash for Not Using Cash. ASPAN, MARIA // U.S. Banker;Apr2010, Vol. 120 Issue 4, p16 

    The article offers information on the cash back money scheme on debit cards offered by the U.S. banks to create the habit of using debit cards in customers for their everyday purchases. It informs that TD Bank NA has promoted its debit cards by offering 50 dollars as cash back rewards to its...

  • TD Bank Offers Cash Back To Spur Debit Use. Aspan, Maria // CardLine;4/9/2010, Vol. 10 Issue 15, p8 

    The article reports that banks are losing money in short-term to encourage consumers to become habituated of using debit cards for everyday purchases. TD Bank NA launched a cash-back rewards program in the last quarter of 2009 to convince more customers to use their debit cards. The program...

  • Weighing new services to capture millennial market share. JOHNSON, BRETT // njbiz;6/15/2015, Vol. 28 Issue 24, p26 

    The article focuses on challenges and opportunities presented by Millennials to community banks. Topics discussed include limitations of community banks to cater to Millennials' demand for products related to student loans and auto loans, the secret behind TD Bank's good record of retaining...

  • Pay for everything with Debit MasterCard.  // Caribbean Business;8/27/2009, Vol. 37 Issue 34, p46 

    The article reports on the advertising campaign for MasterCard International Inc.'s Debit MasterCard to educate consumers about its benefits. It highlights that the campaign has created a fake advertisements of different product categories and made it looked as if it is an advertisements for the...

  • Fifth Third Targets Young and Underemployed in Marketing Campaign. Wisniewski, Mary // American Banker;6/18/2015, Vol. 180 Issue 94, p0 

    The article discuses developments in the operation of Fifth Third Bank as of June 2015, particularly its marketing campaign that focuses on the young and underemployed Americans. Under the bank's "Brand of You" campaign, it will award 1,000 job coaching scholarships for deserving young...

  • BOOST IN ONLINE CHECKING REASON TO CHEER AT WAMU.  // Brandweek;6/2/2008, Vol. 49 Issue 22, p8 

    The article presents a case study of an advertising campaign which was developed by TBWA/Chiat/Day for Washington Mutual in an effort to promote the bank's services, and in particular, to promote its online checking service. A discussion of the success of the campaign, which attracted 145,501...

  • SIMMONS SAYS, CHARGE IT TO ME. Allers, Kimberly L. // Fortune;6/16/2003, Vol. 147 Issue 12, p30 

    Focuses on the commercial ventures of hip-hop musician Russell Simmons. Career background on Simmons, who co-founded Def Jam Records and started Phat Farm clothing; Simmons' introduction of a Visa debit card; Marketing campaign; How the card is the first product from a joint venture between...

  • A&P Scraps EDLP Project. SPRINGER, JON // Supermarket News Exclusive Insight;8/ 4/2011, p12 

    The article reports on the decision of Great Atlantic & Pacific Tea Co. (A&P) to end its Lower Price Project program due to its failure to gain customers' attention. The program was launched in March 2010 which offers lower everyday prices on 10,000 items with an advertising campaign featuring...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics