Engaging ‘mobile-only’ members

Credit union leverages mobile notifications and alerts to connect with users on the go.

SAFE Credit Union is connecting with its “mobile-only members” to remind them to optimize their cash-back rewards, to offer prizes at ballgames and to issue other alerts and offers on the device that comes with them everywhere they go.

Mobile access is popular among SAFE CU’s 235,000 members, says Danielle Juarez, AVP/digital banking strategy and innovation for the $2.8 billion Folsom, California, credit union. Of the 150,000 members who are digital-only, about 70% engage primarily through their mobile devices, and 50% rely on mobile exclusively.

So it stands to reason that communicating with members via their favorite channel will enhance results. When SAFE CU sent a reminder through its mobile app for members to select their quarterly bonus category to earn 5% cash back on credit card purchases, the response increased 30% over the previous quarter, Juarez notes.

Another mobile promotion connects with baseball fans who attend Sacramento River Cats games. As members arrive at the Class AAA team’s Raley Field, they receive a notification that every purchase they make at the ballpark with their SAFE CU debit or credit cards will enter them in a drawing for prizes like River Cats or San Francisco Giants tickets, autographed baseballs and on-field batting practice.

 

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