Think about this...

In 2016, Walmart® threatened to ban the use of Visa® credit cards in their stores because the interchange (or merchant) fees Walmart pays to Visa are higher than those Walmart pays to MasterCard®. In July, 2016, Walmart implemented its threat by banning the card in 19 stores across Canada. Visa countered by offering customers $10 to buy their groceries anywhere but Walmart.

This is another type of brand control. Customers use the credit card that is most convenient (acceptable for most purchases). Visa's success depends on customers using their card. Walmart is hoping customer loyalty is greater to Walmart than it is to Visa. How do you think this conflict can be resolved? Do you think the threat to Visa of customers changing their credit cards is greater than the threat to Walmart that customers will shop elsewhere?

If obtaining a MasterCard is difficult for a customer, it is likely the customer will keep the Visa but still shop at Walmart using either cash or a debit card.

If a customer can obtain a new credit card easily, it is likely the customer will get a MasterCard and continue to shop at Walmart.

If a customer can obtain a new credit card easily and the customer wants only one credit card, it is likely the customer will obtain a MasterCard and discontinue Visa card usage completely.

All these responses are damaging to Visa's bottom line!
In January, 2017, Walmart lifted its ban of Visa cards, and Visa ended its grocery rebate offer. Neither side of the dispute was willing to discuss the new merchant fee structure for Visa cards at Walmart.