Abstract:

This paper is a case description of the approximately ten years old development and introduction period of the Swedish savings banks card. It gives the background, describes the planning and results and also tells about some of the specific ways in which market research has taken part. The project started with the specifications for a new system for automated cash withdrawals. The decided system was marketed in three steps. First the cash dispensers were marketed to the different savings banks. After installation followed the marketing of the card to bank customers via a test market campaign and a nation wide campaign. The project was a success. Today more than one million users make some 50 million withdrawals per year. Careful research projects throughout the process contributed to the market strategy by giving data on knowledge, attitudes and behaviour.