Abbey National gets a very heavy demand on its e-business servers at 7.59pm each day due to the success of its digital TV online banking service, launched this May.
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"It is just after Coronation Street," said Ambrose McGinn, Abbey National's retail e-commerce and strategic development director. "The second busiest time is between 9am and 10am on Sunday morning when we get a huge response for call-back and brochures."
Since May, Abbey National has had 450,000 e-banking registrations via digital TV. The medium now represents 10% of the company's overall e-commerce transactions.
McGinn said he has had a 2% unprompted purchase response to 300,000 site visits, and a 40% response to an outbound e-mail campaign. In addition, the average account holder has 1.8 products whereas Internet users average 3.5 products.
On future plans, he said, "We will be on all channels - we are rolling out onto Wap in two weeks with Orange - but we'll focus on digital TV."