Banks have recognized the challenge of differentiation in a very competitive market. Many have identified metallic credit cards as a creative form of physical contact with their clients, something that ceased to abound due to the leading role of the Internet, where interaction occurs through a keyboard or screen. Eye-catching designs are being used alongside the metal card novelty to elevate the positioning of the cards and their delivery. Even digital banks are using this product to improve their image and send a message to their customers.
This is the right time for financial institutions to upgrade their programs with rewards and benefits, including a metal card that increases brand positioning by enhancing product quality: there are significant short-term and long-term returns on this investment. An immediate opportunity is to attract new business through positive word of mouth marketing, since customers use the card in social settings and therefore generate demand themselves. With its elegance and simplicity alone, the metal card conveys a positive brand image without much need for marketing tools (and immediately captures the attention of millennials).
The appeal of metal cards to potential clients of a financial institution such as high-income individuals and millennials is deep and real, especially in Latin America, where there is unmet demand. Investing in a metal card program will reward the financial institution with new customers.