A new law, known as the Durbin amendment, soon accept lower costs for merchants, debit cards. The Durbin amendment will also increase competition by stopping the networks credit card / debit card through the imposition of anticompetitive restrictions dealers.
The new law will take effect October 1.
With a lack of federal oversight, have the U.S. interchange rates are among the highest in the world. Although the cost is for the treatment of debit cards is lower than the fees associated with credit cards and trade costs are still high.
The Durbin amendment sets a ceiling of 0.21 cents for the exchange of debit cards, a reduction of about 53% percent from current levels. Once the rules Durbin amendment shall enter into force, companies must renegotiate its current rate structure to lower costs are passed back to them.
The provisions of the Amendment Durbin
The Dodd-Frank reform Wall Street and Consumer Protection Act was passed in 2010. § 1075 of the Act, as the Durbin amendment is known, contains the following provisions:
• Allows retailers discounts for customers who have money, checks and debit cards or a competing network to offer (for example, the change would be a company that Visa offers a discount acceptable to use for a client MasterCard or Discover can – currently prohibited by Visa).
• allows dealers a $ 10 minimum for credit card transactions without a penalty card network.
• The card networks require that prevents their debit cards can not be processed on a network flow. Merchants can use a series of networks for PIN debit transactions, but the major networks have negotiated exclusive agreements with many banks, the network PIN only. (The logo of the network is exclusive to Bank PIN-debit cards.) Change is the competition, prohibiting such exclusivity.
• Requires the Federal Reserve to determine whether the current fee structure of exchange is both “reasonable and proportionate” to the actual costs of processing a debit card transaction.
Why the need for the amendment Durbin?
Increased use of credit cards and debit consumers through higher costs for merchants, accompanied, often in the form of higher interchange fees.
Interchange fees, which the lion’s share of all costs of debit / credit to cover the cost of processing a transaction. However, these costs have continued to increase despite the decrease in legal fees.
Why the increases? Competition between Visa and MasterCard, the card issuer (who receive the interchange fee) for a pilot was, as costs are increasingly attractive bonus program (which existed at the dealership on the rate exchange).
Above all, Visa and MasterCard over 80% of card transactions go, 80% of interchange fees, only a dozen major banks. This high market share have led to significant price increases without negative impact on competition. The banks were not allowed to compete or to negotiate with dealers on interchange fees, and there was no limit on the ability of Visa and MasterCard, the prices to unreasonable levels.
In addition, dealers have a limited ability to refuse payment by credit card and are not able to provide customers with preferential rates for other means of payment. Visa and MasterCard has not discriminate against the use of credit / debit card.

Almost every marketing plan is attractive for two of the five senses … Vision and hearing. How is it to focus marketing companies in these two senses when we know that focusing on the five in order to strengthen the impression of marks sheets to the customer?
Several studies show that our sense of smell is probably the most impressive and responsive of the five senses. Smells make you remember some memories and go directly to your “feelings” and touch you emotionally, rather than the brain, like most marketing messages filtered. We all know that certain scents have on us.
Scent Marketing
I have to see how they play some really interesting examples of the last sensory branding. There are several local banks that use our services here in Central Florida. This chain of Bank uses the smell of freshly brewed coffee in its branches to soothe, relax and feel their guests at home. This bank is growing by leaps and bounds … a correlation? Maybe. There are also several small single-site companies for the introduction of some of the scent of their marketing plan to image. Like this rose a spa show with fish and hip to calm fragrance and relax their clients during the waiting time in the waiting room or a family dentist with green tea and lemongrass scent by saying that his position is high-end, open, relaxed and any other distinction. You have given me recently that the company earlier raised and employee productivity as well as given. You still have to use a branding company millions of dollars sensory.
Music and Touch
We hear, and touch not forgotten! Sound evokes memories and emotions too. What kind of music you hear in your business? Is there a playlist that you made because you like it or not your music reflects the same demographic of your customers? Play the right kind of music can be a psychological experience more pleasant for your customers. Studies have also shown that people are willing to spend more and stay longer if they are enjoying the music!
What are your customers feel? They interact with anything in your company? If not … to change. Of course, the traditional form is trying to touch. Try to feel and smell of your customers and be in them. Powerful stuff. What if you buy a bike? Allow your customers to run the game with all the trimmings, demonstration units, etc., etc. Why do you think, Target and Walmart are always things to interact or play with you? Because they know that the game pay for it with the sense a lot of time.
If you agree with me, so far as to tell me why find it so difficult for brands to support the five senses?
Where do I start? You’re probably wondering. Sound. Sound is a significant way, cheap and very effective in attracting visitors to your senses and enhance your brand image. Legal Commercial Music / Sound effects are easier to get than you think.
Of course, in my experience in marketing and branding, sensory over the years, I’m just on the sensory brand in its infancy. Now it’s time to make your business a part of all others, and improve your brand image by entering the hand on your senses to customers. How long you are willing to replace it? It is now time to act.