Abstract
This report provides retail banking professionals with the data and analysis necessary to target individual customers across a number of demographic categories, helping you grow sales to both existing and new customers. For instance, Mintel' s proprietary survey for this report uncovered information that contradicts the “common wisdom” regarding such things as word of mouth marketing, Hispanic consumers, and how age and household income influence retail banking needs.
Data and analysis in this report includes:
- Consumer category trends and how they help shape attitudes toward financial institutions
- Attitudes of consumers toward banking products and services with information on corresponding products
- Loyalty of banking customers and reasons they switch banks
- Actionable analysis of competitive strategies, including marketing tactics and product differentiation
- New marketing opportunities centered on consumer preferences
- A thorough economic overview of factors driving the market and how banks must capitalize on or react to these changes
This analysis includes specific information about consumers who bank at one of the 16 largest retail banks versus those who bank at smaller institutions and credit unions.
For the purposes of this report, retail banks are those that primarily service individual consumers, as well as small- and medium-size businesses. It is usually conducted by larger commercial banks, as well as smaller community banks. Unlike wholesale banking, retail banking focuses strictly on consumer markets. Services provided include savings and checking accounts, bill paying services, and debit and credit cards. Much of the business is conducted electronically via automated teller machines (ATMs), or online banking.
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