In 2008 BBVA Compass bank launched a customized card program for their Debit Portfolio. Compass Bancshares, Inc., a wholly owned subsidiary of BBVA (NYSE: BBV) (MAD: BBVA). BBVA is a financial services group with more than $750 billion in total assets, 48 million clients, 8,000 branches and approximately 109,000 employees in more than 30 countries.
US$45 incremental yearly revenue per card for customized debit cards.
54% increase in account activation with the introduction of personalized check cards
27% increase in number of transaction per account
3% better account retention
"The fact that I made US$45 incremental, just on the card, is a phenomenal thing for me"
Rick Claypoole, Senior Vice President, BBVA Compass Bank
America First implemented Customized cards with their Debit, Credit and Prepaid card holders in 2006. America First is one of the largest, most stable and most progressive credit unions in the country and has remained a member-owned, not for profit cooperative financial institution.
Program penetrated 30% of portfolio
Transaction frequency increased by 68%
Balances increased by 10%
Program penetrated 48% of portfolio
Transaction frequency increased by 84%
21% fewer checks written by personalized cardholders
"Picture Perfect far surpassed our expectations. It created a wonderful buzz in the marketplace, and increased the number of transactions far beyond what we had imagined, while simultaneously creating a better overall relationship between financial institutions and the member."
James Dickson, Picture Perfect Project Manager, America First Credit Union
ING Postbank is one of the largest financial service providers in the Netherlands with 7.5 million clients. It chose Serverside to offer customized debit card with remarkable results.
From a single 10,000 email shot, ING Postbank received:
12,000 applications in the first week
42,000 applications in the first two weeks
180,000 applications within two months
25% increase in website traffic
Higher transaction rates for customized card customers
Significant number of new customers
Hugely increased brand awareness
Multiple award-winning creative campaigns
"We enjoyed a particularly strong take-up from the youth segment, early adopters and the internet savvy."
Mark Buitenhek, Senior Vice President Payment, ING Retail
In 2006 KBC deployed a customized card program across their debit portfolio. KBC Group N.V., is one of the major companies and the second largest bancassurer in Belgium. It is the 18th largest bank in Europe (and a major financial player in Central and Eastern Europe, employing some 57,000 staff worldwide and serving 11 million customers worldwide.
120,000 of its banking customers uploaded a picture of their choice onto their payment cards in the four months after it began offering the service. This means that a phenomenal 1.2% of Belgium's entire population - estimated at 10.3 million - is carrying a KBC 'Personal Banking Card' in their wallets.
20% of this figure is made up of new cards and 80% replacements of existing cards. The age span for those choosing to personalize their cards, KBC has revealed, runs from 10 for the youngest to 94 for the oldest.
"Since day one, our personal banking cards have been a huge success. They're going down very well with our customers, and the number taken out has already exceeded our expectations. Furthermore, Serverside also provides a highly professional level of support."
An Deventer, Product Manager, Cards, KBC
To meet the growing demand for customized cards CardLab, Inc. created GiftCardLab in 2007 to offer for both commercial and personal use customized visa gift cards.
Implemented in 60 days time period to design, develop, test, and launch GiftCardLab
US$81.00 average dollars loaded on a card
US$16.00 average breakage (funds remaining on card) after 180 days
$1.5 million of Visa Gift Cards sold in 1st month
2.6 average cards per order
Less than $50,000 spent on marketing (majority of sales attributed to less than $10,000 in online marketing spend)
Received strong interest and revenue from corporate clients
Won "Most Innovative Prepaid Program" - PayBeforeAwards
"Ingenious Online Software [that] lets you use your own photos to create customized Visa Cards"
Oprah Winfrey, Voted Oprah Favorite Gift for Holiday Season
CreditCards.com, a part of the Bankrate Online Network, is a leading online credit card marketplace, bringing consumers and card issuers together. Over one million unique users access Creditcards.com web site each month. Creditcards.com implemented an online credit card design competition.
66% of the visitors to the recent CreditCards.com Uniquely Yours online card design contest visited the site on the recommendation of a family member, colleague or friend
66% were a direct result of a 'share-a-design' e-vite
Brand ambassadors were created that drove new users to the site based on their personal recommendation
"The purpose of Uniquely Yours was to drive traffic through to the site and increase awareness of the CreditCards.com brand - and we certainly achieved that. There was real excitement among the visitors to the site at the prospect of being able to design their own cards, and it's this that resulted in the contest going viral. Get people engaged, allow them to create and take part, and you'll get them talking."