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For the year of the big banks refused direct calculation rubles as of kesbeke for spending on the card — instead, customers are awarded points. RBC surveyed the 12 largest retail banks and studied their deals: loyalty programmes four banks you can get cashback in rubles. A year ago there were six of them, from the data Frank RG for July 2018.
Who and how calculates cashback
For the year changes in the loyalty program of the three state-owned banks — VTB, "Otkrytie" and PSB. May 20, VTB Bank has changed the conditions of the loyalty program and instead direct calculation rubles introduced bonuses. In order to use it, customers have to install on the phone for more app "VTB Loyalty" or go to its website where they will accumulate points. The bonuses can be converted at the rate of 1 point = 1 RUB, as well as to spend on products or services in a special directory. "The Bank did it for the convenience and expansion of the use of kesbeke," — said RBC in the press service of the Bank. Bank "Opening" and Promsvyazbank has canceled the release of cards for which a percentage of the amount spent back in rubles, reported their representatives. Now in their product line only cards with bonus kasbekar. It is a "Smart Card" Bank "Opening" that is not available from 1 November, and the All Inclusive card, which PSB has ceased to issue from October 2018. In both cases, holders of these cards available to their restart. Mail the Bank, on the contrary, added to the bonus accrual rubles: at the beginning of 2019, he published a map of "Vezdekhod" with the ruble kasbekar, the Bank had previously accrued only points. Others encourage its clients with bonuses that can be converted to real money or to spend on special items. Of the largest banks of cashback in the form of bonuses also accrue Raiffeisenbank, Moscow credit Bank and Sovcombank: these credit institutions allow you to convert points into rubles, said in their press services. Sberbank and Rosselkhozbank are also bonuses, but they are not exchanged for real money, they can spend only on special categories of goods or services, to the conditions of the loyalty program on the websites of the banks. The exception is the highest level of the program "Thank you from Sberbank", which reached the customers can exchange the points at the rate of 1 point = 50 kopecks., but not more than 10 thousand bonus per month. Alfa-Bank, Gazprombank and Tinkoff Bank, as before, provide cashback as in rubles, and in points or miles depending on the card. The representatives of Gazprombank and Tinkoff Bank have said that they do not consider the ability to replace the refund in rubles for bonuses.
Why do banks refuse rubles
Banks take this step for several reasons, says project Manager Frank RG Anna Stognienko. Rubles for banks are direct costs, while bonuses can be converted into money in full: some of them can burn, part customers can spend on internal services. In addition, the service transfer bonuses in rubles stands for banks an additional channel of communication with the client, through which you can offer Bank products, adds Stognienko.
the Direct benefit of cashback banks does not, it is an investment in customer loyalty, the Vice-President, Director of products and technology Mail Bank Grigory Babadzhanyan. "Banks are, in fact, share part of their income from card holders, sometimes involving co-financing of trade organizations who are willing to pay higher cashback for an increase in their turnover and new customers," — explains the banker.
loyalty Programs are expensive, and banks are looking to reduce the price of them, explained senior Manager of risk management Department of "Deloitte" in the CIS Sergei Grishunin: "Human nature is such that bonuses are rarely converted into rubles, many customers keep them in stock". For banks extremely profitable exchange of bonuses for goods, he adds — in this case the actual expenses on bonus the sellers are within their marketing budgets.
the loyalty Program will evolve depending on the structure of the customer base, I'm sure Stognienko. For example, direct charging can remain "in the case of high spending on cards as an additional promotion, that is, the service becomes popular, and privileged," she predicts.
How banks charge cashback earn it
by kasbekar clients often use maps thus generated income at the expense of interchange (an interchange fee which is paid to the acquiring Bank of the credit institution that issued the card. — RBC) is a part of this fee is spent on kesbeke, explains CEO Frank RG Yuri Gribanov. Typically, loyalty programs involve the higher UPS in one of the categories (car, restaurants, travel, etc.) at the level of 5-10% of operations for all other non-cash transactions accrued bonuses — an average of 1%, says Director of business development "BCS Premier" Anton Grabarov.
the banks Have several sources of income, which they receive through loyalty programs, like the development Director of payment solutions of "Motor" Zaur of Besolov. First, the Commission interchange: the higher the status of the card, the higher the amount of Commission that can reach up to 2% (the Bank spends on cashback only 0.5–1%).
the Second option is a Commission from the partners who are involved in the loyalty program, says the expert. They are willing to pay the Bank for what he will bring to them a large number of buyers. Partners are both producers and trade network. The Commission paid by the manufacturers, can reach 15% of the value of the goods. Tariff for retail networks varies at the level of 5-10%.
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