New Fintech brand disrupts retail payments sector
Refinery were asked by ClearPay to design and launch a new brand in retail payments, to appeal to Millennial consumers of key retail verticals; fast fashion, beauty and jewellery.
The ClearPay brand was positioned to reflect key findings from a comprehensive UK insight study which found that Millennials were being underserved by retail point of sale finance.
The insight showed that a new form of retail finance with simple and transparent features, with which Millennials could transact and control via their smartphone, would fill this gap.
ClearPay is a first to UK market offer, enabling retail customers to split the cost of their purchase into 3 interest-free monthly payments online and in store, controlled by mobile app.
Refinery created a new brand mark and a visual tone of voice to reflect the attributes of the new product and position the brand to appeal to 3 distinct audiences; Millennials, the Retail Community and Investors.
Global research and competitor analysis in the UK was undertaken to influence the design of the brand and make sure it was relevant to the audiences, prominent in the relevant vertical markets, and authoritative in message.
Brand application and execution:
The brand mark and tone of voice was applied to a wide range of digital assets led by a mobile first strategy, including:
- Transactional customer journey
- Ecommerce integration assets and screens
- Retailer portal
- Customer portal
- Mobile app
- Marketing website
- Social media channels
- Digital customer service and data-driven marketing campaigns
- Video marketing campaigns
- Case Studies
A market-leading online user interface was designed and applied throughout, to create a frictionless superior customer journey.
Retailer brand building and lead generation:
Refinery created B2B marketing campaigns and sales support material, targeting retailers in key vertical markets, to generate sales leads and build key relationships with enterprise scale retailers and smaller category specialists.
Data-driven lead generation campaigns across advertising, email, direct mail, paid search, SEO and social were developed and executed in a strategic partnership with Retail Week.
A ‘White Paper’ was created together with thought leadership content across all channels.
End customer brand building and communications campaigns:
A customer service and programmatic marketing contact strategy was created and executed across digital channels, including a customer mobile app. This was supported with advertising, video content, PR and social campaigns across Instagram, Facebook and Twitter, together with a Trust Pilot customer review program.
Since we began working with ClearPay two years ago, we’ve helped to grow our partner into one of the UK’s leading challenger fintech brands. The company has now established more than 100 retailer partnerships, a growing user and fan-base and the company has recently been purchased by an emerging global competitor, 6 months after launch. Retailers that partner with ClearPay are showing significant growth in average transaction values and converting more shoppers into customers. Typical reports show average order values up by 55%.