ING achieves a 14% acquisition rate in retail banking with AI-powered Retail Media
To
accelerate the opening of new current accounts in a competitive financial market, ING Romania partnered with Footprints AI to move beyond saturated digital channels and connect with potential customers during their daily shopping routines. By targeting high-value life stages, household profiles, and shopping objectives across Carrefour and Wolt, ING reached financially active audiences at moments of peak purchase intent, generating exceptional acquisition efficiency.
Highlights
· 14% click-to-acquisition conversion rate for new current accounts
· 1,000,000 people reached during real shopping and delivery moments
· +12.65% ROI on media investment, excluding gains from customer lifetime value
Challenge
With traditional acquisition channels saturated and CPL/CPA rising, ING needed a more efficient, higher-intent way to drive account openings. Competing for digital attention was no longer enough: they needed a context where audiences were financially engaged and ready to make decisions.
Solution
In collaboration with Footprints AI, the largest Retail Media ecosystem in Central and Eastern Europe with more than 25 million shoppers, ING launched:
· Retail Media behavioral segmentation: targeting by life stage and shopping objective, focused on urban households with medium-to-high income
· Omnichannel media placements: featured carousel on Carrefour’s website, banners in the Wolt app, and targeted email inserts
· Contextual Intelligence: reaching audiences during full-basket grocery shopping and urgent delivery orders, indicating financial planning and convenience-based decision-making
Results
High conversion efficiency
· 14% of clicks converted into new account openings
· 1 million people were reached in relevant, high-intent contexts. Strong media ROI
· +12.65% ROI measured exclusively based on media value generated versus spend
· Significant long-term customer value generated through account openings
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