ING Bank Success Story: How Footprints AI Delivered 14% Acquisition Rate and ROI Through Daily Shopping Journeys

ING Achieves 14% Acquisition Rate for Retail Banking with AI-DrivenRetail Media

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To accelerate new current account openings 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 journeys. By targeting high-value life stages, household profiles, and shopping missions at Carrefour and Wolt, ING reached financially active audiences at moments of peak intent - driving exceptional acquisition efficiency.

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Key Highlights

· 14% click-to-acquisition conversion rate for new current accounts

· 1,000,000 individuals reached during real shopping and delivery moments

· +12.65% ROI on media spend, excluding lifetime customer value gains

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Challenge

‍With traditional acquisition channels overcrowded and CPL/CPA rising, ING needed a more efficient, high-intent way to drive account openings. Competing for digital attention was no longer enough - they needed a context where audiences were financially engaged and decision-ready.

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Solution

‍Partnering with Footprints AI, the largest retail media ecosystem in CEE with over 25 million shoppers, ING activated:

· Retail Behavioral Targeting - Life stage and shopping mission segmentation, targeting urban, mid-to-high income households

· Omnichannel Media Placements - Carrefour website hero carousel, Wolt app banners, and targeted email inserts

· ContextualIntelligence - Reaching audiences during full basket grocery trips and express delivery orders, signaling financial planning and convenience-driven decision-making