By Ashwin Manikandan & Bhavya Dilipkumar
Mumbai: Excessive-street banks are more and more tying up with unicorns akin to Flipkart, Ola and Paytm to experience on the recognition of cashback presents to extend their bank card base, and leverage knowledge footprints left by clients on these digital platforms to smoothen their underwriting processes.
For digital companies, these cobranded bank cards providing cashbacks assist enhance buyer ‘stickiness’ or loyalty to their model, trade insiders mentioned.
Axis Financial institution and ecommerce main Flipkart on Thursday turned the most recent entrants to the cobranded bank card membership. State Financial institution of India and Citibank have introduced out cobranded bank cards with cab aggregators Ola and funds main Paytm, respectively, during the last two months. ICICI Financial institution and ecommerce big Amazon had launched an analogous product final yr. All these playing cards include unique cashback advantages. The Axis-Flipkart card, for instance, offers 5% cashback on all purchases from the ecommerce platform, whereas the SBI-Ola card presents 6% cashback to clients on Ola spends.
“Such presents assist manufacturers keep buyer loyalty whereas serving to banks attain out to tens of millions of potential clients without delay,” mentioned Hardyal Prasad, managing director at SBI Playing cards. “The underwriting and danger evaluation mandate is with the banks and with this we are able to make sure the issuance of the cardboard to the credit score worthy clients,” he advised ET. For the ecommerce gamers akin to Flipkart and Amazon, which had been slowed down by authorities tips deterring overseas investment-backed ecommerce gamers from giving deep reductions to clients to advertise native Indian retailers, cashback presents by way of cobranded playing cards might assist retain buyer transaction volumes.
Nonetheless, stakeholders say the cashback mannequin is totally different from reductions as it’s a value-added service fairly than a direct worth incentive. “It’s extra like redeeming miles on an airways card,” mentioned Sanjeev Moghe, head of playing cards and funds at Axis Financial institution. “Not one of the guidelines are being flouted as these cashbacks are underneath the account of the financial institution and never the cobrand (Flipkart).”
Whereas the idea of cobranded bank cards isn’t new, earlier such partnerships had been dominated by airways and lodge chains. However now banks actively seeking to broaden their bank card base to develop their retail books have discovered an ideal foil in digital platforms that decision for digital cash. “Via this partnership we’re aiming to focus on new-tocredit clients as we see an enormous alternative there,” Amitabh Chaudary, MD at Axis Financial institution, mentioned after the launch of its cobranded bank card with Flipkart. As per newest RBI knowledge, solely 48.9 million bank cards had been in circulation in Might 2019 towards practically 824.9 million debit playing cards.
“Of our deposit base we’ve carded practically 19% of our clients and about 55% of those had been to first-time card customers,” Chaudary mentioned.
The working dynamic of those tieups is such that the non-bank digital aggregators use their platforms akin to cell functions and web sites, which obtain tens of millions of customer-visits on daily basis, as a stay advertising and utility interface whereas additionally taking good care of distribution.
The banks, on their half, handle the processing prices and valueadded service bills akin to cashbacks. The underwriting of the playing cards is completed by banks’ analytics engine, which, other than utilizing bureau scores, additionally makes use of different knowledge metrics.