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There’s another angle to this that retail banks and lenders will have to come to terms with. Airline miles won’t sell a ‘digital’ credit card in the medium term, because they are not part of a real-time engagement model. Rewards may, but only if they are contextual and immediately relevant — i.e. offer me a discount for something you know I want to buy, but only when I walk into the store that is selling it. Millennials won’t be sold on delayed gratification on airline miles when they realize they can probably get a better deal buying the ticket directly instead of through very expensive airline miles.