eCommerce and the Shifting Customer Landscape
Ryan Miles
Vice President eCommerce Channel Manager
• What is eCommerce? Manager’s responsibilities
• How has the customer landscape changed
• Why is this important to Beacon Bank?
• Beacon Bank’s eCommerce strategy
• Revenue opportunities
:Navigating eCommerce Channels
eCommerce
Channels
Mobile Banking
Text Banking
Elan One Card
Online Banking
Merchant Processing
Credit Cards
Debit Cards
Mobile Deposit
ezDeposit
:eCommerce Responsibilites
1. Increase our visibility and awareness with our eCommerce services bank-wide and in our target market areas. 2. Capitalize on increased awareness to grow our eProducts and eServices, enhance customer loyalty, and ultimately grow Beacon’s ongoing fee income.
2015: Beacon Customer Landscape
NetTeller Mobile
49%
Debit Card 24%
ATM 2%
Check 8%
ACH 10%
Wires Teller
6%
Bankline 1%
is this important?
Being able to quickly adapt to changing customer behavior and changing technology provides us the opportunity to:
• Attract new business
• Enhance existing customer loyalty
• Grow fee income
• Remain relevant in the marketplace
:Strategy
1. Review our product mix, negotiate vendor relationships, and understand product profitability
2. Evaluate current marketplace and customer demand, SWOT analysis
3. Staff product and sales training
4. Strategic direct marketing and communication strategy
5. Eliminate barriers in the customer experience
• Segmented Direct Mail • Strategic Email • Product specific Website and
NetTeller ads • Google Adwords • Newsletter features • Staff training and incentives
:Credit Cards
356 360
419
320
330
340
350
360
370
380
390
400
410
420
430
2013 2014 May-15Relationship Value:
approx $85 per card per year
:Merchant Processing
42
40
48
36
38
40
42
44
46
48
50
2013 2014 May-15Relationship Value:
approx $400 per account per year
:Debit Cards
2003 1955 1987
213 233 249
0
500
1000
1500
2000
2500
Active Debit Cards
RetailCards
BusinessCards
Relationship Value: approx $102 per Active Retail card
$298 per Active Business card
:Questions?
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