{"id":5922,"date":"2025-08-01T05:11:16","date_gmt":"2025-08-01T05:11:16","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=5922"},"modified":"2025-08-01T05:11:22","modified_gmt":"2025-08-01T05:11:22","slug":"brand-tracking-study-on-ksa-retail-banking","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/","title":{"rendered":"Redefining Loyalty in Retail Banking: Insights from Borderless Access\u2019 Brand Tracking Study in KSA\u00a0"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Far more than a digital upgrade, the retail banking sector in Saudi Arabia is undergoing a seismic shift. Driven by the ambitious Vision 2030, a young, tech-savvy population is demanding hyper-personalized, mobile-first banking experiences, fueling the rise of super apps and digital-only neo banks like STC Pay and D360.&nbsp;<\/p><\/br>\n\n\n\n<p>Banks are increasingly leveraging AI and gamification to personalize services, boost engagement, and genuinely support financial wellness. But with all this innovation comes responsibility. With AI ethics at the front and center now, novel regulations like the Saudi Personal Data Protection Law are setting new ground rules.&nbsp;&nbsp;<\/p><\/br>\n\n\n\n<p>Then there is also a steady growth in mortgage lending, buoyed by favorable demographics and financial reforms, all perfectly aligned with the country&#8217;s broader economic goals. So, what does this mean for the future of retail banking and the broader economy in Saudi Arabia?&nbsp;<\/p><\/br>\n\n\n\n<p>The latest study by Borderless Access powered by <strong>BrandKompass\u2122,<\/strong> its <strong>proprietary<a href=\"https:\/\/borderlessaccess.com\/brand-tracking-and-equity-measure\" target=\"_blank\" rel=\"noreferrer noopener\"> brand tracking\u00a0 tool<\/a> <\/strong>decodes how <strong>brand equity, emotional connection, and operational efficiency<\/strong> are emerging as the true engines of growth. Here\u2019s what business leaders need to understand\u2014and act on.\u00a0<\/p><\/br>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Research_Overview\" title=\"Research Overview&nbsp;\">Research Overview&nbsp;<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Segmenting_Loyalty\" title=\"Segmenting Loyalty&nbsp;\">Segmenting Loyalty&nbsp;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Identifying_the_Primary_Growth_Areas\" title=\"Identifying the Primary Growth Areas&nbsp;\">Identifying the Primary Growth Areas&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Every_Segment_Wants_Something_Different\" title=\"Every Segment Wants Something Different\">Every Segment Wants Something Different<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Why_Brand_Equity_Alone_Wont_be_Enough_Anymore\" title=\"Why Brand Equity Alone Won\u2019t be Enough Anymore&nbsp;\">Why Brand Equity Alone Won\u2019t be Enough Anymore&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Bridging_The_Advocacy_Gap\" title=\"Bridging The Advocacy Gap\">Bridging The Advocacy Gap<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Loyalty_Also_Depends_on_the_Range_of_Products_Used_by_Customers\" title=\"Loyalty Also Depends on the Range of Products Used by Customers&nbsp;\">Loyalty Also Depends on the Range of Products Used by Customers&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Move_Beyond_Generic_Engagement_Strategies\" title=\"Move Beyond Generic Engagement Strategies&nbsp;\">Move Beyond Generic Engagement Strategies&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#Grow_Your_Loyal_Customer_Base_with_Comprehensive_Brand_Tracking\" title=\"Grow Your Loyal Customer Base with Comprehensive Brand Tracking&nbsp;\">Grow Your Loyal Customer Base with Comprehensive Brand Tracking&nbsp;<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-research-overview-nbsp\"><span class=\"ez-toc-section\" id=\"Research_Overview\"><\/span><strong>Research Overview&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This study was conducted by <strong>Borderless Access<\/strong> using its proprietary <strong>BrandKompass\u2122<\/strong> framework\u2014a next-gen brand health tracker for measuring brand equity and affinity engineered to go beyond traditional awareness metrics and surface-level usage data.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Objective:<\/strong>&nbsp;<\/p>\n\n\n\n<p>To decode how brand equity, emotional connection, and operational performance impact consumer behavior and loyalty in Saudi Arabia\u2019s retail banking sector.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Target Group:\u00a0<\/strong><\/p><\/br>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Adults aged <strong>18 years and above<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Active banking customers<\/strong> with individual or joint accounts (6+ months)&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Had conducted banking transactions, online activity, or service interactions in the <strong>last 3 months<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Were <strong>primary or joint decision-makers<\/strong> in household banking choices. &nbsp;<br>&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-segmenting-loyalty-nbsp\" style=\"font-size:20px\"><span class=\"ez-toc-section\" id=\"Segmenting_Loyalty\"><\/span><strong>Segmenting Loyalty&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Every bank has customers. But not every bank has <em>advocates<\/em>. BrandKompass maps consumer-brand relationships into high-impact cohorts:&nbsp;<\/p><\/br>\n\n\n\n<figure style=\"font-size:18px\" class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Segment<\/strong>&nbsp;<\/td><td><strong>Who They Are<\/strong>&nbsp;<\/td><td><strong>What They Need<\/strong>&nbsp;<\/td><\/tr><tr><td><strong>Core Loyalists<\/strong>&nbsp;<\/td><td>Frequent users with high affinity&nbsp;<\/td><td>Inspiration, talent, exclusive offers&nbsp;<\/td><\/tr><tr><td><strong>Fringe Loyalists<\/strong>&nbsp;<\/td><td>Infrequent users with weak bond&nbsp;<\/td><td>Trust, advocacy, assurance&nbsp;<\/td><\/tr><tr><td><strong>Potential Loyalists<\/strong>&nbsp;<\/td><td>Non-users with emotional alignment&nbsp;<\/td><td>Visibility, social proof, frictionless onboarding&nbsp;<\/td><\/tr><tr><td><strong>Open\/Unavailable<\/strong>&nbsp;<\/td><td>Uncommitted or loyal to others&nbsp;<\/td><td>Clear differentiation, multi-channel storytelling&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-identifying-the-primary-growth-areas-nbsp\"><span class=\"ez-toc-section\" id=\"Identifying_the_Primary_Growth_Areas\"><\/span><strong>Identifying the Primary Growth Areas&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"707\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-1-1024x707.webp\" alt=\"Brand Tracking Study on Retail Banking Inner Image 1\" class=\"wp-image-5945\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-1-1024x707.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-1-300x207.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-1-768x530.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-1.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Using\u00a0 <strong>BrandKompass\u2122, <\/strong>our proprietary <a href=\"https:\/\/borderlessaccess.com\/brand-tracking\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>brand tracking framework<\/strong><\/a>, we have segmented customers of Al Rajhi, one of KSA\u2019s largest banks to identify their high-potential customer base.\u00a0\u00a0<\/p><\/br>\n\n\n\n<p><strong>Our study revealed that 68% of the customers seek <\/strong>Al Rajhi\u2019s services in some way. But <strong>only 44%<\/strong> are emotionally committed. That delta\u2014<strong>24% Fringe<\/strong>\u2014is where the brand is vulnerable and where its <strong>next wave of growth<\/strong> lies.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Key Takeaway for CXOs<\/strong>: The best growth isn\u2019t from converting strangers. It\u2019s from converting <em>believers<\/em> who haven\u2019t bought in fully yet.&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-every-segment-wants-something-different\"><span class=\"ez-toc-section\" id=\"Every_Segment_Wants_Something_Different\"><\/span><strong>Every Segment Wants Something Different<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"782\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-2-1024x782.webp\" alt=\"Brand Tracking Study on Retail Banking Inner Image 2\" class=\"wp-image-5946\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-2-1024x782.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-2-300x229.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-2-768x587.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-2-60x46.webp 60w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-2.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>&nbsp;<\/p>\n\n\n\n<p>The research unpacks what truly matters to each customer segment:&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Core Loyalists crave:<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Brand inspiration&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Humanized service&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Purpose and leadership\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><strong>Fringe Loyalists seek:<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Fraud protection&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Simple, secure services&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Peer validation\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><strong>Potential Loyalists expect:<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Seamless onboarding&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Modern UX&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Values alignment\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p>And yet, most banks continue to market with <em>generic promises<\/em> around security, service, and savings\u2014ignoring the emotional triggers that deepen engagement.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Key Takeway for CXOs<\/strong>: Map your product and messaging strategy to <strong>loyalty stages<\/strong>, not just demographics.&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-brand-equity-alone-won-t-be-enough-anymore-nbsp\"><span class=\"ez-toc-section\" id=\"Why_Brand_Equity_Alone_Wont_be_Enough_Anymore\"><\/span><strong>Why Brand Equity Alone Won\u2019t be Enough Anymore&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"734\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-3-1024x734.webp\" alt=\"Brand Tracking Study on Retail Banking Inner Image 3\" class=\"wp-image-5947\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-3-1024x734.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-3-300x215.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-3-768x551.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-3.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Many banks in KSA score well on brand trust and recall\u2014but still lag in customer share. Why? Because <strong>brand equity isn\u2019t translating into operational experience<\/strong>.&nbsp;<\/p><\/br>\n\n\n\n<p>What the study reveals:\u00a0<\/p><\/br>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Customers stay where <strong>24\/7 support<\/strong>, <strong>branch accessibility<\/strong>, and <strong>low transaction fees<\/strong> are not just promised but delivered.&nbsp;<\/li>\n\n\n\n<li>Al Rajhi, SAB, and SNB outperform not just in brand metrics\u2014but in <strong>operational reality<\/strong>.&nbsp;<\/li>\n\n\n\n<li>Banks like Riyad and Albilad, while visible, must close the <strong>trust gap<\/strong> with better employee experience and seamless service delivery.\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><strong>Key Takeaway for CXOs: <\/strong>Loyalty depends a lot on operational efficiency.\u00a0<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-bridging-the-advocacy-gap\"><span class=\"ez-toc-section\" id=\"Bridging_The_Advocacy_Gap\"><\/span><strong>Bridging The Advocacy Gap<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"663\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-4-1024x663.webp\" alt=\"Brand Tracking Study on Retail Banking Inner Image 4\" class=\"wp-image-5948\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-4-1024x663.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-4-300x194.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-4-768x497.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-4.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Our study highlights a rising trend in the retail banking sector\u2014customers can be safe with you but not inspired by you, which signals a gap in <strong>advocacy and emotional storytelling<\/strong>.&nbsp;&nbsp;<\/p><\/br>\n\n\n\n<p>According to our brand awareness tracker, Al Rajhi\u2019s performance among Core Loyalists is strong\u2014but cracks appear when you zoom in:&nbsp;<\/p><\/br>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>High scores on trustworthiness and fraud protection&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li><strong>Low scores on recommendation and inspirational brand identity.&nbsp;<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>If you are<strong> trusted and not loved, it can<\/strong> stunt organic advocacy and emotional stickiness, something critical in the retail banking sector.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Key Takeaway for CXOs: <\/strong>A bank\u2019s core loyalist customer base should recommend its services to maintain and expand its share of loyal customers.&nbsp;&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-loyalty-also-depends-on-the-range-of-products-used-by-customers-nbsp\"><span class=\"ez-toc-section\" id=\"Loyalty_Also_Depends_on_the_Range_of_Products_Used_by_Customers\"><\/span><strong>Loyalty Also Depends on the Range of Products Used by Customers<\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"716\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-5-1024x716.webp\" alt=\"Brand Tracking Study on Retail Banking Inner Image 5\" class=\"wp-image-5949\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-5-1024x716.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-5-300x210.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-5-768x537.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-5.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>A deeper dive into Al Rajhi\u2019s Core Loyalists reveal they engage across a wider range of products\u2014credit cards, investment accounts, digital wallets\u2014whereas Fringe Loyalists often have only a single relationship (e.g., credit card).&nbsp;<\/p><\/br>\n\n\n\n<p>This matters because <strong>multi-product users churn less and refer more<\/strong>.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Key Takeaways for CXOs: Use behavioral segmentation to drive cross-sell strategy<\/strong>\u2014but only after emotional trust is earned.&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-move-beyond-generic-engagement-strategies-nbsp\"><span class=\"ez-toc-section\" id=\"Move_Beyond_Generic_Engagement_Strategies\"><\/span><strong>Move Beyond Generic Engagement Strategies&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"605\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-6-1024x605.webp\" alt=\"Brand Tracking Study on Retail Banking Inner Image 6\" class=\"wp-image-5950\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-6-1024x605.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-6-300x177.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-6-768x454.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/07\/Brand-tracking-study-on-retail-banking-ksa-inner-image-6.webp 1250w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The notion that a single message or channel can effectively reach everyone is simply outdated in nearly every industry today. It\u2019s time the retail banking industry took note of this fact. True engagement demands a more nuanced approach, one that recognizes the distinct characteristics and preferences of different customer segments.&nbsp;<\/p><\/br>\n\n\n\n<p><strong>Core Loyalists<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Best reached via digital platforms and personalized campaigns.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Respond to emotionally intelligent content and brand-led storytelling.\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><strong>Fringe Loyalists<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Need visibility through <strong>social media<\/strong>, <strong>OOH<\/strong>, and <strong>reputation-building<\/strong>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Trust friends and family more than ads.\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><strong>Potential Loyalists<\/strong>&nbsp;<\/p>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Are younger, digitally fluent, and expect a frictionless path to onboarding.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul style=\"font-size:18px\" class=\"wp-block-list\">\n<li>Use peer reviews, influencer content, and platform integration to evaluate options.\u00a0<\/li><\/br>\n<\/ul>\n\n\n\n<p><strong>Key Takeaways for CXOs:<\/strong> Build media plans that <strong>mirror mindset<\/strong>, not just media consumption.&nbsp;<\/p><\/br>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-grow-your-loyal-customer-base-with-comprehensive-brand-tracking-nbsp\"><span class=\"ez-toc-section\" id=\"Grow_Your_Loyal_Customer_Base_with_Comprehensive_Brand_Tracking\"><\/span><strong>Grow Your Loyal Customer Base with Comprehensive <\/strong><strong>Brand Tracking<\/strong>&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In a country where 70% of the population is under 35, where digital is default, and where every brand promises security and convenience\u2014<strong>emotional affinity is the last real differentiator.<\/strong>&nbsp;<\/p><\/br>\n\n\n\n<p>This study shows that <strong>loyalty is measurable, segmentable, and absolutely actionable<\/strong>.&nbsp; The future of banking isn\u2019t digital-first or branch-first. It\u2019s <strong>customer-first\u2014and context-led<\/strong>. The banks that act now will own the future of retail banking in KSA.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Far more than a digital upgrade, the retail banking sector in Saudi Arabia is undergoing a seismic shift. Driven by the ambitious Vision 2030, a young, tech-savvy population is demanding hyper-personalized, mobile-first banking experiences, fueling the rise of super apps and digital-only neo banks like STC Pay and D360.&nbsp; Banks are increasingly leveraging AI and gamification to personalize services, boost engagement, and genuinely support financial wellness. But with all this innovation comes responsibility. With AI ethics at the front and center now, novel regulations like the Saudi Personal Data Protection Law are setting new ground rules.&nbsp;&nbsp; Then there is also&#8230;<\/p>\n","protected":false},"author":21,"featured_media":5943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-5922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Borderless Access Brand Tracking Study on Retail Banking KSA<\/title>\n<meta name=\"description\" content=\"Discover market research insights from our latest brand tracking study on KSA retail banking\u2014revealing how emotion, trust, and digital CX shape loyalty and growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redefining Loyalty in Retail Banking: Insights from Borderless Access\u2019 Brand Tracking Study in KSA\u00a0\" \/>\n<meta property=\"og:description\" content=\"Discover market research insights from our latest brand tracking study on KSA retail banking\u2014revealing how emotion, trust, and digital CX shape loyalty and growth.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-01T05:11:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-01T05:11:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2025\/08\/KSA-Blog-OG-Image.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"418\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/\",\"name\":\"Borderless Access Brand Tracking Study on Retail Banking KSA\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2025-08-01T05:11:16+00:00\",\"dateModified\":\"2025-08-01T05:11:22+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"Discover market research insights from our latest brand tracking study on KSA retail banking\u2014revealing how emotion, trust, and digital CX shape loyalty and growth.\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/brand-tracking-study-on-ksa-retail-banking\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Redefining Loyalty in Retail Banking: Insights from Borderless Access\u2019 Brand Tracking Study in KSA\u00a0\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/\",\"name\":\"Market Research Insights - Borderless Access Blog\",\"description\":\"Gain fresh perspectives and insights on global trends for your business growth. 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