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VAKIFBANK
ANNUAL REPORT 2014
55
PRE-PAID SOCIAL ASSISTANCE CARDS
VakıfBank continued to grow in prepaid and social
assistance cards in 2014. Joint projects were launched in
partnership with the Kocaeli Metropolitan Municipality,
Samsun İlkadım, the Konya Metropolitan Municipality, and
the Konya Karatay and the Kadirli Municipalities.
In addition to the existing Social Assistance Card
projects, the Bank began to cooperate with the Tekirdağ
Süleymanpaşa Municipality, Üsküdar Municipality, the
Elazığ Governor’s Office, Pendik Municipality, and the
Istanbul Metropolitan Municipality. Some 40,000 new
cards were issued in 2014 across these projects while
the Bank provided support for social assistance projects
through a total of 120,000 cards.
DEBIT CARDS
With its considerable market share in debit cards,
VakıfBank raised customer satisfaction with campaigns
related to these products, and continued to implement
efforts to increase the usage of debit cards in shopping as
well as for cash withdrawals.
The first phase of the infrastructure improvements carried
out to provide better service to customers was completed
in 2014; the second phase is expected to be finalized
in 2015. These improvements will enable the Bank to
conduct more marketing activities to increase turnover
and the number of cards in circulation as well as a wider
variety of campaigns to attain these outcomes. The
systems improvements will also empower customers to
earn points in shopping, authorize cards, determine card
limits, and shop online.
Total shopping turnover of debit cards increased 26% YoY,
to TL 2,071 million in 2014, while the market share in
shopping turnover stood at 7%. Total annual turnover of
debit cards was up 5.78% in 2014.
VakıfBank ranks third in the sector with 10.02 million debit
cards issued.
GROWTH OF BUSINESS CARDS CONTINUED IN 2014
The Bank maximized customer satisfaction by adding
product features, services and campaigns to VakıfBank
BusinessCard, which is intended for existing and new loan
customers in the corporate, commercial and especially
SME segments.
Segmentation efforts have been initiated in line with
the growing commercial card portfolio, as the Bank is
working to develop new products which appeal to specific
segments and customer groups.
BusinessCard turnover continued to grow in 2014 and
soared 40%, while the number of cards in circulation was
up by 20%. BusinessCard loan receivables increased 13%
during the period. VakıfBank’s market share in business
card turnover inched up 0.17 percentage points to 7.63%,
ranking the Bank at sixth place in the market.
TERCİH CARD WITH NO CARD FEES
VakıfBank launched the Tercih Card product in 2014 for
customers who are free-sensitive and do not want to pay
annual card fees.
With the Tercih Card, customers pay only for the features
and campaigns they choose to use, and are exempted
from annual card fees. Tercih Card holders can benefit
from basic World advantages such as Worldpoints earned
at VakıfBank and World merchants or complimentary
installments. Special campaigns for additional installments,
deferments, Worldpoints, and discount campaigns, as well
as other services, are provided for VakıfBank credit card
holders in exchange for specified fees.
10.02
MILLION UNITS
VakıfBank ranked third
in the sector with 10.02
million debit cards in
circulation in 2014.