Bank of America: Deposit path to purchase

Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.

What was the irrefutable consumer insight?

Consumers desire a frictionless path to purchase for financial products that builds confidence and makes their financial lives easier.

Describe the marketing challenge.

In an omnichannel world, different consumers can take different and complex paths to purchase. For financial services the classic brick and mortar acquisition model has been more influenced by technology in which consumers would shop online and buy in-person. The Path to Purchase research indicated that the decision-making process for switching a financial institution is shorter, with fewer barriers to switching than in prior years. The challenge was to...

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Insights Team
Bray Leino

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