Barclays tailors mail

Barclays Bank has launched one of the UK’s largest direct-marketing campaigns, offering tailored information to customers based on their anticipated needs.

Barclays Bank has launched one of the UK’s largest direct-marketing

campaigns, offering tailored information to customers based on their

anticipated needs.

The campaign, put together by direct-marketing firm Rapier, is targeting

all of the bank’s ten million current account holders.

The bank has two related aims for the mailshot: to counter an increasing

number of complaints about poor service; and to promote the launch last

week of a service that allows customers to make immediate withdrawals on

uncleared cheques.

Customers have been segmented into 300 sub-groups based on information

the bank held about previous transactions.

The mailers include information about financial services tailored to the

individual based on information about the customer’s previous use of the


Gordon Rankin, managing director of Barclay’s Personal Banking, conceded

that the bank needed to improve its customer service offering because

its current level of service was considered to be poor.

A key element in the change of direction, and one that will probably

drag the other high street banks in its wake, is Barclays’ decision to

cut out the cheque processing cycle.

A cheque can be drawn on immediately after it is deposited by a

customer, rather than a wait of five days, though if it bounces the

account holder will be liable for the amount.

Rankin added: ’Transactional banking has not changed since the 19th

century ... it is an outdated system and yet we say to customers you

must work around our model.’

One of the most common complaints among bank customers is the length of

time it takes for a cheque to clear - five days - and the inconvenience

it can cause.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer