Generating higher revenues among debit cardholders
Dickinson Financial Corporation unlocks greater debit card usage with FIS PaymentsEdgeAt a glance
Featured product
PaymentsEdge™ Marketing & Advisory Services
Objective
Improve debit card usage among four underperforming segments: low-usage, new inactive, mid-tier and long-term inactive.
Results
Generated $3.4M in revenue from 14 annual campaigns, with an average ROI of 907% among the targeted segments.
Impact
The greatest success for both banks was among low-usage cardholders, with each generating in excess of $1.1M in revenue among this segment.
Gaining a deeper understanding of client needs
Dickinson Financial Corporation (DFC) is a privately held bank holding company headquartered in Kansas City, Mo. that owns two banking subsidiaries, each of which is known for its philanthropic focus on community. The first, Academy Bank, serves customers and businesses across Missouri, Kansas, Colorado and Arizona. The second, Armed Forces Bank., is dedicated to serving active and retired military, as well as civilians, across all 50 states.
DFC recognized an opportunity to improve activity within its debit card portfolio, especially among customers that were inactive or demonstrating low levels of usage. With the help of PaymentsEdge and the FIS® marketing and advisory experts, the banks developed and executed a combined 14 campaigns throughout the course of the year.
Both banks saw dramatic lift across all four targeted segments, with Armed Forces Bank and Academy Bank generating $1.7M and $1.6M, respectively, in campaign-related revenues.
Results: Academy Bank
Low Usage
780% average ROI
$1.1M revenue generated
New inactive
742% average ROI
$99K revenue generated
Mid-tier
674% average ROI
$372K revenue generated
Long-term inactive
1016% average ROI
$97K revenue generated
Results: Armed Forces Bank
Low Usage
1107% average ROI
$1.1M revenue generated
New inactive
1137% average ROI
$235K revenue generated
Mid-tier
788% average ROI
$276K revenue generated
Long-term inactive
1123% average ROI
$103K revenue generated
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Marketplace
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