Company Barclaycard Case Study
Challenge:
Company Barclaycard was established by Barclays Bank plc in 1969, as a business unit specialising in developing and providing card-based financial services to corporate clients. Kinross + Render’s goal was to support the establishment of CBC as a brand in its own right, to seize the number one market position from Amex, as well as to launch a purchasing card offer and meet ambitious coverage targets.
Despite being Visa's largest European commercial card issuer, Company Barclaycard was the poor relation of Barclaycard and had not established itself as a credible stand-alone brand in the company credit card market. It was determined to build its brand and topple Amex from the UK company credit card number one position. Today Company Barclaycard services businesses of all sizes, from multinational companies and Government departments, through to small and medium enterprises. It has achieved UK market leadership in the SME sector and has over 140,000 corporate customers.
Strategy:
K+R decided to develop a personality and voice for CBC, focus on business travellers for the mainstream card, build relationships with key influencers and engage cardholders directly. It was also vital to make the market for purchasing cards and differentiate and support the Visa concept over AMEX.
Tactics:
The identification and championing of concerns of business travellers through research with the customer base fed through into ‘Travel in Business’ and ‘Procurement’ reports. Relationships were built with BTI Hogg Robinson, Best Western Hotels and Chartered Institute of Purchasing & Supply. CBC was positioned as a thought leader via a purchasing card white paper and concept materials. K+R created customer-focused awards & promotions and pursued an intensive media relations programme, achieving national supplements in Sunday Telegraph and The Times on purchasing, as well as appearing in vital features and surveys.
Results:
CBC overtook Amex within two years in the travel and entertainment arena and its ‘Travel in Business’ report became the premier item of business travel research. Our client out performed coverage targets by more than 100% and Amex by 100% plus. CBC achieved a 100% record in national business travel supplements within 12 months and became the business card provider of choice for non-competitive travel organisations. The CBC purchasing card became the market leader with 50% plus market share.
