A Red Carpet Experience
With Kobie's Help, RBC Royal Bank Delivers a VIP Experience to Find and Engage New Platinum Cardholders
Although RBC Royal Bank is a strong competitor in the Caribbean, it was losing market share. RBC Caribbean came to Kobie to launch the Caribbean’s first Premium Platinum card complete with a VIP loyalty program.
For every US dollar spent on the card, cardholders receive a point. Points are accumulated and redeemed for valued items such as shopping and travel rewards, which includes a full breadth of benefits.
The challenge was to successfully promote the card and program and substantially rebuild the bank’s lost market share.
Kobie’s first step was to create a program Website and print ads with a welcoming Caribbean look and feel that still felt “bank-like.”
Because many of the islands have different currencies, Kobie also created a unique currency/point translator tool. By using the drop down menu, program members could select their specific currency and immediately learn how many points their spending would earn.
What Was the Result?
Since the VIP loyalty program was launched, the Website has received an increase in page views and time spent on site. In addition, the bounce rate decreased. To date the program has surpassed the number of projected cardholders for the quarter and is on track to surpass the overall first year projections.