The Untapped Loyalty Power of Non-Prime Co-Brand Cards

Retail Dive, in collaboration with Concora Credit, today published a thought-provoking article exploring the overlooked potential of non-prime co-branded credit card programs, a timely strategy in today’s cautious consumer climate.

As retailers face declining spend and lower average order values, the article argues that traditional loyalty and co-brand card programs may be missing a trick. Most current offerings are designed for prime consumers, those with credit scores above 660, while a large pool of high-intent, loyal customers with non-prime credit are frequently declined, leaving value on the table for brands.

Concora Credit outlines how including non-prime consumers in co-brand programs not only enhances customer retention, but also drives frequency and value. Data shows that co-brand cardholders, regardless of credit tier, make purchases twice as often as loyalty-only customers. By offering accessible, inclusive credit options, brands can significantly deepen engagement and unlock incremental revenue.

Crucially, these programs are complementary to prime card strategies. Non-prime cardholders can progress into prime status over time, effectively creating a ladder of loyalty that aligns with customers’ financial journeys.

As Concora Credit notes, “Loyalty can’t just be for the top tier. Real growth comes from serving the full spectrum of your customer base.”

The article serves as a call to action for retailers to rethink financial inclusivity, not as a compliance issue, but as a powerful lever for brand loyalty and growth.

🔗 https://www.retaildive.com/spons/the-loyalty-power-of-non-prime-co-brand-in-a-cautious-consumer-environment/753649/