In 2012, the use of contactless payments was on the rise. Our customer was the first Australian bank to leverage technology to build contactless payments functionality within its mobile banking app.

A key business goal was to have a highly engaged customer base using the NFC contactless payment service. Servian was engaged to deliver the campaign strategy to achieve this goal using our combination of campaign and data expertise.

 

As this was a new service to the bank, there were particular challenges in identifying desirable customer segments for the campaigns due to a lack of available data and past insights to learn from.

 

This case study outlines those challenges in more detail as well as the solution put in place to ensure a high adoption rate of the service.