Barclaycards Planning to Change

September 20, 2008

Barclaycard are seeing a change in strategy with the decision to keep the Goldfish brand and by doing this six months after taking the business over when they were strong indications that the Goldfish brand would be scrapped.

What we are now seeing are credit cards which will be rebranded as Barclaycard Goldfish and the Barclays owned card going back to the loyalty points market.  Previously Barclays were associated with the Nectar scheme which is managed by the Loyalty Management Group whose partnets included Sainsburys supermarkets but this deal didn’t really fit in with the plans that Barclays had.

The £ 35 million takeover of Discover Financial Services will see Barclays taking over the upmarket i24 card which will now be known as Barclaycard i124, then on the other hand Morgan Stanley also but this product is due to be scrapped.

Gary Twelvetree, Barclaycard Chief Marketing Officer for UK Cards says ” This is a return for Barclaycard to rewards, which we’d moved away from when we left Nectar, however, the market has changed in that time and customers are expecting more from their credit cards, not just 0% offers. That’s a good thing for the market.”

What this all means is that Barclaycard will now have nine card programmes under their masterbrand, some of which are Barclaycard Football card, the first “Green” card Barclaycard Breathe and Barclaycard OnePulse.  One observer says “Over the past two years we have seen Barclaycard defining and strengthening its portfolio, but off the back of the iconic Barclaycard brand.”

In the near future we are likely to see a review of Barclaycard’s advertising strategy by seeing the currect campaign being scrapped in order to enhance their growing international ambitions by taking a new fresh approach to market their products.

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