Compilation of presentations made by Sicredi CMO Daniel Ferretti on WOCCU (World Council of Credit Unions) events in Denver, Washington and Colombia in 2015, regarding the importance of branding and omnichannel strategy to face the fintech revolution on retail banking
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Leveraging brand and an omnichannel platform to face the fintech challenge on retail banking
1. Leveraging brand and an
omnichannel platform to
face the fintech challenge in
retail banking
Daniel Ferretti
CMO & Online Channels - Sicredi
2. Quick overview: Brazil at a glance
• 8th largest economyintheworld($1.9triGDP/$3,6triPPP);
• Largest economy inLatinAmerica;
• Totalpopulation204million(112laborforce);
• 108millionpeoplehave bankaccounts (60%-US71%);
• Amidst economic downturn( 2,97%fcstGDPin2015);
• Politicalcrisis duetocorruption charges (approval is9%).
Estaiada bridge in São Paulo Beach in Rio de Janeiro Agribusiness in the Midwest
8. Offer strategy according to member life cycle
RELATIONSHIP
ACTIVATION
ACCOUNT OPPENING
PROSPECTING
RECOVERY
RETENTION
MEMBERS
UP SELL
CROSS SELL
DEEP SELL
REASON
EMOTION
BRAND
PRODUCT
11. GenYMediaHabits:Alwayson,butswitchingfocusonwhat´srelevant
OPEN / CABLE TV
INTERNET PC
MOBILE
ON DEMAND
GAMES / OCN*
86%
81%
42%
38%
37%
Dailyusage% FavoriteChannel/Content
1. Movies (72%)
2. Soap Opera (44%)
3. Series (36%)
4. News (26%)
1. Social Networking (74%)
2. Browse Internet (12%)
3. Games (6%)
4. E-mails (3%)
1. Social Networking (71%)
2. Games (8%)
3. Research (5%)
4. E-mails (4%)
1. Action Games (42%)
2. Sports Games (33%)
3. Sim Games (21%)
4. Others (4%)
1. YouTube (89%)
2. Netflix (41%)
3. Apple TV (14%)
4. Others (31%)
PerceptionofAdvertisement
Dislike 47%
Like 52%
Dislike 63%
Like 37%
Dislike 56%
Like 44%
Dislike 72%
Like 28%
Dislike 67%
Like 33%
OverallPerception
• Leaves TV on while doing
something else
• Seeks entertainment, even
on the commercial breaks
• Constant use
• SMS or “unwanted”
advertising seems to invade
privacy
• Uses it mostly to work /
study
• Don´t like banner ads
• Likes retargeting
• 39% plays online
• Is open to advertising, but it
must be “clever”
• Since it´s a payed service,
won’t stand advertising
• 67% skip YouTube intro
advertisement
Media
12. Thewaycompaniesmarkettheirproductschangedtoadapttoaneweconomy
COMPANY A
COMPANY B
COMPANY C
COMPANY D
COMPANY
E
1950to1980–“BroadcastEra”
COMPANY A
COMPANY B
COMPANY C
COMPANY D
COMPANY
E
COMPANY
F
COMPANY
H
COMP. E
COMP. E
COMP. G
1980to2000–“ClutterEra”
COMPANY B
COMPANY C
COMPANY D
COMPANY
E
COMPANY
F
COMPANY
H
COMP. E
COMP. E
COMP. G
COMPANY A
COMP.
J
COMPANY J
2000to...–“NetworkEra”
SIZE EXPERTISE VALUES
TOBEKNOWN TOBERECOGNIZED TOBERELEVANT
MARKET ENVIRONMENT
Verysynergictocreditunion
valueproposition
14. 0%
MEMBERSHIP
X-SELL
DEPOSITSLOANS
% OF ATL INSTITUTIONAL EXPOSURE BY
PRODUCT FAMILY (KNOWN BRAND) CRITERIA FOR DEPOSIT AND INVESTMENTS
100Performance
Solid / Trustworthy
Operational quality
perception
Competitive pricing
Market analysis and
forecasting
Advisory
80
50
47
43
41
BRAND
IMAGE
100% 50%
CRITERIA FOR FINANCIAL
INSTITUTION SELECTION
1. BRANCH LOCATION
2. NUMBER OFBRANCHES
3. PAYMENTS
4. SOLID/TRUSTWORTHY
CRITERIA FOR LOAN
APPLICATION
1. COMPETITIVEAPR
2. FAIRCREDITLIMIT
3. AGILITY
4. MAINBANK
CRITERIA FOR OTHER P&S
PURCHASE
• INSURANCE: SOLID/
TRUSTWORTHY
• CARDS:APR/REWARDS
PROGRAM
%ATLINSTITUTIONAL
%BTL/Promo /MD
Marketing mix:ATL/ BTLand primary focus on deposits
15. Achieving a standardized in branch experience: brand to commercial model
Business
Who am I?
Operations
Advertising
What do I have to
offer?Value Proposition
How do I deliver
my promise?
Commercial Model
How do I become
efficient in doing
that?
Operational Model
BRAND
PORTFOLIO
STAFF
BACK OFFICE