One of the nation's leading credit card issuers was experiencing declining response rates due to frequent mailings to a relatively stagnant list within an increasingly competitive "prime" marketplace. The company needed to identify the right product for their target audience to expand their marketable universe.

The Kessler Group took a multi-step strategic approach that began with consumer research. This research indicated a growing preference for a cash back rewards product over other types of rewards offers. We then conducted both qualitative and quantitative research to develop an optimum cash rewards product offering that best resonated with consumers. After conducting multiple test mailings, The Kessler Group's analytics team mined the demographic and transactional data to identify which audience segments would best respond to this new product offering.

By shifting from a product-based strategy to a customer-based strategy, The Kessler Group enabled the credit card company to expand its marketable universe by 20%.