Retailer Financial Services in Eastern and South-Eastern Europe : Market Research Report

Retailer Financial Services in Eastern and South-Eastern Europe

Published: Nov. 1, 2009 - 170 Pages

0.0 EXECUTIVE SUMMARY: The research is based on a survey of 660 major retail brands across ten countries; A significant proportion of retail chains in Greece and Bulgaria offer their own payment cards…; … with high penetration among fuel retailers largely due to widespread provision of fuel cards; Over a third of retailer payment card initiatives are classifiable as private label programs; Captive card issuers are particularly widespread in the successor states of the former Yugoslavia; Most proprietary retailer loyalty cards have not yet been converted into payment cards…; … although payment cards based around coalition loyalty schemes are highly popular in Turkey; The provision of point-of-sale consumer finance is concentrated primarily in certain retail sectors; Few genuine captive or joint venture retailer banking subsidiaries exist in the region; Retailer involvement in the distribution of mainstream insurance policies remains limited; The global recession has severely affected retail sales in the region…; … but retailer payment cards should be an area of growth as economies recover; In most countries, the potential of coalition loyalty schemes is largely untapped…; …while the expansion of international retailers creates room for new partnerships; Rationale; Retailer financial services can be broken down between ‘traditional’ and ‘non-traditional’ services; Retailers can take advantage of changes in consumer finance and payment card markets; Consolidation among conventional banks provides justification for the entry of retailer banks; The evolution of the retailing market itself is also favourable to the integration of financial services
1.0 INTRODUCTION: Methodology; Finaccord’s research covers 660 major retail brands across Eastern and South-Eastern Europe; Product definitions; Coverage of payment cards includes credit, deferred debit, debit and rechargeable pre-paid cards; Proprietary and coalition loyalty programs are present in a variety of different formats; The involvement of retail chains in the distribution of consumer credit is also considered…; … as is their activity as distributors of mainstream consumer insurance products; Finaccord
2.0 REGIONAL OVERVIEW: Introduction; Retailer payment cards; Retailers in Greece and Romania are most likely to have launched their own payment card; About two thirds of major fuel retailing chains have introduced their own payment card; Most fuel retailers in the region continue to focus on offering traditional fuel cards only; Most retailer payment cards in Eastern and South-Eastern Europe are credit cards; Most retailers operate payment cards either through captive entities or a single, external partner; Almost a quarter of retailer payment cards in the region are linked to the Visa network; In a few countries, a proportion of retailer cards carry the American Express or Diners Club brands; Among the issuers there are no clear market leaders across Eastern and South-Eastern Europe; Proprietary retailer loyalty programs; In relative terms, proprietary loyalty schemes are most widespread in Ukraine and Bulgaria; Proprietary loyalty programs are most widespread among fuel, DIY and cash and carry retailers; Most proprietary loyalty schemes are linked to a card with no payment function; Coalition loyalty programs; Retailer participation is widespread in Turkey and also developing strongly in Romania; Online and home shopping entities are the least likely to take part in coalition loyalty schemes; Consumer finance / personal loans; The widespread use of credit cards limits classic point-of-sale finance in some territories; Consumer loans are often available for purchases at electronics and DIY retailers; Examples of joint venture or captive finance providers are visible only in Romania and Russia; Banking products; Retailer involvement in mainstream banking is apparent only in Russia; Captives and joint ventures; Captive retailer finance arms are not especially numerous in Eastern and South-Eastern Europe; Insurance; In most countries, the concept of selling insurance through retailers has not been explored; International remittance services; Major retailers in three countries make international remittance services available; There are around 21.36 million international migrants in Eastern and South-Eastern Europe…; … generating international remittance outflows worth in excess of US$20 billion…; … with the value of outflows per international migrant highest in Romania; The evidence of consumer research in Germany and the UK; Supermarkets and other retailers are influential in Germany for certain financial products…; … most notably personal loans / consumer finance and credit cards…; … although there is little evidence to suggest that consumers will use them to buy insurance; In contrast, retail brands are significant for various types of insurance in the UK…; … with their distribution share apparently highest for pet insurance
3.0 BOSNIA-HERZEGOVINA: Introduction; Retailer payment cards; The only retailer payment cards in Bosnia-Herzegovina are restricted to the fuel sector; Proprietary retailer loyalty programs; Proprietary retailer loyalty schemes are comparatively rare in Bosnia-Herzegovina; Coalition loyalty programs; Mercator also operates its coalition loyalty scheme in Bosnia-Herzegovina; Consumer finance / personal loans; A comparatively large number of Bosnian retailers provide customers with access to finance…; … either through point-of-sale loans or through credit facilities linked to payment cards; Three banking groups account for around 60% of the country’s retail banking sector; Banking products / insurance; International remittance services
4.0 BULGARIA: Introduction; Retailer payment cards; In Bulgaria, retailer payment cards manifest themselves most commonly as fuel cards…; … although several retail brands have launched co-branded products; Proprietary retailer loyalty programs; Bulgarian retailers frequently offer their own loyalty programs; Coalition loyalty programs; Consumer finance / personal loans; Bulgarian retailers organise point-of-sale finance in conjunction with one or more external partners; BNP Paribas Personal Finance bolstered its position by acquiring JetFinance in November 2007; Eurobank EFG’s Bulgarian subsidiary has seen rapid growth in retailer finance volumes; UniCredit Bulbank’s non-mortgage consumer loan portfolio reached BGN 938 million in 2008; Banking products / insurance; International remittance services
5.0 CROATIA: Introduction; Retailer payment cards; Retailer payment cards are most widespread among fuel retailing brands and supermarkets; Diners Club Adriatic is a key player in Croatia with around 450,000 credit cards issued; Proprietary retailer loyalty programs; Cards both with and without a payment function apply in the case of BILLA and Konzum; Coalition loyalty programs; Mercator’s Pika loyalty scheme is classifiable as a coalition loyalty program; Consumer finance / personal loans; Most of the Croatian retailers offering consumer loans work with a single, external provider; Zagrebaèka Banka made HRK 56.9 billion in consumer loans available in 2008; Banking products / insurance; International remittance services
6.0 GREECE: Introduction; Retailer payment cards; Over one third of major Greek retail chains surveyed have launched their own payment card…; … with Alpha Bank and Citibank having secured the highest number of relationships thus far…; … and with most of the cards identified carrying the Visa logo; Alpha Bank’s credit card turnover and balances have been growing rapidly; Emporiki Credicom has introduced two high-profile co-branded retailer cards in recent years; Millennium Bank’s consumer credit operations have been growing more slowly; National Bank of Greece issued over a quarter of a million new credit cards during 2008; Credit card balances account for a relatively small percentage of Pro Bank’s total loan portfolio; Proprietary retailer loyalty programs; Proprietary loyalty programs are comparatively widespread among major Greek retailers; Coalition loyalty programs; Consumer finance / personal loans; National Bank of Greece has established several key partnerships with major retail brands…; … although it faces some competition from other providers of point-of-sale finance; Banking products / insurance; Internatonal remittance services; Three major retailers in Greece offer international remittance services to their customers
6.0 ROMANIA: Introduction; Retailer payment cards; Retailer payment cards in Romania are oriented to cards with a credit or deferred debit function; BRD Finance and Cetelem are used most commonly in the context of retailer payment cards; The Romanian arm of Cetelem saw its loan book expand by more than one third during 2008; Banca Transilvania is the most prolific issuer of Visa-branded payment cards in Romania; By October 2009, GarantiBank’s Bonus Card scheme had acquired 70,000 individual members; In addition to teaming up Metro, UniCredit Tiriac is also the issuer used by Miles & More; Proprietary retailer loyalty programs; Almost one third of major retail brands in Romania operate their own loyalty schemes; Coalition loyalty programs; Coalition loyalty schemes play a relatively significant role in Romania’s retail sector; When introduced in 2007, Bonus Card was a unique product in the Romanian market; CardAvantaj is available as a credit card in both MasterCard and Visa versions; Euroline and Punct Card are Romania’s other coalition loyalty schemes; Consumer finance / personal loans; Point-of-sale finance is usually organised in conjunction with a single, external lending firm; Since entering Romania in 2004, BRD Finance has become a leader in this market; At least one finance provider has experienced a sharp rise in customer defaults during 2009; Raiffeisen Bank’s loan sales through strategic distribution partners doubled in 2008; Banking products; Insurance; Carrefour re-enters the insurance arena by means of a distribution tie with OttoBroker; One major retailer offers international remittance services in cooperation with MoneyGram; International remittance services; One major retailer offers international remittance services in cooperation with MoneyGram……
6.0 RUSSIA: Introduction; Retailer payment cards; Only a relatively small proportion of Russian retailers have launched their own payment cards…; … with relationships spread thinly among several external issuers; Citibank has introduced co-branded cards in leage with several high profile partners in Russia; Credit Europe Bank claims to be among the top 25 banks in terms of customer lending volumes; As a result of nationwide expansion, Raiffeisen Bank’s credit card portfolio grew by 90% in 2008; Russian Standard Bank is the leading issuer of credit cards in Russia; Proprietary retailer loyalty programs; Proprietary loyalty programs are comparatively widespread among major retail chains in Russia; Coalition loyalty programs; Coalition loyalty programs have not penetrated the Russian market to any significant degree; Malina started as a loyalty card with no payment function but is now also available as a credit card ...; Consumer finance / personal loans; A variety of operating models are used for the provision of point-of-sale finance in Russia; Alfa Bank and Credit Europe Bank are the leaders in terms of the outright number of retailer deals; Russian Standard Bank claims to control over 30% of the point-of-sale loan market; Alfa Bank’s preference is for advancing relatively small, short-term loans to consumers…; … an approach to which Home Credit and Finance Bank also adheres; Renaissance Credit has relaunched its point-of-sale finance activity through a deal with Svaznoy; Banking products; Sedmoi Continent has reduced its ownership in Finservice Bank since its launch in 2006; Insurance; Several insurance marketing initiatives are visible among major Russian retail brands; International remittance services
9.0 SERBIA: Introduction; Retailer payment cards; Most retailer payment cards in Serbia are issued through captive entities…; … although both Alpha Bank and Crédit Agricole have established retailer partnerships; Proprietary retailer loyalty programs; Most proprietary loyalty schemes have been linked to a corresponding retailer payment card; Coalition loyalty programs; Consumer finance / personal loans; A variety of lending institutions are involved in the Serbian market for point-of-sale finance; Banca Intesa’s total retail loans outstanding reached €500 million in Serbia by the end of 2008; Findomestic’s Serbian business recorded a pre-tex loss during the first nine months of 2009; Hypo Alpe Adria has been reducing its exposure to consumer loans in Serbia; Raiffeisen’s WEB loan product registered more than 20,000 approvals during 2008; Other competitors include Komercijalna Banka, Société Générale and Vojvoðanska Banka; Banking products / insurance; International remittance services
10.0 SLOVENIA: Introduction; Retailer payment cards; Most Slovenian retailers promoting their own payment cards opt for credit or deferred debit cards; Two co-branded credit cards carry the Diners Club payment marque; Proprietary retailer loyalty programs; MOL and Petrol have both linked their loyalty scheme to a corresponding payment card; Coalition loyalty programs; At least two external retail brands have linked themselves to Mercator’s Pika loyalty program; Consumer finance / personal loans; Point-of-sale finance in Slovenia attracts a relatively high number of aspiring providers…; … although Nova Ljubljanska Banka is the clear market leader…; … and other competitors are comparatively small in terms of their retail lending volumes; Banking products / insurance; International remittance services
11.0 TURKEY: Introduction; Retailer payment cards; A comparatively small proportion of Turkish retailers offer their own co-branded or store cards; Akbank, GarantiBank, Halkbank and Yapi Kredi all possess at least one exclusive relationship; GarantiBank is the most prolific issuer of credit cards in Turkey in terms of cards in circulation; Turkey’s credit card sector is growing rapidly but with high default rates in some cases; Proprietary retailer loyalty programs; Only a small proportion of retail chains in Turkey have launched their own loyalty schemes…; Coalition loyalty programs; … precisely as a result of their widespread participation in coalition loyalty programs; 4.5 million payment cardholders participated in Akbank’s Axess program in 2009; Consumer finance / personal loans; The ubiquity of credit cards restricts opportunities for classic point-of-sale finance in Turkey; … although there are several competitors seeking to expand into this fragmented market; Banking products / insurance; International remittance services
12.0 UKRAINE: Introduction; Retailer payment cards; More than one in five major Ukrainian retailers offer their own retailer payment cards; Rodovid Bank has established itself as a significant player in the area of retailer cards…; … although other banking institutions in Ukraine have also launched initiatives in this market… ..; … including Pivdennyi Bank, whose presence is concentrated in the south of the country…; … and Raiffeisen Bank Aval which is ranked third in terms of total payment cards issued; Proprietary retailer loyalty programs; Proprietary loyalty schemes are widespread among major retail brands in Ukraine; Coalition loyalty programs; Consumer finance / personal loans; The distribution of consumer finance through retailers is not yet widespread in Ukraine; Ukrainian banks suffered in 2009 as non-performing loans accounted for 30% of lending; The country’s largest ten banks account for only around 50% of total banking assets; Banking products / insurance; International remittance services
GRAPHICS / TABLES: Major retailers covered by the research segmented by category and by country; % of major retailers in Eastern and South-Eastern Europe offering payment cards split by country, 2009 / 2010; % of major retailers in Eastern and South-Eastern Europe offering payment cards split by category of retailer, 2009 / 2010; % split of fuel retailers in Eastern and South-Eastern Europe that have developed co-branded consumeroriented; payment cards in addition to fuel cards, 2009 / 2010; % split of payment cards offered by major retailers in Eastern and South-Eastern Europe by type and country,2009 / 2010; % split of payment cards offered by major retailers in Eastern and South-Eastern Europe by type and country,2009 / 2010 (data); % split of payment cards offered by major retailers in Eastern and South-Eastern Europe by operating model and country, 2009 / 2010; % split of payment cards offered by major retailers in Eastern and South-Eastern Europe by operating model and country, 2009 / 2010 (data); % split of payment cards offered by major retailers in Eastern and South-Eastern Europe by network / marque, 2009 / 2010; % split of payment cards offered by major retailers by network / marque and country, 2009 / 2010; % split of payment cards offered by major retailers by network / marque and country in Eastern and South- Eastern Europe, 2009 / 2010 (data); Influence of issuers owned or controlled by Alpha Bank, BNP Paribas, Citigroup, Raiffeisen International and Société Générale on payment cards offered by major retailers in Eastern and South-Eastern Europe, 2009 / 2010; % of major retailers in Eastern and South-Eastern Europe offering proprietary loyalty programs split by country,; 2009 / 2010; % of major retailers in Eastern and South-Eastern Europe offering proprietary loyalty programs split by category of retailer, 2009 / 2010; % split of proprietary loyalty programs offered by major retailers in Eastern and South-Eastern Europe according to whether they are linked to a payment card and / or a card with no payment function or are not linked to any kind of card by country, 2009 / 2010; % split of proprietary loyalty programs offered by major retailers in Eastern and South-Eastern Europe according; to whether they are linked to a payment card and / or a card with no payment function or are not linked to any kind of card by country, 2009 / 2010 (data); % of major retailers in Eastern and South-Eastern Europe involved in coalition loyalty programs split by country, 2009 / 2010; % of major retailers in Eastern and South-Eastern Europe involved in coalition loyalty programs split by category; of retailer, 2009 / 2010; % of major retailers in Eastern and South-Eastern Europe offering consumer finance / personal loans split by; country, 2009 / 2010; % of major retailers in Eastern and South-Eastern Europe offering consumer finance / personal loans by; category of retailer, 2009 / 2010; % split of schemes for consumer finance / personal loans offered by major retailers in Eastern and South-Eastern; Europe by operating model and country, 2009 / 2010; % split of schemes for consumer finance / personal loans offered by major retailers in Eastern and South-Eastern; Europe by operating model and country, 2009 / 2010 (data); Major retailers in Eastern and South-Eastern Europ distributing banking products: operating models and partners, 2009 / 2010; Major retailers in Eastern and South-Eastern Europe with captive or joint venture finance arms, 2009 / 2010; Major retailers in Eastern and South-Eastern Europe distributing insurance products: operating models and partners, 2009 / 2010; Retailers in Northern and Central Europe offering international remittance services, 2009 / 2010 (data); Number of international migrants and percentage of population classified as international migrants in Eastern and South-Eastern Europe (data); International remittance outflows and inflows in Eastern and South-Eastern Europe, 2007 (data); International remittance outflows per migrant and inflows per capita in Eastern and South-Eastern Europe,; (data); % of consumers in Germany acquiring financial services through supermarkets and all other types of retailer; combined, 2008 and previous years compared (data); % of consumers in the UK acquiring financial services through supermarkets and all other types of retailer combined, 2007 and previous years compared (data); Retailer payment cards in Bosnia-Herzegovina: provision rates, card types and operating models, 2009 / 2010; Retailer payment cards in Bosnia-Herzegovina: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Bosnia-Herzegovina: provision rates and program types, 2009 / 2010; Retailer involvement in coalition loyalty programs in Bosnia-Herzegovina: provision rates and program types, 2009 / 2010; Payment cards linked to coalition loyalty programs in Bosnia-Herzegovina: card types, operating models, and network and issuer shares, 2009 / 2010; Retailer provision of consumer finance / personal loans in Bosnia-Herzegovina: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Bulgaria: provision rates, card types and operating models, 2009 / 2010; Retailer payment cards in Bulgaria: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Bulgaria: provision rates and program types, 2009 / 2010; Retailer provision of consumer finance / personal loans in Bulgaria: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Croatia: provision rates, card types and operating models, 2009 / 2010; Retailer payment cards in Croatia: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Croatia: provision rates and program types, 2009 / 2010; Retailer involvement in coalition loyalty programs in Croatia: provision rates and program types, 2009 / 2010; Payment cards linked to coalition loyalty programs in Croatia: card types, operating models, and network and issuer shares, 2009 / 2010; Retailer provision of consumer finance / personal loans in Croatia: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Greece: provision rates, card types and operating models, 2009 / 2010; Retailer payment cards in Greece: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Greece: provision rates and program types, 2009 / 2010; Retailer provision of consumer finance / personal loans in Greece: provision rates, operating models and lender; market shares, 2009 / 2010; Retailer payment cards in Romania: provision rates, card types and operating models, 2009 /10; Retailer payment cards in Romania: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Romania: provision rates and program types, 2009 / 2010; Retailer involvement in coalition loyalty programs in Romania: provision rates and program types, 2009 / 2010; Payment cards linked to coalition loyalty programs in Romania: card types, operating models, and network and issuer shares, 2009 / 2010; Retailer provision of consumer finance / personal loans in Romania: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Russia: provision rates, card types and operating models, 2009 / 2010; Retailer payment cards in Russia: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Russia: provision rates and program types, 2009 / 2010; Retailer involvement in coalition loyalty programs in Russia: provision rates and program types, 2009 / 2010; Payment cards linked to coalition loyalty programs in Russia: card types, operating models, and network and issuer shares, 2009 / 2010; Retailer provision of consumer finance / personal loans in Russia: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Serbia: provision rates, card types, and operating models, 2009 / 2010; Retailer payment cards in Serbia: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Serbia: provision rates and program types, 2009 / 2010; Retailer provision of consumer finance / personal loans in Serbia: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Slovenia: provision rates, card types and operating models, 2009 / 2010; Retailer payment cards in Slovenia: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Slovenia: provision rates and program types, 2009 / 2010; Retailer involvement in coalition loyalty programs in Slovenia: provision rates and program types, 2009 / 2010; Payment cards linked to coalition loyalty programs in Slovenia: card types, operating models, and network and issuer shares, 2009 / 2010; Retailer provision of consumer finance / personal loans in Slovenia: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Turkey: provision rates, card types and operating models, 2009 / 2010; Retailer payment cards in Turkey: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Turkey: provision rates and program types, 2009 / 2010; Retailer involvement in coalition loyalty programs in Turkey: provision rates and program types, 2009 / 2010; Payment cards linked to coalition loyalty programs in Turkey: card types, operating models, and network and issuer shares, 2009 / 2010; Retailer provision of consumer finance / personal loans in Turkey: provision rates, operating models and lender market shares, 2009 / 2010; Retailer payment cards in Ukraine: provision rates, card types and operating models, 2009 /2010; Retailer payment cards in Ukraine: network and issuer shares, 2009 / 2010; Proprietary retailer loyalty programs in Ukraine: provision rates and program types, 2009 / 2010; Retailer provision of consumer finance / personal loans in Ukraine: provision rates, operating models and lendermarket shares, 2009 /

Abstract

Retailer Financial Services in Eastern and South-Eastern Europe is a report, based on a survey of 660 high profile retail brands in ten countries in Eastern and South-Eastern Europe, about the activity and partnerships of major retailers in areas of financial services including payment cards, consumer finance, retail banking and mainstream insurance policies, namely motor insurance, household insurance, accident insurance, dental insurance, other health insurance, travel insurance, pet insurance and life insurance. In addition, the study also covers proprietary and coalition loyalty schemes and international remittances. Countries covered are Bosnia-Herzegovina, Bulgaria, Croatia, Greece, Romania, Russia, Serbia, Slovenia, Turkey and Ukraine. In fact, the study provides a comprehensive and detailed overview of the market for retailer financial services across the ten countries in Eastern and South-Eastern Europe that goes far beyond the scope of previously published research. Moreover, the PartnerBASE™ database that accompanies the report details each of the many marketing initiatives for co-branded and store cards, proprietary and coalition loyalty programs, consumer finance, banking products, retailer insurance and international remittances traced by Finaccord. Other global regions covered in sister reports and associated databases are Northern and Central Europe, Southern and Western Europe, Asia Pacific and the Middle East, and North and Latin America. Key features of this report include: - comprehensive coverage of the involvement in financial services of 660 major retail brands in ten countries in Eastern and South-Eastern Europe; - investigation of over 200 schemes for retailer payment cards and point-of-sale finance: which finance providers are strong in which countries and with which retail chains do they collaborate? - identification of over 200 proprietary retailer loyalty programs including the split by country according to whether they are linked to a corresponding payment card or to a card with no payment function; - focus on the potential for introducing new coalition loyalty schemes or leveraging existing programs such as Bonus, CardAvantaj and Euroline in Romania, Malina in Russia, and Axess, Bonus and World in Turkey; - analysis of the potential for retail chains to follow their counterparts elsewhere in Europe by diversifying into the provision of mainstream banking or insurance products.

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2/15/2012 - 31

Retailer Financial Services in Eastern and South-Eastern Europe

Table of Contents

Abstract