The design of cards plays an important role for banks and credit unions, serving as an extension of their brand, a way to connect with local community, a means to visually delight cardholders – or all of the above. This is why adopting a new solution like instant issuance, which allows cardholders to visit a branch and walk out with a new or replacement card in minutes, shouldn’t mean financial institutions have to compromise on the quality of their card design. In fact, through the right technology partner, issuers can see instant issuance become an extension of their centralized issuance programs, with high print quality designs further boosting the solution’s impact.
For customers using its Card@Once® solution, CPI Card Group® offers a robust card design library – allowing financial institutions to instantly issue cards that also feature eye-catching, high quality designs. Banks or credit unions are able to select designs and images from CPI’s Card@Once library, then either issue cards with a distinct look, or offer their cardholders a selection of visual options from which to choose.
For many smaller issuers without the resources to support in-house design capabilities or pay vendors for graphics services, Card@Once can serve as a highly cost-efficient value-add. Working with CPI, financial institutions can opt for designs printed and personalized on blank white card stock or preprinted in bulk. By conveniently bringing high print quality designs into the instant issuance equation, financial institutions can unlock remarkable branding and marketing possibilities and better compete for top-of-wallet status.
Whether it’s a standard, sleek look or imagery of animals, scenery, sports and more – issuers can combine card designs and instant issuance to connect with cardholders on a more meaningful level. Furthermore, there are benefits for financial institutions that choose to offer a batch of card designs and let cardholders pick the look of their new or replacement card themselves. The simple act of empowering a customer with choice – even if only between a handful of options – can bolster engagement and the connection they feel to their newly issued card.
All in all, Card@Once’s ability to combine instant issuance and innovative design options can make for truly impactful branch marketing and branding initiatives. However, even as a baseline, the ability to equip cardholders with instant purchasing power through a visually meaningful or resonant card can help financial institutions take the branch experience to the next level. For cardholders, getting a new or replacement card at a branch instantly when they need it is already a valuable convenience. But when that same card features a striking, unique design that gives cardholders a sense of exclusivity or personality – the convenience may feel a little more like magic.
Rob Dixon is the Director, Product and Business Development at CPI Card Group