Barclaycard – Sliding our way into a greater share of the future
Principal Authors: Nicoletta Vita and Henrietta Probert – BBH
Contributing Authors: Richard Collins – Barclaycard; Richard Evans – Walker Media; Elaine Miller – Dare Digital; Rhys Jones – Data2Decisions
In the late 1990s, a new set of competitors changed the dynamic of the market, leaving Barclaycard's original communications model outdated. By 2005 Barclaycard was suffering a decline in volume transactions, market share and share of new customer acquisition. In response Barclaycard radically changed the core brand proposition and used communications to engage with a new generation...