Citi aims to be the leading digital bank in the Philippines 
The country's leading foreign bank continues its aggressive bid to be the number one digital bank in the country with the launch of new digital partnerships, products, and services.
Citi Philippines latest digital innovation comes in the form of online credit cars application and approval program, a first in the Philippines.
"Clients can expect to get credit approval online. After they completed the simplified application form and submit digitized copies of required documents" said David Stoughton - Director for Credit Payment Products.
" We were one of the forst banks to launch an online presence and also one of the pioneers in attracting customers through our website, At that time, we were only capturing theiQqq online when they apply, but the qprocessing still takes place offline including credit review. with this latest service, we are excited to break new ground for the industry and deliver another innovation for the Filipino consumer " recalled Stoughton.
Apply Online and Get Digital Rewards
"This is a game changer as we continue to look at our products and services, and accelerate digitization to deliver remarkable client experiences," said Stoughton
Clients Applying online will know if she/he is qualified for a CITI credit card in just minutes. The approval process is so quick and easy.
Citi is known for giving out rewards for every successful application. now that they've gone digital, so is their rewards!
Starting now, completed application done online will automatically receive a voucher from Auntie Anne's (pretzels and iced tea) And upon approval, clients who are getting their first Citi credit card and make php20,000 or more within 60days are eligible to get a Fitbit Charge2 fitness wristband.
Partnerships with Leading Digital Retailers
Just recently, Citi partnered with Amazon.
The Philippines, next to Thailand where the only credit card holders will be able to use their rewards points to pay for purchases at Amazon.Com
On average, Citi announced a new digital innivation in the last 12months
across Asia.
Some if these includes Alipay, WeChat in China and Line in Thailand and Taiwan. Also the bank formed a digital credit card partnership with AirBnb and Uber in various countries. The Bank's social media following grew fron 3million to over 10 million during 2016.
Here in the Philippines, its regional digital partners include Booky, Zennya, Lazada, and Grab to name a few.
Citi’s ongoing promotions with leading travel sites including Asiatravel (grab 12% off on hotel bookings until June 30, 2017); Agoda (get 10% off on hotel accommodations year-long); Expedia (enjoy 8% off until October 2017); and Airbnb (on first stay, get P1,800 off until November 15, 2017).
Beyond travel, expect to also enjoy exclusive discounts when shopping online with Citi credit cards.
15% off at POBox.ph (until March 31, 2017)
and Shipping Cart (for air and shipping fees until July 31)
12% off at Zalora year long
10% off at Galleon.ph until July 31
Island Rose extends 10% off year long
Banking on a Digital Future
“Our Consumer Bank business in Asia draws some 20 million visits to our online properties every month and between 90 to 95% of all transactions already happens outside a branch,” Stoughton. He added that regional figures show one out of every four new credit card accounts acquired comes from digital sources and over 50% of clients are actively using digital banking channels, up from 30% three years ago.
Over the past five years, traffic in Citi branches across Asia has declined 50% as digital transactions grew over 100%. While digital banking is not completely replacing the branch experience, the nature of branch interactions is changing, and Citi’s strategy is now aimed at a combination of bricks and clicks.
“In our drive to digital, we have also become the credit card brand that online and mobile retailers prefer. This initiative presents a bright outlook in a country which greatly embraces the growth of online shopping and lifestyle,” added Stoughton.
Over the last year, Citi launched the newly-refreshed Citi Mobile App in Asia featuring easy-to-use functionality and interfaces such as Snapshot and Touch ID which has seen over 2m million downloads to-date. The bank also was the first to launch Voice Biometrics across the region which has since received more than 700,000 sign-ups from customers with over 1m clients consenting.
“We are focused on becoming the world’s leading digital bank, and we will continue to leverage on our global network for strategic partnerships even as we develop and deliver digital products and services,” said Stoughton.
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