Tarjeta Naranja S.A. is Argentina’s leading credit card company with approximately 4 million customers and is based in Córdoba, Argentina. The company, founded in 1985, also offers loan and insurance products. Tarjeta Naranja S.A. is a subsidiary of Tarjetas Regionales S.A It has 250 branches and commercial offices. The company also operates Tienda Naranja, an e-commerce marketplace where partners can sell their products, ranging across many consumer categories including fashion, cosmetics, sports, furniture and electronics.
Tarjeta Naranja is the top credit card issuer in the Argentina, with 4 million customers and 250 branches. The company, founded in 1985, also offers loans and insurance, but is expanding beyond financial products with the goal of becoming a lifestyle company. To get there, Naranja developed the Tienda Naranja e-commerce platform, available only for Naranja card holders.
Because Naranja also wanted to strengthen its existing business and retain credit card users, the company developed a new mobile card app to enhance the card holder experience. The app offers an easy way to solve all card-related customer needs, such as checking accounts, paying bills, analyzing recent consumption, applying for loans and requesting new cards.
To help communicate Naranja’s ambitious goals for expansion and sales, the company needed an engaging marketing strategy.
Working with Samsung, Naranja took steps to increase cardholder engagement and promote its transformation. The company offered Samsung smartphones on its ecommerce site with exclusive 0% financing options for its credit card customers—an unprecedented deal in Argentina. Naranja didn’t want to simply entice customers with great prices, but also give them more reasons to engage with Naranja’s brand and ecommerce marketplace. The goal was to deliver customized Samsung phones, but without manual effort and without opening phone boxes.
Knox Configure makes it painless to create and deliver the customizations. Naranja creates a profile in the web- based Knox Configure console to easily design a Naranja experience across tens of thousands of devices. When customers connect their new device to the network for the first time, the Knox Configure server recognizes the phone and automatically downloads the custom configurations.
What customers see first is the Naranja logo, enabled through Knox Configure as boot-up animation each time they restart their device. The automatic branding helps Naranja easily and cost-effectively promote Naranja’s offerings. Phones also automatically install the Naranja credit card app, displayed at a precise place on each phone, which encourages Naranja customers to get started with the new card app.
With Knox Configure, we had the means to deliver a unique and new Naranja product line without overworking our IT team.
The ability to offer a Naranja-branded Samsung smartphone to customers at extremely competitive financing terms has delivered a host of benefits from a rebranding, business expansion and sales perspective:
“We’re excited about the progress of our business transformation, seeing the surge in customers wanting to purchase consumer products like phones from us and as well, the demand in mobile transactions,” says Alsina. “We would not have met our goals without Samsung and Knox Configure.”
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