What is Sales and Marketing Strategy of Shinhan Financial Group Company?

Dedicated corporate teams and securities pipelines drive cash management, FX, DCM/ECM and TB/GT services; partner ecosystems and third‑party distributors extend reach for cards, payments and asset management.

• Corporate & institutional: focused relationship teams plus Shinhan Investment & Securities for IB mandates and primary placements.
• Partner marketplaces: co‑branded cards with e‑commerce/mobility platforms, airline/retail co‑ops, SOL Pay merchant acceptance and ASEAN local partners for overseas customer acquisition.
• Third‑party distributors: bancassurance, IFAs and online fund supermarkets supplement direct channels for life insurance and mutual funds.
• Market context: Korea’s card cashless penetration exceeded 90% of household consumption by 2024; Shinhan holds a top‑two share in purchase volume, lowering acquisition cost per account and improving ROE.

Co-branded launches with airlines, K-pop/K-culture tie-ins, creator-led finance education, and campus ambassador programs expanded youth and young professional cohorts; TVC bursts, OOH in transit hubs, and sponsorships sustain brand salience.

• Co-brands and creator series accelerated SOL Pay adoption among Gen Z and young professionals.
• Investor forums, wealth conferences and SME seminars convert higher-value clients for private banking and corporate banking pipelines.
• Outcomes tracked via multi-touch attribution and incrementality tests to allocate TV and digital spend efficiently.
• See market context in Competitors Landscape of Shinhan Financial Group

Gamified savings challenges in SOL, card-linked offers with geolocation, and ESG-themed products use cause marketing to engage customers; pilots with blockchain-based loyalty and tokenized fund previews generated PR and early-adopter interest.

• Gamification campaigns reported higher weekly active usage and incremental deposit behavior among participants.
• Card-linked geo offers increased spend frequency in partner merchant categories.
• ESG product promotions targeted sustainability-minded cohorts and wealth clients seeking thematic allocations.
• Blockchain and tokenization pilots served as innovation PR wins and feasibility studies for loyalty monetization.

Marketing mixes are continuously optimized using MMM and real-time attribution; CDP-driven campaigns deliver measurable uplifts in cross-sell and retention.

• 2024 generative-AI tests yielded mid-single-digit CTR gains; personalized in-app offers improved product per customer metrics.
• Always-on digital channels reduced customer acquisition cost versus TV-first launches for routine customer segments.
• Partnerships and campus programs demonstrably increased Gen Z sign-ups for SOL Pay and related services.
• Data-led segmentation supports the Shinhan Financial Group sales strategy and Shinhan digital banking strategy by enabling targeted omnichannel outreach.

Key initiatives link marketing and sales strategy to measurable outcomes, leveraging digital transformation and customer data.

• All-in-one app: central platform for retail to wealth services, boosting engagement and reducing acquisition costs.
• Targeted offers: cashback and lifestyle partnerships for younger segments to increase share of wallet.
• Corporate & wealth campaigns: global reach and advisory-led messaging for high-value clients.
• Sustainability marketing: ESG disclosures and campaigns improve corporate reputation and institutional trust.