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Barclaycard

Opportunity mapping and proposition development

 

Overview

We helped Barclaycard to stand out in a commoditised payments market and create more value from its product portfolio. 

Challenge

Unlock growth by unearthing SME tensions and developing propositions to overcome them.

Solution

We needed to bring disruption to the category. Through quantitative rigour, we shifted Barclaycard from a traditional firmographic means of viewing SMEs to building a framework around the dynamics which truly drove their behaviour. 

Matching the segments to the business back-book identified priority commercial targets for growth. We immersed ourselves in these target businesses to enrich our understanding of their fundamental drivers of value. This allowed us to guide re-alignment of existing products, and underpin future NPD and experiential initiatives.

The first stage has seen development of new card propositions for distinct segments with needs around cashflow, control and expansion. We substantiated the potential of these new card propositions by demonstrating incremental potential reach versus the current portfolio.

Result

  • Barclaycard launched its Flex credit card targeted at those with occasional cashflow needs
  • Barclaycard won the Moneyfacts Group award 2017 for Best Business Card Provider

(Clear’s) ability to cut through complexity and focus on the points that really matter was invaluable. Their work was excellent from blank canvas to the actual implementation, providing critical information for strategy and product development. 

– Senior Leadership

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