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Piggyback selling

Source : BUSINESS_STANDARD
Last Updated: Tue, Jan 08, 2013 01:01 hrs

An Indian corporate giant is now pushing its own credit cards to customers visiting their retail outlets. That’s not news but the way they’re going about it is intriguing. The credit card sales personnel are strategically placed (most often at the billing counter). They approach a customer with an innocuous question: “Do you own a credit card?”. If the customer says yes, hoping to shake them off, they will then hard-sell their card, suggesting you use it because it has more benefits. The real benefit is for the company: Gaining a customer who already owns a card makes it easier for the company to secure the details required for fulfiling know-your-customer norms as mandated by the banking regulator.



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