Building the Customer Lifecycle Behind a Prepaid Debit Card
The CINQ by Coinstar Debit Card was the company’s first real step beyond the kiosk, asking customers to trust a company they only knew for counting coins with something entirely new: a digital card. Research showed customers would follow Coinstar into digital banking, with high brand awareness and permission to transition online. But permission only opened the door. Coinstar still had to turn a yearly kiosk visit into a regular digital habit.
A kiosk visit is typically a one-and-done transaction, meaning staying in touch afterward had never been part of Coinstar’s model. In contrast, CINQ by Coinstar was built for repeat loads and spending. We had to build this new lifecycle marketing engine from the ground up.
Solution
We began with audience and messaging research, then built a pressure-tested matrix of compliant language so CINQ by Coinstar stood out in a category crowded with digital banks making identical promises. Mother Bear helps Coinstar effectively communicate with their customers through multiple touchpoints: Top of funnel campaign, Welcome email series, New customer bonus campaign, Retargeting campaigns, Campaign landing pages
The Results
CINQ by Coinstar is moving customers from occasional visits toward a lasting relationship with Coinstar, beating benchmarks across the funnel.
- Two-round lifecycle email program: an introductory product education series, then a new-customer bonus flow, generated a combined conversion rate of 2.6%
- Retargeting across two audiences, one to complete signups and one to drive reloads generated 8.2% CVR.
“Mother Bear helped demonstrate that launching CINQ by Coinstar was only the start. They built the lifecycle approach that now turns a signup into an engaged customer – starting a conversation with the people we serve that didn’t exist before.”
– Kathryn D, Head of Marketing, Coinstar.
