The three most popular installment credit cards in Romania are offered by Raiffeisen Bank with the Installment MasterCard, AlphaBank's installment card range, and Credit Europe Bank's Optimo and Avantaj cards. We have determined these cards to be the most popular by the wide range of features provided, and the providing bank's long history and rating within Romania. Below we provide further details on each card including their features, customer base (if available) and target market. Information on why each card is popular and it's differentiating features was also provided.
FINDINGS
MASTERCARD INSTALLMENT CARD BY RAIFFEISEN BANK
POPULARITY
Raiffeisen Bank is one of the top universal banks in the Romanian market, making it well-placed within the credit card sector. The bank services around 2 million customers, as well as close to 100,000 small to medium enterprises and approximately 8,000 medium to large companies. They have an established network of over 500 outlets, more than 1,000 ATMs, around 14,000 EPOS points and 83 multi-functional machines for self-banking. While precise figures on card usage are publicly unavailable, the reach of Raiffeisen Bank in the Romanian market bolsters its popularity.
FEATURES
The MasterCard Installment Card by Raiffeisen Bank allows users to pay for goods and services and withdraw cash both in Romania and abroad with set monthly payments. Cash withdrawals can be made from both ATMs and bank counters and payments can be made online or via MOTO (mail order and telephone order). The number of payments due varies from 12 to 60 months and depends on purchases made and cash withdrawn. The interest rate also depends on the number of installments due and is calculated in advance so users are aware of the rate. The card has a credit limit of EUR 5,000 and a minimum transaction value of RSD 2,000 (in Serbian currency as the card is also available to residents of the Republic of Serbia). Another standout feature is that cardholders do not have to be a member of the bank to use this card.
CUSTOMER BASE & TARGET AUDIENCE
The card was first launched in 2016 and is aimed at consumers who are looking for more flexibility and control over the way they pay. This card provides a fresh option for repayment in the credit card market. Payment options are transparent and provide consumers with the option of choosing a plan that suits their individual needs. The card is also targeted at consumers looking to make larger purchasers more manageable and affordable with fixed monthly payment options. There are signs that card use, with products such as the MasterCard Installment Card, are predicted to rise with evidence from a survey conducted by MasterCard demonstrating that 85% of participants now use cards for their daily shopping and that the total number of credit card transactions has grown each quarter in 2016.
DIFFERENTIATING FEATURES
Features that make the MasterCard Installment Card different from its competitors include free withdrawals from ATMs and the option of MOTO payment transactions. Furthermore, the card is the newest of the market making it current, fresh and modern, and another differentiating feature is that users do not have to be a member of the provider, Raiffeisen Bank.
VISA & MASTERCARD FROM ALPHA BANK
POPULARITY
Alpha Bank in Romania has been ranked within the top 10 financial institutions in the country and has a nationwide presence lasting for over 20 years. They were named the Retail Bank of the Year for 2015 in Romania and are known for innovation and leadership in the financial sector. Alpha Bank has a network of 130 branches across the country and has been active for 22 years now. The companies longstanding presence in the industry, combined with its positive recognition make it one of Romania's most popular credit card providers. Exact figures on card usage were unavailable but it is highly likely that, given Alpha Bank's overall ranking, their cards are also popular.
FEATURES
Alpha Bank provides three cards that offer installment payments; the AlphaCard Visa Gold, the AlphaCard Visa Credit, and the Alpha MasterCard Credit. The cards provide a wide range of features including the option of three, six, nine or 12-month installment options. A flexible period of 20 days in which consumers can choose their installment options is available. The cards offer worldwide card use and online payment options from wherever you are. The cards also offer the option to pay in installments within Alpha Bank's merchant partner network. The range of applicable merchants ranges from electronics and recreational retailers to jewelry and car tire stores. Individual retailers include LEGO, Cisco, Miele, and Samsung.
CUSTOMER BASE & TARGET AUDIENCE
While there are no specific numbers publicly available on the customer base, we can assume that due to the cards features, the installment cards are aimed at everyday shoppers who use their card to buy groceries and household items, as well as those purchasing home appliances and larger items such as white goods and electrical goods such as TVs. In addition to this, due to the card's possible worldwide usage, we can assume that the target audience is travelers and possibly businessmen and women who travel frequently.
DIFFERENTIATING FEATURES
The ability to use and make payment on their cards worldwide sets Alpha Bank's installment cards apart in the market. The option for using the card for merchant installment payments is also a standout feature. They also boast a large network of outlets and merchants and provide consumers with flexible payment options that include the ALPHA CLICK online banking service.
Optimo and Avantaj cards by CREDIT EUROPE BANK
POPULARITY
Credit Europe Bank has recently celebrated 20 years in the Romanian market. They have a network of 65 branches, work points, and agencies, plus a range of alternative distribution channels including POS terminals, ATMs and internet and phone banking systems. This brand is considered one of the most popular credit card providers due to its large consumer base at over 500,000 individual customers and over 300,000 Avantaj card owners.
FEATURES
The Optimo Card enables users to purchase high-valued goods by allowing payment in affordable installments with an interest rate of 19%. It allows a credit limit of up to EUR 12,000 without a credit check history or evidence of earnings and with quick approval after application. Users are also able to choose from flexible payment options of either 18, 24 or 36 installments. The card is linked to a number of merchants which allow installment payments. These merchants include electronics, IT, home appliances and health stores.
CUSTOMER BASE & TARGET AUDIENCE
As previously mentioned, Credit Europe Bank boasts more than 500,000 individual customers and more than 300,000 Avantaj card owners. Their Optimo Card is given to consumers without having to check their financials and income so we can clearly see that the target audience for this card is consumers who may have a lower income and who wouldn't normally be able to afford a credit card or larger purchases. As for the Avantaj card range, their international usage and more exclusive member benefits make the cards more relevant for high-income earners, travelers and businessmen and women who travel internationally.
DIFFERENTIATING FEATURES
The standout feature of the Optimo card is its quick approval following application (quoted as just 45 minutes on their official website) and the fact that evidence of financials and income are not required. With regard to the Avantaj card series, differentiating features include VIP benefits like access to lounges while traveling, as well as added packages such as travel insurance.
CONCLUSION
In conclusion, the three most popular installment credit cards in Romania are provided by Raiffeisen Bank with the Installment MasterCard, AlphaBank's installment card range, and Credit Europe Bank's Optimo and Avantaj cards. We have provided further details on each card's features, customer base (if available), target market, popularity and the features that differentiate the card from its competitors.