Hyundai Card said on the 21st that cumulative issuance of its Alphabet Card has surpassed 150,000. Launched in July as the company's standalone brand, the Alphabet Card is designed to offer simple, category-specific benefits matched to consumers' tastes and lifestyles.
The cards offer benefits such as 10% discounts in categories tied to each product, including beauty, mobile payments, subscription payments, dining and travel. Product names spell out the category covered, as in Alphabet Card B for beauty and Alphabet Card T for travel. The approach lets customers pick a card suited to their spending habits without wading through complex product descriptions, the company said.
Hyundai Card also set the brand apart in design. It created a dedicated typeface and card packaging used only for the Alphabet lineup, and removed the Hyundai Card corporate identity logo from the front of the cards.
The company said a growing number of existing customers, not just new ones, are taking out an Alphabet Card as a second card to round out their benefits. One example is using the Hyundai Card M to accumulate points while turning to the Alphabet Card B for discounts on beauty purchases.
Hyundai Card is also running an annual fee cashback promotion through the end of this month for customers taking out their first Hyundai Card through the Alphabet lineup. Those who meet the conditions get their first-year annual fee refunded.