Chase Bank is beating the odds to become digital-first. The J.P. Morgan-owned bank reported a double-digit percentage rise in active digital and mobile users this quarter. Here’s how the bank managed to drive digital growth despite its ties to an old legacy brand.
To begin with, Chase Bank boasts the most visited destination out of all brands tracked in Gartner L2’s Digital IQ Index: Financial Services. In addition to visibility and traffic on its site, it earns the highest rank in mobile apps in the finance category, just behind payment platforms. Still, it can be tough to break into digital and away from stigmas attached to traditional legacy brands like J.P. Morgan.
Chase is rolling out a medley of digital-meets-physical initiatives to overcome this. For example, the bank has partnered with restaurant booking company Tock to permit users to buy experiences plus perks such as coveted tables and reservation times via Chase payment methods, a service set to begin later this summer. Using experiences to attract audiences to its app taps into millennials, who despite being digital natives, prefer experiences over things. The bank is also tapping into recruitment and retention with BizMobile, a business advice hub on wheels that will be touring the nation to connect with entrepreneurs and startups. Those seeking out professional guidance can sign up on Chase Bank’s site and will be allowed to showcase their business in a pop-up outdoor space alongside BizMobile, another subtle way to marry digital and digital actions with physical incentives.
By implementing these strategies, Chase Bank was able to break out of the stigmas most old legacy brands are locked into. Brands looking to better themselves digitally can implement similar strategies to make themselves more nimble to evolving audiences.