Cards, too, are chosen to suit personal tastes ... Hyundai Card’s Alphabet Card tops 150,000 in three months

[Financial News] Rather than enjoying a range of benefits with a single credit card, consumers are increasingly using different cards for different spending categories. Hyundai Card’s Alphabet Card, launched with category-specific benefits in areas such as beauty, travel and dining, surpassed 150,000 cards issued in total just three months after its launch. Analysts say the strategy of tailoring card products to consumers’ tastes and spending purposes is paying off.
Hyundai Card said on the 21st that Alphabet Card, launched last July, offers straightforward benefits such as 10% discounts in each product’s specialized category. It uses letters—B for beauty and T for travel, for example—to make each product’s features easy to understand.
The brand strategy was also differentiated. Hyundai Card created a new typeface and card packaging, and removed its corporate identity (CI) from the front of the card, establishing a distinct identity that sets it apart from existing products.
Alphabet Card is drawing demand for additional cards not only from new customers but also from existing members. Customers can use a general-purpose card for everyday purchases while turning to specialized cards for particular categories such as beauty or travel. The strategy aims to expand customers’ spending across categories by creating synergies with their existing cards.
“If Hyundai Card M and Hyundai Card ZERO are the pillars that demonstrate Hyundai Card’s versatility, Alphabet Card is another pillar, tailored to individual lifestyles,” a Hyundai Card representative said. “The two product lines are creating synergies, further broadening Hyundai Card’s spectrum.” 


[email protected] Hong Ye-ji Reporter