Graphic version of this page | Change how these pages look
[Image - Arrow]Customize our site
Text Only / Low Bandwidth Version |
Quant Presky Maves - We customise brands
Barclays.
Re-kindling one of our first customized brands
The challenge
Barclays was one of our founding clients. They left us for seven years returning in 2008. When they left, we were running their entire Savings and Lending direct marketing campaigns. Through our bespoke Campaign Selection tool, Datalab™, we were processing over 3 million transactional data records a month to optimise a contact strategy that selected the most relevant offer, for the most appropriate of 13 products, through the most responsive of 5 channels to over 1 million customers every month – brand customization at its most sophisticated, as long ago as 2002.
Barclays own figures showed that we were achieving a 60% increase in profitability whilst reducing their marketing budget by 19% reduction. We had also taken them from no.10 to no.3 in the savings league (and top 3 in lending).
Barclay’s work is now more integrated than ever; campaigns need to feel seamless. At the same time, FSA guidelines have been tightened and direct mail has become more expensive. Could we keep loans take-up rates at the same levels with inserts instead of full blown mail packs?
The strategy
We were tasked with focusing on as wide an audience as possible, which meant we couldn’t feature a rate. So our task became simple: in as creative a way as possible, highlight one of the competitive advantages of Barclayloan - the fact that you can be approved, and have your money, all in the same day.
Customizing the brand
In this instance, customers with a perceived higher propensity to borrow (right now) are selected to receive the statement insert, but that’s about as ‘granular’ as we could get in terms of segmentation. The ‘customization’ such as it was, is about reinforcing the product attribute – ‘same day money’ – so those customers who really need a loan fast, are aware they can get one with Barclays.
Results
Initial results are really encouraging – in regions where no other loans activity is present, and no dm is being sent to the audience profile, take up on loans from this group has remained constant.
Why not find out how we can help your brand to win, keep and grow loyal customers?
Contact QPM
Sign up for our Newsletter
© 2009 Quant Presky Maves - Powered by Sitekit (External) Content Management System
[Image - Member of the Direct Marketing Association UK]