In the Russian market — epidemic of cards with the similar offer: offer clients up to 20% of return of means from purchases of the Photo: depositphotos.com Even more often banks, advertizing the services, offer the Cashback cards. At the same time figures become all zamanchivy — in certain cases promise clients return of 20% and more upon certain purchases. Whether really it is possible to return such high percent of the spent means and in what benefit of banks from programs of a cashback? Money in pure form returns banks seldom. Generally charge bonuses or points, for example of 30% of purchase, and these points can be used for payment of other purchase. But, as a rule, there are restrictions, for example the size of a share which can be paid with points. If to speak about an indicator of pure benefit — a difference between the received cashback and all expenses on service of the card, then it is absolutely small. Besides in a year I have also decreased. The research Frank Research Group testifies to it ("Bank the loyalty program"). It has captured 131 loyalty program of 28 banks, the advisor to director general of Frank RG Dmitry Tarasov says: Dmitry Tarasov the advisor to director general of Frank RG "A monetary cashback which is charged into the card account, really very small, most often is less than 1%. From 0,4% I have decreased to 0,23%. But it is calculated for the Moscow region, for families with average income which the most part of the income — 50-70% — spend for clothes and food. In that case if volumes of expenditure also their structure slightly another is more, then the benefit can be more, but all the same maximum benefit which could be received last year on a monetary cashback was at the level of 2,5%, and this year became 1,82% - it is for bonus clients with large sums of expenditure and with structure of expenditure which is more favorable for receiving the raised cashback". Calculation approximately such: if the monthly turnover of the card of the client — 25 thousand, then in a year a cashback makes 8 thousand rubles, these are 2,66%. From here it is necessary to subtract the service cost, a payment for SMS informing and other expenses. Banks use the loyalty program to stimulate non-cash transactions of cards. The economy of a question was explained in Business FM interview by the vice chairman of the board of VTB Anatoly Pechatnikov:anatoly Pechatnikov the vice chairman of the board of VTB "For us the main enemy is cash because if the person gets paid and right there goes to the ATM, removes her, for me as for bank which serves the salary client it is one expense. I should install the ATM, it is necessary to pay for rent of the place, to pay a communication channel and, the most important, I should pay constant collection of this ATM, it is necessary to fill up his all the time. These are very heavy expenses for me. And so, I seek not to incur these expenses, and to stimulate people the salary to spend in a non-cash look, using the plastic card for payment of goods and services. It turns out that it is much more favorable to me as to credit institution — such
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