Sumitomo Mitsui Card increases revenue through better customer experience. Top Japanese credit card company improves communication and delivers a better online experience with Adobe Marketing Cloud. Using clear metrics and reports, Adobe Analytics helps us clarify customer behavior, giving us a better idea of who is visiting and what they are looking for. Takuya Tsujimoto, Internet business group SOLUTION Adobe Analytics and Adobe Target solutions within Adobe Marketing Cloud RESULTS 14% HIGHER PARTICIPATION OPTIMIZED DESIGN Optimized web page design, increasing performance on seven KPIs and increasing campaign participation by 14% MEASURABLE INSIGHT Gained insight into customer behavior and needs using clear analytics and reporting TARGETED BANNERS Leveraged registered data and site behavior to target customers with relevant campaigns and information ATTRIBUTED ADS Determined the attributes of successful advertisements to improve conversions
Sumitomo Mitsui Card Co., Ltd. Established in 1967 Employees: 2,350 Tokyo, Japan www.smbc-card.com CHALLENGES Improve customer experience online to grow revenue and credit card transactions Develop a clear strategy for improvement Target customers with personalized experiences and marketing By using Adobe Analytics to look deeper, we can gain insight into navigation and bottlenecks that may affect the customer experience. Kaori Yamada, Internet business sectional manager, Sumitomo Mitsui Card Improving the top line Sumitomo Mitsui Card leads the credit card industry in Japan by adapting quickly to customers lifestyles through new services. In recent years, the company has focused on strengthening its top line by growing credit card transactions. Our goal is to increase usage for existing card holders while obtaining new card holders, says Takuya Tsujimoto, Internet business group manager at Sumitomo Mitsui Card. The Sumitomo Mitsui Card website has become an increasingly important part of business with online applications growing yearly. The company also uses its Vpass web portal to share important news and campaign information with card holders. Sumitomo Mitsui recognized that building a more effective website would dramatically affect its top-line revenue. The problem was that Sumitomo Mitsui didn t have a clear strategy for improvement. We developed more web pages and content in hopes of drawing people back to the website more often, but we just ended up making the site more complicated, says Kaori Yamada, Internet business sectional manager at Sumitomo Mitsui Card. It was getting harder and harder to figure out what information customers wanted, and whether customers were receiving the messages we were sending. Fact-driven improvements Sumitomo Mitsui decided to implement Adobe Analytics and Adobe Target, two solutions within Adobe Marketing Cloud. Adobe Analytics measures activities on the website, such as how customers come to the website and how they browse the site. By analyzing actions and displaying the results visually on intuitive dashboards and reports, Sumitomo Mitsui can gain insights into how customers use the site. Previously, the only information we could see was the number of page views for each page, says Yamada. By using Adobe Analytics to look deeper, we can gain insight into navigation and bottlenecks that may affect the customer experience. If customers are clicking on many pages very quickly, for example, it may indicate that people are having problems finding information. Using the Adobe Target solution, Sumitomo Mitsui performs A/B tests to quantify which types of content customers prefer. The solution also includes targeting capabilities that enable the company to optimize content by displaying relevant information based on past actions and behavior, such as whether the customer is a card holder, how many times they have visited, and what information they have looked at.
By integrating the two solutions, Sumitomo Mitsui gains a quantifiable method of identifying issues in the website and optimizing performance based on clear data rather than gut instinct. The company also appreciated the assistance from Adobe Consulting to help get the most out of its implementation. We wanted a website that not only looked good, but also performed well, says Tsujimoto. Adobe Consulting understood our business goals and helped us decide what measurements and metrics to focus on. They continued to work with us after implementation to help us achieve more effective results. Adobe Consulting understood our business goals and helped us decide what measurements and metrics to focus on. Takuya Tsujimoto, Internet business group Improving conversions on Vpass Sumitomo Mitsui first focused on the top page of Vpass, the company s portal for card holders. With assistance from Adobe Consulting, Sumitomo Mitsui began measuring activity on the site using Adobe Analytics. The company discovered that 80% of card holders log in and immediately check their online statement or view their point balance without looking at the rest of the information on the top page. Of the remaining 20%, most customers only clicked on the large banner at the top of the page. Other areas had very low click rates, with less than half of customers scrolling down to view information on the bottom half of the page. Using clear metrics and reports, Adobe Analytics helps us clarify customer behavior, giving us a better idea of who is visiting and what they are looking for, says Tsujimoto. We had designed the Vpass top page to appeal to everyone, but we discovered that card holders tend to have very specific goals instead. We had also split links into multiple areas according to topic, but we discovered that this reduced usability. Based on this insight, Sumitomo Mitsui redesigned the website to feature a single banner, helpful links collected in one area, and a news section that categorizes information according to relevant topics. The company then used Adobe Target to perform A/B testing on the new and old designs. Sometimes what we think will be an improvement ends up being a change for the worse, so we tested the performance of the new design thoroughly, says Yamada. The results for the new design were excellent, increasing performance on all seven KPIs measured. In particular, by condensing the multiple campaign banners into one, we increased campaign participation by 14%. Targeted strategies for card holders Using Adobe Target, Sumitomo Mitsui improved the appeal of the Vpass top page using targeted and personalized marketing to increase customer satisfaction. If the customer has never logged in to the Vpass page, the banner invites the customer to register. For card holders who have already logged in, the banners display promotional point campaigns or promote online services.
The targeted displays also change over time to improve relevance. Banners promoting online services, for example, only display a set number of times so that the customer does not feel pressured by unwanted services. In addition, once a customer has signed up for a campaign, the website stops displaying the banner, which increases promotional opportunities. Personalizing marketing opportunities Adobe Target also enables Sumitomo Mitsui to target customers who are not registered card holders with personalized marketing based on past actions. Customers who looked at the page describing the gold card, for example, are shown a banner inviting them to sign up for a gold card. This personalization helps to improve conversions on banners promoting new credit card enrollment. Adobe Analytics enables us to determine how customers came to our page, including which banner they used, which site they were on, and what their last touch was... All of this information is giving us great insight into our customers. Kaori Yamada, Internet business sectional Previously, we were only able to determine who people were if they logged in and provided us access to card holder information, says Yamada. Adobe Target lets us target customers based on their actions without needing login details, which makes it an essential tool for personalized marketing. In the future, we would like to link the data to internal systems and deliver campaign or reward information based on profiles describing customers tastes and usage. Improving advertisements and leads Sumitomo Mitsui uses Adobe Analytics to measure conversions across channels and optimize copy using attribution analysis. Previously, Sumitomo Mitsui relied upon measurements from other companies to determine the effectiveness of advertisements. With limited information available, Sumitomo Mitsui could not accurately attribute new credit card applications to specific ads, which made it difficult to identify patterns in successful advertisement. Adobe Analytics enables us to determine how customers came to our page, including which banner they used, which site they were on, and what their last touch was, says Yamada. We discovered that a surprising number of customers come from their bookmarks, and that many first-time customers will apply for a credit card. The patterns are also different when comparing weekends versus the work week. All of this information is giving us great insight into our customers. Using this insight, Sumitomo Mitsui optimizes advertisements. Customers who search for the keyword credit card are guided to a landing page that enables customers to compare the features of different cards. On the other hand, customers who search for keywords like shopping, travel, or miles are directed to landing pages for specific cards with complementary features. By comparing the results from different advertisements, Sumitomo Mitsui can also determine what type of content attracts customers.
SOLUTION AT A GLANCE Adobe Marketing Cloud, including the Adobe Analytics and Adobe Target solutions. Capabilities used include: Marketing reports and analytics A/B testing Rules-based targeting Expanding across the company By improving the website, Adobe Marketing Cloud greatly contributes to strengthening the top line at Sumitomo Mitsui. The data we gain from analytics is changing the way that we communicate internally, says Tsujimoto. We plan to train more people to use the tools and deliver this essential knowledge to a wider range of people, from management down to general staff. We expect that the insights gained from Adobe Marketing Cloud will be the key to further growth. For more information www.adobe.com/solutions/digital-marketing.html Adobe Systems Incorporated 345 Park Avenue San Jose, CA 95110-2704 USA www.adobe.com Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 2014 Adobe Systems Incorporated. All rights reserved. 91090877 5/14