May 29, 2006

A crowd of cards caught copycating, doing their best to look exactly alike

I ran into this comical scene the other day at Karachi airport, just past duty free. All of these cards offer access to the same CIP lounge. Talk about lack of differentiation.

One bank must have been the first to offer this benefit to cardholders. Then all the others must have immediately jumped in to offer the same thing. Do customers remember which bank was first? Do they care?

Old fashioned payment card promotions are just too easy to copy.

Come to think of it, since all banks are involved here, why isn't this simply a MasterCard or Visa promotion? Perhaps one of the associations would have been better positioned to get an exclusive deal, as opposed to each bank providing exactly the same benefit.

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