BancoPosta and Customer Engagement - Paolo Baldriga
1. BancoPosta and Customer Engagement
Paolo Baldriga
Head of Communication, Loyalty and Partnership
2. 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 phones
Poste Italiane – the “Network company” – is the largest Italian company focused on serving
both citizens and enterprises, and having the most modern integrated network and platform
systems
6-06-2011
3. 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
4. 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
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5. Sconti BancoPosta – The largest italian loyalty program
Among 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
6. Sconti BancoPosta – A growing network of merchants
Participating 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 category
100%=19.409 Merchants
(March 2011)
25.000
5x 19.409
Restaurants 15.764
30% 25% Food
11.292
Clothing
Petrol 7,.51
16% 5.000
3% 13% Electronics
13% Others
Q1 Q2 Q3 Q4 Q1 2011 End 2011
2010 2010 2010 2010
6-06-2011
7. 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 cards
enrolled with the program vs. ~19k retailers on-boarded. Transactions value out of
circuit = Transactions value coming from Debit cards enrolled with the program vs.
retailers out of circuit
6-06-2011
8. 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
9. 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
10. Sconti BancoPosta Charity Deal on facebook - Flow
Find SBP merchants SBP promotional
from your area Check-in Claim “charity deal” message you would
offering “charity deal” receive after claiming
the deal
6-06-2011
11. Sconti BancoPosta Charity Deal on facebook - Results
Some 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
12. 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 month
Sources: eCommerce Consumer Behaviour Report 2011, ContactLab – Netcomm, Booz & Company, facebook
6-06-2011
13. 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
14. Postepay Deals – facebook application flow
• Click the Like button
to enter Postepay
Deals
• Allow Poste Italiane to
access your profile
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15. Postepay Deals – facebook application flow
• Invite your friends
• Like and Share
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16. 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
17. 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
18. What are the future scenarios for social commerce
?
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19. What are the future scenarios for social commerce?
6-06-2011
20. Thank you!
Paolo Baldriga, Head of Communication, Loyalty & Partnership
(baldrig5@posteitaliane.it)
6-06-2011
