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Exclusive Promotions
Exclusive promotions programs also provide excellent promotional opportunities for merchants. In this type of promotion, cardholders have access to a number of benefits that have been specially designed for them.
In Central America and the Caribbean, a promotion was launched in association with a wholesale club that sells merchandise exclusively to its members, such as Sam's, Costco or PriceSmart. During the promotion, Visa cardholders got to shop at the merchant's locations without paying member dues, and benefited from exclusive offers and discounts during a limited time.
The merchant benefited enormously from this opportunity to bring its value proposal and concept to a number of Visa cardholders who otherwise would have never explored the possibility to become members so they could routinely shop at the club. These Visa cardholders had the purchasing power the merchant was looking for. The promotion was developed at 22 stores in 9 countries, with resounding success.
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