Bankowość detaliczna w stylu FMCG
Languages of publication
The article presents the phenomenon of retail banks following trends that appear in the sector of FMCG. Some specific business changes are presented here, confirming that banks are more and more closely resembling the way of doing business to FMCG companies. That is caused by the way customers think and act, for whom much more important is the opinion of other customers about a product or service than the traditional message given in the ATL form of advertising. FMCG companies recognize changes in customer needs, identify and use the mega trends such as mass access to mobile phones, which have become multifunctional, personal vehicles for communication and building relationships for customers worldwide. The author presents in the article how the banks derive business ideas from the practice and experience of FMCG companies, thus increasing the chances of generating sales and provide the revenue base.
Publication order reference