Brands hone in on contactless

July 29th, 2020 | Lierin Melvin

Historically, contactless has been a value add within financial services, positioned as ‘a nice-to-have’ within marketing campaigns. But we’re now seeing contactless features evolve into being a main value proposition in many marketing campaigns, even beyond financial services. With that in mind, how should brands strategize marketing surrounding contactless features? 

Focus on added consumer benefits  

The US’s phased reopenings occurring in tandem with increasing COVID-19 cases have caused continued anxieties for consumers; thus, consumer interest for ‘contactless’ hit an all-time high. As a result, many companies, like travel brands, have highlighted contactless features as a supplementary benefit to ease anxieties. 

Getaround’s campaign motivated consumers to book a car rental with its safe contactless features, stating “no meet-ups, no rental counters, just a safe and secure way to explore this summer.”

Cathay Pacific’s campaign noted with its reopening and increased availability of travel, the airline is providing contactless check-in and boarding.   

Additionally, insurance brands leveraged email to highlight contactless features as a way to confidently access pivotal information and account needs. 

Blue Cross noted the high use of the contactless capabilities and gave the consumer a step-by-step guide on how to access health benefits. 

Alberta Motor Associate reminded consumers of its mobile payment options and urged them to utilize the feature at gas stations in order to “fill up confidently and safely.” 

Focus on acquisition

‘Contactless’ campaigns evolved from an element of customer communication to the selling point of acquisition campaigns. Rather than focusing rewards or cashback, many FSIs launched campaigns that focused on contactless as the main benefit of credit or debit cards. 

First Hawaiian Bank invested in display ads to advertise the ease and speed of its contactless card library. 

Betterment’s paid Facebook campaign placed the contactless card front and center, stating its technology is like “having magical powers.” 

FSIs even went beyond the card to utilize contactless capabilities in reverse mortgages applications. 

HomeEquity Bank invested in a paid Facebook campaign to inspire older consumers to apply for a reverse mortgage by touting the simplicity and safety of the online application.

Focus on supporting retailers 

Guiding consumers toward ways to shop safely can help boost consumer confidence and benefit the businesses of both parties involved. 

In an email campaign, SunTrust promoted its contactless card and the retailers offering one-tap checkout. The campaign not only reminds consumers of the card’s safety features, but goes a step further to inspire consumers to safely shop and support retailers. 

What we think 

Easing anxiety is now just as prized as any other value proposition of a product, and contactless features is the segue to ease those anxieties

  • Lead with helping, not selling: Create campaigns that solve the problems customers currently have by using features of your contactless problems. As anxieties rise in tandem to COVID-19 cases, consumers will need features that help make day-to-day tasks easier and safer.
  • Consider acquisition channels: There’s now tangible value on contactless as consumers are looking for these features now more than ever. Thus, acquisition campaigns are more likely to produce ROI, and brands should take the investment leap.
  • Team up: Many businesses are bearing the brunt of this challenging economy. Consider working with local retailers or other businesses to create a symbiotic relationship and promote purchases that can be made in safe, streamlined ways.
Lierin Melvin

Lierin Melvin

Lierin Melvin is the Director of Insights at Comperemedia, overseeing content, client engagements, and insights for Financial Services, Telecom, and Insurance. Lierin uses her nine years of experience in omnichannel marketing to provide recommendations and industry insights for how to effectively manage full-funnel marketing campaigns.