HSBC UK increases card usage on Amazon
HSBC is one of the world’s largest banking and financial services organizations, serving more than 40 million customers through their global businesses. In 2020, HSBC UK wanted to drive customer engagement and was seeking new ways to encourage UK customers to use their debit cards for everyday spending on Amazon.
Using the 1-Click program to help drive card adoption
1-Click ordering places Amazon customers’ orders automatically so that they can skip the shopping cart, simplifying their shopping experience.
When customers select “Buy now with 1-Click” on any product page, their order will automatically be placed using the billing and delivery information associated with their 1-Click settings. This not only enables faster checkout but also automatically puts all 1-Click purchases on to the card that they’ve chosen.
Through Amazon Advertising’s 1-Click promotions, financial services brands can help increase their card usage on Amazon by offering shoppers a promotion (e.g., $10 off at Amazon) for choosing their bank’s card as their 1-Click payment method. Customers see an immediate benefit in the form of a promotional offer, and advertisers have seen both short-term and long-term impact on card usage.
HSBC UK used this program to offer eligible customers a promotion (£10 off at Amazon) for selecting their HSBC UK debit card as their 1-Click payment method.
HSBC UK also worked with Amazon Advertising to implement a campaign strategy using a variety of display creatives to help customers discover the offer landing page on Amazon.
The campaign delivered its promotion goal
This campaign delivered 100%1 of its promotion goal for the number of customers who selected their HSBC UK debit card to be their 1-Click payment method during the three-week campaign. On average, HSBC UK customers increased the use of their HSBC UK debit card by 59% on Amazon year over year,2 resulting in two times the monthly transaction volume on Amazon in the UK.
Working with Amazon Advertising on this 1-Click promotion was really exciting. We were able to engage relevant customers. The campaign was a success both for driving promotion redemptions and increasing customer convenience when using their HSBC debit card on Amazon.– Jessica Dodson, Integrated Marketing Manager, HSBC UK
1 Amazon internal data, 2020
2 Amazon internal data, 2020