Toshiba Consumer Incentive Program

Citi Prepaid Card solution builds brand awareness and increases operational efficiencies.

The Challenge

As part of their marketing strategy, Toshiba Australia runs ongoing cashback promotions which are fulfilled via check and money order payments. However it was costly and time consuming for the company to manage this paper-based process. There was also an additional administrative burden due to local regulations that required unpresented checks to be monitored for up to seven years. Toshiba wanted an electronic payment alternative that did not require customers to provide bank account details, while at the same time improving customer service and operational efficiency.

The Solution

Citi® Prepaid Services worked with Toshiba to implement a prepaid card program that eliminated the need for cumbersome, inefficient paper cheques and money orders.

Following the purchase of a product that is eligible for cashback, the customer fills out an online application which is then validated by Toshiba. A file is sent to Citi, who then fulfills the rebate by issuing a personalized, co-branded prepaid gift card to the customer in approximately seven days. The customer can use Toshiba Prepaid card at millions of MasterCard retail and online merchants globally.

A dedicated website serves as a one stop resource where customers can learn more about the card as well as check their balances and transaction history. This has dramatically reduced the number of queries from customers wanting to know the status of their rebate. Toshiba can also leverage the website to cross-sell other products, potentially driving the cashback funds back to the company.

With an electronic payment solution, Toshiba receives aggregated reports enabling them to further improve the management of their cashback promotions. The elimination of paper-based flows also means that customers no longer need to provide bank account details to receive their rebates, and this reduces the scope of fraud.

The Result

The Citi Prepaid Card solution enabled Toshiba Australia to significantly improve the marketing and administration of their cashback rebate promotions. The company now has a cost effective, highly efficient platform that offers greater transparency, better control, and faster delivery of rebates to customers. Toshiba also benefits from being able to outsource much of its cashback program administration to Citi, saving valuable time and money.

From a marketing perspective, the biggest success in moving from paper to an electronic solution has been the opportunity to build brand awareness and enhance the customer experience. Citi and Toshiba worked closely on the prepaid card design, ensuring that Toshiba's brand was incorporated prominently onto the card. Now, when customers use the personalised Toshiba Prepaid Cards to spend their cashback funds, there is a strong brand association with the company. And that brand awareness is extended for as long as the customer utilizes the card.

Perhaps the clearest indication of the success of the Toshiba Prepaid Card solution is the fact that Toshiba Australia is already on its third prepaid card promotion and is now being utilized in other segments of the business. The company has also expanded the use of its prepaid cards, providing retailers with a reseller rebate program.

For more information about Citi's Global Transaction Services, please visit www.transactionservices.citi.com.