Chase Case Study: Innovative Customer Retention In The Cards Market - Market Research Reports On Aar

Introduction

Introduction

This Chase case study forms part of Datamonitors Financial Services Consumer Insights series, as part of which best practice in specific areas of FS are highlighted.

Scope

*This case study analyses the key successful elements in Chases marketing and communication strategy

*The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly

*Datamonitor's Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies

Highlights

Given that Chase was one of the few credit card companies that didn't significantly curtail marketing in 2009, the campaign has dramatically increased and improved brand perceptions and highlighted them as innovators in the credit card industry.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify the implications of changing consumer behaviours

*Capitalize on the knowledge of experienced companies when entering a new niche or market

Table of Contents :

DATAMONITOR VIEW 1

CATALYST 1

SUMMARY 1

ANALYSIS 2

Introduction 2

JPMorgan Chase has ridden the storm well but consumer credit has been a potential Achilles' heel 2

Consumers are struggling financially and have become debt averse 3

Chase has not been complacent 5

Chase's Blueprint campaign is an innovative, retention-focused strategy 5

Blueprint is a strategy which focuses on retention, as well as acquisition 10

Chase's Blueprint campaign targets consumers through a number of key Megatrends 10

Individualism is fundamental to Blueprint's appeal 10

Convenience is fundamental to Chase's offering 10

Lifestage complexities are transcended with Chase's Blueprint campaign 11

Chase must remain committed to an ongoing customer-focused strategy 11

APPENDIX 12

Definitions 12

The Datamonitor Financial Services Consumer Insight Megatrend Framework 12

Authenticity 12

Comfort 12

Connectivity 12

Convenience 12

Individualism 12

Wellbeing 12

Demographic Complexity 12

Financial Intelligence Complexity 13

Lifestage Complexity 13

Wealth Complexity 13

Methodology 13

Further reading 14

Ask the analyst 15

Datamonitor consulting 15

Disclaimer 15

+List of Figures

Figure 1: Chase has a strong brand, but has not been complacent in the current environment 2

Figure 2: Chase is second only to Bank of America in the scale of its outstanding debt 3

Figure 3: Worrying numbers of consumers are now having difficulties paying their bills 4

Figure 4: Many are struggling with their finances but remain debt averse 5

Figure 5: The Blueprint program consists of four main features 6

Figure 6: Users are presented with a clear overview of progress and options 8

Figure 7: Blueprint has a dedicated microsite which offers a thorough overview of the offering 9

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