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Tuesday, April 9, 2013

2:00 PM - 2:45 PM
Credit Card Marketing (R)evolution - From List Based to Customer Centric
John Vance, Senior Partner, WEST MONROE PARTNERS
Brian Workman, Senior Director and head of Existing Customer Marketing, BARCLAYCARD US

Today, credit card marketing revolves around traditional database approaches that involve a long and analytically intensive process of mass sending offers to customers. This process lacks an efficient way to track, tailor, or monitor those communications without a considerable amount of effort and labor intensive statistical analytics. The rise of the digital age has created a shift to a more real-time, customer-centric approach, which has caused marketers to rethink the way they do business. Building and sustaining relevance is indelibly linked to customer experience. The universal, constant connectivity that comes through the Internet, smartphones, and social media enables organizations to dialog with customers one-on-one, in real time. Add in location based services and the knowledge of customer behavior and history, and real customer intimacy is an achievable vision. And the prize is wallet share; being the customer's card of choice. A gap exists between today's environments of manually intensive, error-prone and push-based campaigns and the promised land of digital strategy, location-based offers, and cross-channel integration. In the end, the credit card companies that win" are the ones that are able to respond to customer needs and provide offers relevant to what the customer needs...right now."

2:50 PM - 3:35 PM
The Changing Psyche, Motivation and Purchase Patterns of the Post-Recession Consumer
Leslie McNamara, EVP, Partner Management, CITI RETAIL SERVICES

Citi has amassed more than two years of first hand data and experience in tracking where Americans shop, how they shop, how they’re paying for those purchases, and how the changing economy and payment trends are shaping future expenditures. Leslie McNamara, EVP Partner Management for Citi Retail Services, will provide a perspective on changing consumer attitudes and approaches to 2013 and beyond. Gain insight into the minds, wallets and shopping carts of today’s customers based on up-to-the-moment feedback and research.

3:50 PM - 4:35 PM
The Seismic Shift from Batch Mail to Realtime Online Credit Card Offers
Moderator: Eric Lindeen, Director of Marketing, ZOOT ENTERPRISES
Patrick McGuckin, Strategic Services Director, BARCLAYCARD US
Michael Misasi, Senior Analyst, MERCATOR ADVISORY GROUP
Randy Watson, VP, Global Client Services, ACXIOM

Online has recently overtaken batch mail as the primary channel for financial institutions' (FIs) credit card acquisition efforts. This seismic shift represents a huge opportunity for lenders who are able to capitalize on the realtime nature of today's customer interactions. This panel will focus on the importance for FIs to revitalize their credit card programs and adapt their acquisition strategies, processes, and technology to handle realtime online credit card applications. FI's online acquisition program needs to be dynamic, giving them the ability to quickly change their offers and customize them for each customer. There will be discussion around how low response rates from batch mail offers have influenced this shift. FIs will learn how they can optimize their online offers and their marketing for their credit card products, in order to stay ahead of their competition. Another important learning point that will come from this panel is the realtime infrastructure that is needed to acquire new customers from the online channel. This panel will offer the audience insight from industry leaders and recent research exploring this topic. The audience will come away from the panel with a better understanding of what their FI needs to do in order to gain a competitive advantage in the golden era of online credit card acquisition.

4:40 PM - 5:25 PM
Retailers Encroach on the Payments Landscape
Michelle Evans, Senior Analyst, Consumer Finance, EUROMONITOR INTERNATIONAL

This session explores the changing role of the retailer in the payments ecosystem and identify macro trends that are evolving the payment experience for consumers, merchants and card players.

The goal of this session is to educate the audience on the companies and technologies at the crossroads of payments and retailing. The session also will pinpoint the opportunities and challenges this evolving alliance could bring to merchants and card payment players and how they might leverage their ties to create opportunities in infrastructure development, loyalty programs and alternative payment methods.

The session will: - Examine the state of the card payment market and how the changing landscape, as well as outside factors, are providing opportunities for traditional retailers to move beyond their core product offerings and into consumer finance, including new payment methods. - Discuss the potential of retailers to become a major force in the payments space as a result of their ability to leverage this close consumer-merchant relationship. - Identify how retailers in markets, where regulation allows, are capitalizing on these close connections to consumers to challenge traditional banks by offering financial services, merchant-issued cards or launching mobile payment offerings of their own. - Highlight how new technologies, such as smartphones, tablets, plug-in payment devices, contactless chips, barcodes, Bluetooth, geolocation and the internet are rapidly evolving the way a consumer pays and serving as the catalyst for a revolution at the point of sale both in offline and online environments. - Discuss the importance for the retailer to maintain control of the consumer relationship and how some new payment concepts may force merchants to give up sole control of this information to third-parties entities, such as tech titans like Google, mobile network operators and mobile phone manufacturers, assuming these payment entrants gain a seat at the table. - Highlight those retailers, such as Starbucks Corp., that have been ahead of the curve with the changes that could revolutionize the way a consumer may pay in the future. - Offer an opportunity for questions and answers.