Works Strategy to Expand Card Payment Volume at Member Stores for Credit Card Company B

Background

For many years, Company B had been running promotional measures to expand transaction volume at restaurants in cooperation with an advertising agency and a service company for restaurants. However, consumer behavior changed, and as the measures failed to produce the expected results, the need arose for a fundamental change in strategic direction, so we were commissioned through the advertising agency.

What We Did

Based on interviews and the given requirements, we first focused on and examined the gap between the facts and the ideal in the current issues. We considered the mindset of each of the three parties—cardholders, restaurant owners and the card company—and devised strategies fitting the factors in each party's position. Cardholders want benefits such as getting a good deal, while restaurant owners are more concerned with avoiding risk at the time of the visit than at the time of payment. Incorporating measures that match these essential benefits into Company A's transaction volume expansion strategy, we proposed service development, development of the card company's sales scheme, and a promotion strategy.

Implementation Flow

Documents Prepared (Excerpts)

01. Research & Analysis

◯ Interviews, analysis of the gap between facts and the ideal, identification of essential issues
◯ Target analysis (analysis from the perspectives of time and motivation)

02. Basic Strategy Design

◯ Setting hypotheses for strategic direction (creating mindset, benefits and facts)
◯ Setting the basic strategy and planning measures according to each company's role (e.g., new service development at Company A)

03. Planning the Promotion Strategy