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La banque qu'on emporte dans sa poche

Banque digitale et relation clients

chouradviser's insight:

 Les Echos Par Valérie Leboucq | 17/06 | 06:00

 

 

La nouvelle offre de BNP Paribas veut transposer aux relations que l'on a avec son banquier la fluidité et la spontanéité des échanges digitaux.  

 

La nouvelle offre bancaire 100 % digitale de Hello Bank! permet au client d'être « 100 % autonome ». - Photo DR

Le nom même, Hello bank! - l'interjection contenue dans ce bonjour et son point d'exclamation -, le dit mieux qu'une longue explication. Avec sa nouvelle offre bancaire 100 % digitale, le client est aux commandes. Du moins, c'est la promesse qui lui est faite. De même qu'il achète sur sa tablette et enregistre son vol sur son smartphone, Hello bank! donne aux « 100 % autonomes », ceux qui ne mettent jamais les pieds dans leur agence, la possibilité de tout gérer de manière fluide et proche où qu'ils soient.

Tout a été conçu pour que ce client numérique retrouve le ton et la spontanéité des échanges sur les réseaux sociaux ou sur les sites de vente en ligne. D'où le choix d'un logo inscrit dans une bulle de dialogue digital. « Il incarne cette proximité et facilité d'échange qu'autorise la technologie mobile », observe Clément Derock, cofondateur de l'agence Seenk, spécialiste de l'identité de marque, mobilisé pour le projet.

Pas de conseillers attitrés mais la possibilité de tchatter avec des chargés de clientèle accessibles via les applis ou en passant par Facebook et Twitter. Delphine Asseraf, directrice développement digital et m-paiement de BNP Paribas, explique que les équipes se sont inspirées du mode de navigation des sites d'e-commerce. Une fois que le « panier » d'options est rempli (compte courant, produits d'épargne, d'assurance ou crédit…), l'inscription se fait en trois étapes. « L'ergonomie et l'expérience client des applis devraient traduire, par leur ton, le caractère radicalement nouveau d'une offre bancaire complète conçue initialement pour le mobile et adaptée ensuite à l'ensemble des terminaux fixes, ordinateurs et "lap tops" », dit-elle.

Différenciant aussi, le code couleur de Hello bank!, qui a choisi un bleu subtilement dégradé comme les aimait l'artiste céramiste Theodore Deck, dont le nom figure dans le nuancier Pantone. C'est aussi la couleur consensuelle par excellence aux yeux des Occidentaux. Et celle qui tranche le mieux avec le vert prairie de BNP Paribas.

Installation éphémère

Pour sa mise en ligne, Hello bank!, qui annonce 200.000 visiteurs uniques sur son site, aura une présence physique éphémère (trois jours) devant la Grande Arche de la Défense. En lieu et place d'une campagne pub classique, la nouvelle banque a, bien sûr, préféré l'arme du buzz et de la communication virale sur les réseaux sociaux (Tumblr, Instagram, Pinterest). Artistes photographes et internautes ont ainsi été invités à accompagner le lancement en postant des photos inspirées par le bleu Deck.

Valérie Leboucq

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80% des mobinautes souhaitent des applications dédiées à leur programme de fidélité

80% des mobinautes souhaitent des applications dédiées à leur programme de fidélité | Digital and loyalty customer news | Scoop.it
Une étude du SNCD montre que les mobinautes attendent de pouvoir utiliser leur smartphone pour embarquer leurs cartes de fidélité (86%), recevoir des coupons de réduction (68%) et des offres géolocalisées (60%), ou encore des avis de consommateurs...
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Noëmie Marescal's curator insight, March 13, 2014 4:13 PM

Pas encore convaincu ?

Les offres de réduction, les annonces d'avant première de collection ou de vente privée pour les soldes foisonnent, elles sont actuellement envoyées par e-mail pour l'essentiel.

On ne m'a pas encore proposé une appli fidélité  en magasin par exemple ?


je cherche des exemples d'appli fidélité qui remplacerait les cartes fid.. que l'on sème, que l'on oublie... ?

.

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Mobile Payments 2.0: What’s Next? - Kurt Salmon

As consumers increasingly look to manage all aspects of their life with their mobile devices, mobile payments have grown at a staggering rate.

A Kurt Salmon and Prosper Corp. survey of 8,000 consumers revealed that 15% planned to use their mobile devices to make a purchase during the 2011 holiday season—and that’s despite limited availability of mobile payment functionality.

Clearly, as mobile payment adoption grows, purchases via mobile devices will climb—up to $670 billion by 2016, according to a Jupiter Research study.

Kurt Salmon analyzed 30 retailers across a variety of segments and found that 72% currently offer a mobile application, but beyond the basics, capabilities vary significantly. For example, of those retailers with mobile apps, only 79% of the apps give directions to the closest store, only 35% push coupons to customers, only 25% are linked to the retailer’s loyalty program and only 3% allow the user to make an in-store purchase from his or her phone.

But as consumers start to expect it, providing secure mobile payment functionality will rapidly become a strategic imperative.

And for good reason. Successful mobile payments programs can improve competitive differentiation and operational efficiency by providing superior convenience for customers and a low-cost interaction channel for retailers.

But what exactly does “mobile payments” include? Beyond providing just a payment option, mobile payments offer the opportunity to make all aspects of payment easier, providing one convenient platform for loyalty programs, gift cards, store credits and coupons.

More importantly, mobile payments are the linchpin of a successful mobile commerce strategy, which should center on seamlessly delivering an integrated, omnichannel experience through the one device more and more consumers can’t seem to live without.

But faced with aging technology, short-term performance goals and an increasingly savvy consumer, it’s easy for retailers to get distracted from the promise of an integrated experience. However, a long-range vision of the brand’s experience—and how mobile payments fit within that experience—is essential.

Kurt Salmon recommends retailers start with three fundamental questions:

How do customers want to interact with my brand from a mobile standpoint? How do I enable mobile payments specifically? What systems, tools and hardware need to be in place? Which payment form do I prioritize? How do I integrate these distinct payment interactions across different technologies under the umbrella of one consistent experience and brand?

The key—today and in the future—is to create integrated interactions, not just transactions, with customers. As such, the most successful mobile initiatives encompass all parts of the purchasing cycle:

» Enticing consumers into the store with location-based offers

Consumers are becoming more receptive to these types of offers because they are coming to see them as less of an intrusion and more of a perk. As a result, mobile coupon redemption is expected to skyrocket, from $5.4 billion in 2011 to $43 billion in 2016, according to Juniper Research.

» Providing a curated experience across channels

Consumers crave customization and increasingly expect a tailored experience from their preferred retailers, regardless of channel. Sears is piloting a program in which consumers who check in on their mobile phones when entering the store are quickly greeted by a Sears employee, who spots them via GPS. The employee then guides the consumer to the same merchandise they’ve been perusing online, combining sales associate interaction, the tactile product experience and the ease of online shopping.

» Helping customers find information

Not every customer prowling the aisles, smart phone in hand, is comparison shopping. In fact, many are searching for product availability and reviews and sharing content via social media. Retailers who integrate their mobile applications with their social media pages will help facilitate this invaluable word-of-mouth advocacy. QR codes can help provide information as well; Kurt Salmon analysis found that 54% of retail mobile apps today have QR code–reading capability.

» Integrating loyalty programs and gift cards

Consumers should be able to automatically rack up loyalty points and redeem gift cards when they make purchases from their phones.

» Creating a feedback loop to mine for further insights

Mobile apps don’t just deliver perks to customers—they will also quickly become a marketer’s best friend. Besides being a low-cost, fast-interaction channel, they also generate a treasure trove of data that retailers can use to generate additional customer insights.

Of course, once the vision is set, the question becomes how to make it a reality.

Many retailers already have key mobile elements in place, and deciding what to implement next is a combination of strategy and triage, with an eye to what’s most valuable to the consumer. For example, current cash and credit card payment options are hardly broken.

On the other hand, many loyalty programs, gift cards and coupons leave much to be desired from a convenience standpoint. A mobile app that could hold loyalty cards, gift cards and coupons would be a powerful first step.

Of course, mobile payments are just another step in a rapidly accelerating technological evolution, and retailers unable to take this next step will only find the climb steeper in the future. Ultimately, however, long-term success will hinge on a retailer’s ability to establish a strategic customer experience vision now and invest in a robust, but flexible platform—both technologically and operationally—to support that vision into the future.

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