Imagine you’re treating your friends at a celebratory dinner and about to settle the bill. As you take out your credit card, it slides out of your wallet with soothing “shoop” sound, a shimmery sheen flashes followed by a crisp “klank” on the table, the group can’t help but be intrigued by your stunning metal credit card.
Metal payment cards have long been a status symbol of prestige and exclusivity. The sophisticated, high-quality card allows cardholders to express their values and identity which they find to resonate with the concept portrayed by the card-issuing brand. They are an excellent offering to attract high-value customers, encourage frequent card usage, and reinforce retention rate.
Here are the common types of metal cards and the values they bring to card issuers and users.
The Value of Metal Cards
“Black card is my business card” – A symbol of affluence and prestige
Ever since its launch in 1999, the American Express Centurion card has been synonymous with affluence and exclusivity. It is the first modern metal credit card that is offered by invitation only to the company’s highest net worth clients. Henceforth, metal credit cards have been a status recognition of the elite.
Offering metal cards, whether for payment or membership, draws in high-value customers to your organisation who resonate with the status, lifestyle or concepts your company represents. With every use, the luxury cards affirm the users’ sense of self and signals their values to others, while solidifying your brand’s image amongst their community and peers.
Now, the audience for metal cards has grown extensively with many consumers wanting to own a metal card. So much that they would consider leaving their banks to another that offers metal cards and are also willing to pay the cost of acquiring one.
Top of wallet. Top of Mind - Frequent Usage and High Retention Rate
A stimulating sensory experience with every use, metal cards are smooth to the touch, crisp to the ear, and hefty on the hands each time you take it out of the wallet. The tactile experience alone can entice the cardholders to reach for the metal card for every transaction, but pair it with a stunning design, users will be flashing the cards every chance they get.
Environmentally Conscious
In addition to reducing the amount of PVC plastics being used in producing payment cards, metal cards are much more durable and resistant to damage, lowering the amount of cards that need to be replaced on a regular basis.
Certain banks partner alongside their card manufacturers, such as Goldpac, to implement a collection and recycle programme to reuse metal materials for future production of their cards.
Types of Metal Card Structures
There are several different ways to infused metal into payment and membership cards for substantial and premium user impact. The main common types include full metal, half metal and embedded metal cards.
Full Metal
Excellent for the ultra-high-net-worth customers and most esteemed clients, the full metal card offers an all-round luxurious experience as the entire card is made from metal with materials such as stainless steel, titanium alloy and aluminium alloy.
Half-Metal
For anyone who has paid attention in physics class, you may remember that mobile phone calls get disconnected when you enter a lift. This is because the lift’s metal casing absorbs and reflects radio waves, preventing signal from reaching your phone. So, how can contactless payment still function on a metal card? By a using PVC card base on the back of the card.
This combination couples the luxurious look and feel of a metal card with the practicality and lower cost of plastic. A popular choice for most card issuers looking for convenience merged with sophistication.
Embedded Metal
Embedded metal cards, also known as metal core cards, are an excellent entry into luxury card products for issuers. The weighted core materials bring a premium substance to the card user experience while offering the vast design freedom of a PVC card on both sides. An economical product to offer a touch of substance to your consumers.
For further details and demonstration videos on Goldpac metal card products, please view our Metal Cards section.
