The deal applies to all Lloyds TSB MasterCard Gold or Platinum cardholders, offering discounts on brands including Hertz, John Lewis, Amazon and Lonely Planet. It aims to boost customer loyalty and increase card use.
Lloyds TSB's 400,000 MasterCard Gold and Platinum customers will automatically be eligible for the discounts. Inserts promoting the scheme will be included with their monthly statements.
If successful, the scheme is likely to be used to attract new business.
A Lloyds TSB spokesman said that although nothing had been agreed, the bank had not ruled out marketing to potential customers.
Premium Collection was set up after MasterCard analysed the spending habits of its premium cardholders. It established in which sectors they tended to spend and then tailored the scheme to match the habits of individual markets across Europe.
Lloyds TSB has been trialling the programme over the past four months by mailing offers across a variety of brands to selected customers.
The roll-out, from this month, is the first major project for Lloyds TSB's new head of card programmes Katrina Cliffe. "In the premium market, any offerings we make have to be distinct and carry tangible benefits for cardholders," she said.
Cliffe took up the role at the end of last year, replacing Mark Austin, who now markets Lloyds TSB's current accounts (Marketing, December 4 2003).
_1.jpg)
.jpg)
