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Extract from the "Review" (author: Frances Hedges)
More than 80% of respondents in Poland, Taiwan and Brazil were interested in personalized cards, compared with only 57% in the UK and 62% in Spain - a disparity that may reflect the varying importanceof technology in each culture, or simply the differing levels of maturity of the card markets in these countries. There was a clear link between interest in the service and interest in wider technological advances.
For instance, 70% of the Taiwanese respondents who were interested in personalized cards described themselves as highly motivated to use new technology to discover new services, while 69% of interested Brazilians already had an online photo gallery.
Identifying the interests and preoccupations common to each country offers banks and card manufacturers a unique opportunity to adapt their sales strategy to the culture of their target market. Whereas the Taiwanese were attracted to the idea of decorating their card with a painting (25%) or a cartoon (22%), Britons liked the thought of a holiday photo (22%), while Brazilians expressed an interest in displaying their company logo (20%) so they could promote their corporate brand.
The potential to create a product that is unique to the user, tailored to their culture and interests, is the strength of the service, says Simon Knox, Professor of Brand Marketing at Cranfield School of Management. "The business world is moving from "make and sell" to "listen, serve and customize"," he argues. "Banks don’t have you for life, so anything that creates an emotional attachment is an advantage."
To design a payment card with the photo of your choice is as easy as ABC. More Info...
