The author of this article is an employee working at a grassroots outlet. In communicating with me, I encouraged him to write some experiences on the card issuing business he faces in his daily work. At present, many young people lack the spirit of meditation, and this child has allowed me to see this spirit. After each manuscript is completed, he will modify it and recommend it to professional publications such as "Golden Card Life" and "China Credit Card", which further stimulated his enthusiasm for writing.
Judging from the credit card performance data disclosed in the annual report of listed banks in 2021, banks have shown signs of slowing growth in credit card business, and the assessment of card issuance quality and effective monthly active customers has been significantly increased.
As the credit card market competition becomes increasingly fierce, credit card users' willingness to apply for cards and use cards is more affected by the "scenarios". In the scenarios of giving gifts and discounts for cards, it is more conducive to achieving effective customer acquisition and activate customers, which is a great challenge for grassroots credit card marketing business.
outlet credit card marketing concept needs to be changed urgently
From the past experience of issuing cards at outlets, marketing shortcomings such as weight and not quality, just issuing cards does not work, and the significant shortage of effective card users are gradually emerging, and the card issuing marketing concept needs to be improved urgently.
Traditional credit card marketing mainly adopts large supermarkets, office buildings stationed, and personnel sweeping buildings. However, with the changes in the credit card market, this type of marketing method has shown great drawbacks. On the one hand, this marketing method is very blind and has very low success efficiency. In addition, it also requires some card application gifts, and its marketing cost is not low; on the other hand, facing the current requirements of epidemic prevention of the new crown pneumonia epidemic, the opportunity to contact users is getting smaller and smaller. Therefore, under the new situation of changing the credit card industry, traditional marketing methods have gradually been proven to be greatly restricted by the market.
As the main marketing channel of card issuing banks, the grassroots bank branches also face some insurmountable problems. First, the customer acquisition ability of branches is constantly declining. Due to the rapid development of the mobile trend of the financial industry, customers who go to bank branches to handle business have shown a cliff-like decline, especially the mainstream young customer base of credit cards is almost difficult to see, and the customer acquisition ability at the source has gradually weakened, and bank branches have experienced a difficult situation of "a clever woman cannot cook without rice".
Secondly, credit card marketing has entered a fierce red ocean "involvement" era. Since branch employees have not received professional marketing training, they rely more on branches and use some whitelists to conduct "phone" marketing, but users have a strong sense of rejection of credit card over-promotion behavior. Whether it is face-to-face marketing or telephone marketing, there is a situation of difficulty in acquiring customers.
Third, with the implementation of the "rigid deduction of credit limits" policy, the phenomenon of long credit of customers has been curbed to a certain extent. The issuing banks have become more and more strict in customer risk control, and the difficulty of credit is increasing. It is easy for customers who have successful marketing to cancel their cards because they are not satisfied with the credit limit. In addition, since most credit card products are relatively out of touch with market and marketing in design, it is difficult to meet customer needs, and it also increases the difficulty of credit card marketing at the grassroots branches of bank branches to a certain extent.
outlet credit card marketing methods accelerate transformation
However, although credit card marketing is difficult, the consumption concept of credit card has gradually become popular. Especially the customers born in the 1990s and 2000s have a strong sense of consumption, and have a high acceptance of new things and new marketing methods. As long as credit card marketing is in line with the trend of the times and cater to customer needs, there is still a lot to do. Based on years of marketing experience in outlets, the author will never leave the same principle, which is to grasp the needs of customers and seize customers through more effective scenarios to meet customer needs.
First of all, keep a close eye on the traffic customers in the market and don’t relax.The basis of grassroots outlet business is still physical outlets, and relying on their radiation to the outside world, the market should increase the marketing and publicity of credit cards, and through scene displays closely related to customers' daily lives, as well as card application and live card gift displays, the convenience of using our bank's credit card products is reflected.
In particular, many banks have attached a large number of preferential rights and interests such as online and offline payments for credit cards during holidays. With the help of consumption demand, they highlight the advantages of "cheap" in small-scale consumption of credit cards and installment-based reasonable use of funds, and promote them to customers in the hall. Especially after the customer has formed a card application intention, the "approval and payment of instant card" is implemented, and the customer's card application popularity is directly used to activate the credit card applied by the customer through small payments.
Nowadays, young people are extremely close to the Internet, and credit cards must also fully capture the attention of young customers. Currently, young people born in the 2000s are customers of the Z era. They are extremely accepting of eyeball effects, and marketing has also turned to video platforms such as WeChat, , Douyin, , and Kuaishou.
fully displays the personal image and charm of bank employees on the platform, and displays the characteristics and advantages of related credit card products to the corresponding customer groups in the simplest and most direct form, so that young people can develop a strong interest in the product in real time, which will stimulate their potential for card application. Through free discounts such as customer recommendation gifts and live guest gifts, firmly attract customers and seize the first high ground of online marketing of credit card .
Quick payment binds a credit card and becomes the first payment method, which is an important means for subsequent live customers. Many of the current Z-era customer behaviors are highly online, and the frequency and credit limit of online card use are getting bigger and bigger. It can be said that it is the most in-depth user of mobile payment. Make credit cards an indispensable part of their daily payment scenarios, which is of great significance to the online marketing of credit cards.
In addition, young people also have a strong interest in recommending customers and applying cards with rewards. Therefore, in addition to making full use of the generous rewards and returns of new customers to stimulate their card swipe consumption, guiding them to recommend relatives and friends to apply for cards and seize new customers is also an important online customer acquisition channel. In particular, the divergent communication of the mobile Internet shows an exponential quantitative effect, which can effectively expand the online influence of credit card products and play an important role in awakening, active and promoting customers. The effect is far better than traditional telephone marketing in practice.
The most typical life scenario for credit cards is payment in various offline life shopping scenarios, especially from a merchant to a business district. Credit card marketing embedded in various life scenarios is the most natural way for bank services to expand customers. Many bank outlets are in the business district. Actively exploring the acquisition of customers by surrounding business district merchants through scenarios is also a potential advantage of the grassroots bank outlets.
advantages cope with the development trend of credit card business
accurately analyzes customer groups through the system, captures customer consumption needs, and further provides them with more applicable credit card products that meet personal financial consumption habits through high-end and high-quality customers' research and development of card functions, customized personalized customer rights, etc., to improve marketing accuracy, and give priority to seizing high-quality customer resources in the context of rigid deductions.
In terms of credit card marketing, employees of bank grassroots outlets should not be limited to traditional marketing methods and sell credit cards as a single product. Instead, they should fully understand and grasp certain special consumer needs of users, rely on scenarios to let users feel that credit cards are a necessary financial tool in daily life. With the help of the system, they can quickly match appropriate products on the demand side, and skillfully introduce product characteristics and advantages for marketing and promotion on the supply side, which can effectively improve the success rate of credit card marketing.
Under the new situation, the grassroots bank branches are facing huge transformation pressure, and credit card business is the top priority in the bank's personal financial business. As grassroots branch employees in credit card marketing and promotion work, they must also learn new marketing concepts and methods to adapt to the changing trend of the ever-changing credit card business towards "ecological, digital, and lightweight".
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