Leveraging Metal Cards to Enhance Brand Perception among Broader Customer Groups
New research from CompoSecure and Capuchin Behavioural Science indicates that metal cards present a highly efficient strategy for banks and fintechs in acquiring and retaining high-value customers. These cards, increasingly sought after globally, are valued not just for their functionality but also for the unique sensory experience they provide.
Optimizing Metal Card Uptake Among Specific Customer Segments
The research identifies key customer segments likely to embrace metal cards:
- Elites, characterized by financial wealth and refined interests, often prefer traditional banks.
- Innovators, primarily Gen Z and Millennials, are drawn to technological advancements and new trends, typically favoring fintech providers.
- The Up and Coming, a young, well-educated group achieving professional success, also value these cards highly as symbols of their status.
Engaging Multiple Senses with Metal Cards
Metal cards stand out through engaging multiple senses:
- Sight: They look different from standard plastic cards.
- Tactile Sensation: They feel unique when held and used.
- Auditory: They produce a distinctive sound, enhancing the overall experience.
These sensory attributes are particularly valued by Elites, Innovators, and Up and Coming segments over general consumers.
Positioning Metal Cards for Maximum Impact
Metal cards resonate with these segments as accessories that signify their values and status. Their appeal lies in the exclusivity and craftsmanship involved, making them scarce and unique.
Effective Communication Strategies
To effectively engage with Elites, Innovators, and Up and Coming segments, issuers should highlight the rarity and prestige of metal cards. Emphasize the handcrafted nature and long processes required for their production, which contribute to their premium status.
