The March 2022 Aite-Novarica Group report on Co-Brand and Private-Label Credit Cards analyzes the evolving merchant card landscape, focusing on U.S. household credit trends, merchant-branded cards, and program benefits. It compares proprietary and nonproprietary offerings, detailing rewards, marketing strategies, instant issuance, and digital enablement. The study outlines issuer and merchant considerations such as brand fit, revenue share, target markets, and contractual requirements. It also examines key metrics, the competitive threat of BNPL, and major issuer programs, highlighting how these cards drive customer loyalty, sales growth, and deeper merchant-consumer relationships.

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