ABN Amro uses cash tickets to contact isolated customers

The Dutch bank ABN AMRO has chosen to rely on a new channel to try to reconnect with fragile consumers: cash tickets. These daily papers can also, according to the bank, facilitate contact and information for people particularly affected by the digital divide.

FACTS

• ABN AMRO sends consumers a new message on the cashier tickets at Waalwijk's PLUS supermarket. It invites those who feel the need to come closer to the bank to receive assistance in order to carry out banking operations.

• To justify this initiative, the bank relies on the results of a study highlighting the fact that one in six Dutchmen occasionally encounter difficulties in carrying out financial operations.

• Recently, customers shopping at Waalwijk's supermarket PLUS in the Netherlands can read a simple message on their check-in ticket. Written by the bank's teams, this message invites them to contact ABN AMRO's free help service if necessary.

• The service is available by telephone, on weekdays from 8:00 a.m. to 5:30 p.m.

• This first deployment is carried out by ABN AMRO as part of a test phase. Following the returns, ABN AMRO plans to expand its initiative to the national level if successful.

ISSUES

• Targeted support for a particular target : The systematic printing of cash tickets has been prohibited from 1 August 2023. These are replaced by increasingly digital media today. However, consumers can always request a paper edition of their cashier ticket if they wish; a provision aimed precisely at circumventing the harms of the digital divide. It is precisely to this target of fragile and disconnected consumers that the bank seeks to send a message.

• Reconnect : ABN AMRO today promotes its initiative as a contact and information operation more than just an advertising and self-promotional approach. The bank thus justifies its use of outdated support as a means to reach the most fragile and demonstrate its commitment to accompany them also on channels to which they are most accustomed.

PERSPECTIVE

• Cash tickets are already widely used as advertising and marketing materials, by many brands but also by banking and financial institutions.

• ABN AMRO's initiative today stands out because it does not defend an advertising ambition but is an alternative and suitable way to combat financial exclusion.

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