BancoPosta and Customer Engagement - Paolo Baldriga

BancoPosta and Customer Engagement Paolo Baldriga Head of Communication, Loyalty and Partnership

Poste Italiane - Company profile LOGISTIC NETWORK PHYSICAL NETWORK  14,000 post offices  5,000 offices of delivery  41,000 vehicles  4,500 couriers  22 automated sorting centres  320 semi-trailers  3 aircrafts & 16 flights/day  3 automated hubs ICT  12,000 post offices linked in wide band to more than 10 Gbps  High capacity IP transmission network best in class  5 Data Centres with 1000 Terabyte storage capacity  Datawarehouse with 32 m customers  Real time ongoing service monitoring  60,000 workstations  Over 1,400 Contact Centre operators  6000 ATMs (cash dispensers) MULTI-CHANNEL  600 multimedia kiosks ACCESS NETWORK  2.000.000 Mobile phonesPoste Italiane – the “Network company” – is the largest Italian company focused on servingboth citizens and enterprises, and having the most modern integrated network and platformsystems 6-06-2011

BancoPosta is Poste Italiane financial business unit Brand values transparency and affordability No risk taking The customers of BancoPosta trust Poste Italiane because we guarantee no risk financial products Leadership €400 bln Total Customer Assets (>10% market share, 2x vs the banking leader) ~ 14.000 Post Offices (~30% market share,) ~ 26 mln. Customers, of which more than 13,5 mln cardholders ~6,3 mln Postamat (~17% market share debit cards) ~7 mln PostePay (~55% market share prepaid cards) ~0,3 mln credit cards Online banking ~ 1,2 mln of online accounts with 16 mln transactions per year 6-06-2011

Sconti BancoPosta – Value Proposition Sconti BancoPosta (SBP) is BancoPosta loyalty program, based on cashback rewards to cardholders for purchases made at participating merchants Create a wide network of partnerships with main Mission players in each industry to influence consumers’ behaviours Structure Bilateral co-marketing agreements BancoPosta/Partner Cashback for purchases made with Lever to change BancoPosta cards at Partners’ stores, customer credited on current account or prepaid behaviour card Business objectives Partner BancoPosta 1- Generate traffic and acquisition 1- Increase card usage and shift to opportunities on BancoPosta cardholders “front of wallet” card 2- Increase frequency of purchases and/or 2- Boost prepaid acquisition through co- average spending either of existing or of branding proposition new customers 3- Partner with BancoPosta on communication activities, marketing initiatives and customized CRM analysis 6-06-2011

Sconti BancoPosta – The largest italian loyalty programAmong Italian loyalty programs, SBP has the highest number of customers: over 13,5 mln cards 6,3 7,2 0,3 mln mln mln Debit Prepaid Credit 6-06-2011

Sconti BancoPosta – A growing network of merchantsParticipating merchants cover all main merchants categories and are expected to reach 25.000 by the end of 2011 Merchant distribution by category Merchant distribution by category100%=19.409 Merchants(March 2011) 25.000 5x 19.409 Restaurants  15.764 30%  25%  Food  11.292 Clothing  Petrol  7,.51 16%  5.0003%  13%  Electronics  13%  Others  Q1 Q2 Q3 Q4 Q1 2011 End 2011 2010 2010 2010 2010 6-06-2011

Merchants belonging to SBP are growing 5 times faster than not participating Debit Cards transactions values (merchants cards spending)* SBP Other Merchants Merchants Spending Spending 89€M +48% 60€M +9,7% 2.299€ M 2.095€ M Q4 2009 Q4 2010* Transactions value on SBP circuit = Transactions value coming from Debit cardsenrolled with the program vs. ~19k retailers on-boarded. Transactions value out ofcircuit = Transactions value coming from Debit cards enrolled with the program vs.retailers out of circuit 6-06-2011

Why should a financial institution resort to facebook to engage its customers?   19 mln facebook users in Italy   facebook possesses a new geo-localization service: Places   Every loyalty program needs to increase awareness about its aﬃliated merchants operating in a speciﬁc area 6-06-2011

Sconti BancoPosta Charity Deal on facebook – Case study   Objective: increase SBP loyalty program brand awareness among customers and prospects   Value proposition: BancoPosta offers a “charity deal” and donates 2€ to three non profit organizations (Axè Italia, Fondazione Gostino and Vosvim) for each check-in at a merchant affiliated with SBP   Sconti BancoPosta Charity Deal is one of the initiatives adopted for the official launch of facebook Deals in Italy and Europe (1° February 2011) 6-06-2011

Sconti BancoPosta Charity Deal on facebook - FlowFind SBP merchants SBP promotional from your area Check-in Claim “charity deal” message you wouldoffering “charity deal” receive after claiming the deal 6-06-2011

Sconti BancoPosta Charity Deal on facebook - ResultsSome data about Charity Deal from 1st to 28th February 2011:   Check-Ins: around 10.000   Impressions on the tab “Sconti” of Poste Italiane Fan Page (hosting Charity Deal description): over 35.000   % growth of Poste Italiane Fans: +126% 6-06-2011

Social commerce Scenario in Italy and Global Mln € eCommerce Market in Italy +19% +15% 49% growth of services related to Social Commerce Osservatorio eCommerce B2c Netcomm – School of Management Politecnico di Milano (May 2011) *Forecast   For 14% of Italian internet users, Social networks are key drivers of online purchases   Social Commerce will reach a global turnover of 30 billions $ in 2015   facebook is one of the most powerful engines of Social Commerce: more than 1 millions websites have Social Layers related to facebook and over 150 millions of people interact with facebook through external websites every monthSources: eCommerce Consumer Behaviour Report 2011, ContactLab – Netcomm, Booz & Company, facebook 6-06-2011

Postepay Deals – Case study   Objective: Postepay Deals is the new marketplace dedicated to postepay customer base. It aims at increasing the online spending of the pre-paid cardholders   The value proposition targeting the cardholders is to provide the postepay community with online deals in order to increase on one hand the feeling of belonging and on the other to engage customers   Business model: co-marketing agreements with merchants operating online based on revenue share with Poste Italiane   Channels: -  postepay.it -  facebook application (available on the fan page of Poste Italiane) 6-06-2011

Postepay Deals – facebook application flow •  Click the Like button to enter Postepay Deals •  Allow Poste Italiane to access your profile 6-06-2011

Postepay Deals – facebook application flow •  Invite your friends •  Like and Share 6-06-2011

Postepay Deals – facebook application flow •  Participate in the Deal •  Book your Deal •  BancoPosta will freeze the Deal amount on your postepay until the expiry of the offer or until reaching the threshold of participants 6-06-2011

Key messages on facebook platform   Earned Media vs Bought Media   Testing your advertising campaigns through consumers reactions   Developing customer engagement by means of facebook applications: new real time services and new customer experiences   Engage customer through performative advertising: users manifest their tastes and preferences by pressing the Like button   Virality on social media builds in-store traffic   Social commerce generates a “wow effect” among users/buyers   Be intrusive without being intrusive   A greenfield for Financial Institutions 6-06-2011

What are the future scenarios for social commerce ? 6-06-2011

What are the future scenarios for social commerce? 6-06-2011

Thank you! Paolo Baldriga, Head of Communication, Loyalty & Partnership (baldrig5@posteitaliane.it)6-06-2011

BancoPosta and Customer Engagement - Paolo Baldriga

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BancoPosta and Customer Engagement - Paolo Baldriga Presentation Transcript