Target Niche Markets with Enhanced Online Experience

BOSTON — How many different market segments should banks target?

How high can you count?

Banks should be slicing and dicing their customer segments and offering tailored products and services, said a pair of speakers at BAI’s Retail Delivery conference today.

Simply tailoring products to consumers, small businesses, and micro-businesses is not enough, said Nate Wehunt, director of eCommerce for Harris Bank, Chicago.

Professional services companies, retailers, and sole proprietorships each have their own banking needs, and their online banking experience should reflect their uniquness, he said. Behind the scenes, the site’s functionality remains unchanged, but customers would be able to see and feel a difference. One that might make them more likely to remain as customers.

As well, these kinds of enhanced online offerings can be a revenue generator, Wehunt said. Banks can offer basic, premium, and advanced online packages and charge for additional services, such as expedited payments.

All in all, this speaks to a greater need for customization of users’ experiences with their financial institutions.

We’re all snowflakes, you know.