The start of a smart idea
How many loyalty cards do you have in your wallet? Think about that card from your favourite clothing store, your fuel card, bonus card, or even the old-school stamp card from the hairdresser. As consumers, we’re quietly part of various programmes that can bring us significant benefits. But keeping track of all those cards? That’s way less beneficial. Sure, there are apps that help with this, but the brilliant minds at Bank2Loyalty discovered it can be much easier; within existing loyalty programmes and even far beyond!
Stepping up our tech game
The brilliant minds at Bank2Loyalty, whom we just mentioned, had already mastered the art of customer identification when GI sat down with them. As a tech startup, they developed a unique system that links customer identification to your payment method. Standing in a store as a consumer? Simply scan your bank card, wearable, or smartphone at the Bank2Loyalty reader. This instantly activates and processes all activities linked to the loyalty programme, such as earning points, collecting stamps, or redeeming rewards. No need for a loyalty card ever again! Meanwhile, businesses using the Bank2Loyalty reader can continuously enrich their real-time customer data. A true win-win solution.
And, this system isn’t just interesting for retail. Whether it’s scanning tickets at a major event, unlocking access gates in a shopping mall, facilitating sampling, or enabling on-the-spot reviews, Bank2Loyalty is the go-to solution.
Ben jij nieuwsgierig geworden naar deze dienst en wil je graag het uitgebreide verhaal horen? Check dan onderstaande animatie die GI ontwikkelde om duidelijk uit te leggen wat Bank2Loyalty doet. Want begrijpen is de eerste stap naar omarmen, en dat is essentieel bij de lancering van een geheel nieuw product.
Starting with the basics
At Bank2Loyalty, as a tech startup, there was extensive knowledge about the technology behind the product. Additionally, research supported the necessity of the product, and it was ready to hit the market. However, entering the market with a complex, one-of-a-kind product comes with significant challenges. That’s why it was crucial not only to immerse ourselves fully in Bank2Loyalty but also to help the startup shift from a product-focused to a market-focused mindset. And that could only be achieved by going back to the very beginning! The first step wasn’t launching the product but examining the startup itself. In a remote Kick-Start Session, we sat down with Bank2Loyalty to determine how they could stand out by defining the role of their brand and the essence of their product.
Making the switch from product-focused to market-focused thinking helps you view things from the target audience's perspective focusing on what they need, rather than what you want to say.
Persona development
With the foundation in place, we could focus on the target audience. Who are we communicating with, or in other words: who are we talking to? To answer that question, we developed six distinct personas, each based on what Bank2Loyalty could offer them. By mapping out their profiles and interests, we gained clarity on the type of content needed to engage and serve each persona effectively.
A concept focused on possibilities
With a clear communication strategy in place, we could continue building the presentation of the Bank2Loyalty brand and product. As a tool heavily reliant on sharing customer data, there was a unique challenge in shaping the concept. While Bank2Loyalty is fully GDPR-compliant, the idea of data sharing naturally raises questions. That’s why we chose to focus the communication primarily on the product’s solutions and possibilities. Since the tool can identify customers, it becomes easier to deliver targeted actions, and for the customer, it’s convenient that they no longer have to track when they’re eligible for their (earned) rewards. This clear focus on the benefits and opportunities led us to the perfect payoff for Bank2Loyalty: identifying opportunities.
With a conceptual payoff, you give yourself the flexibility to use it as a rich communication hook across all your activities.
A convincing website with all the elements for success
In addition to creating a fitting visual identity for all Bank2Loyalty’s communications, we worked with the UX designer to define the essential elements for the website, which needed to tell both the B2B and B2C story. This ensured that the website aligns with the customer journey of all identified personas, and effectively convinces them of the value of the tool.
Content to conquer the market
The final step in this case was creating valuable content. It was crucial to clearly explain what Bank2Loyalty does and what makes the product unique. This meant highlighting both the technology and its added value, on the website and through other materials. We started by doing keyword research, and delivering SEO-friendly texts for the website, tailored to each individual persona. Together with the visual elements, we prepared Bank2Loyalty for a successful launch. Today, several parties are already using the system, and Bank2Loyalty is ready to conquer not just the Netherlands, but the world!
