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Extract from the "Review" (author: Frances Hedges)
Companies are catching on to the potential of this new, consumer-centric
society. If a product offers a range of possibilities, consumers are
more likely to use it regularly – which is part of the thinking behind
the personalized banking card. The idea is that customers are encouraged
to engage creatively with the product by choosing and uploading an image
that will appear on their card. The resulting holiday photos or
pictures of friends or family link the act of making a payment with
enjoyment, and thus encourage frequent card use. It’s all about making
the product front-of-mind - or, in this case, top-of-wallet. The service
has been around since 2007 and has already been successful in the
US and Northern Europe.
But if banks are to market this service effectively, they need to know what kind of customers to target. To gauge the appetite for personalized banking cards, Gemalto commissioned market research company Synovate to carry out a quantitative survey involving 1,500 participants from selected countries in February and March this year. The majority of respondents showed either a "good" or an "excellent" level of interest in personalized cards; however, certain countryspecific trends also emerged.
To design a payment card with the photo of your choice is as easy as ABC. More Info...
