Santander UK’s head of mobile Adrian Homer has said that the bank’s unresponsive public site is “not a brilliant journey” when accessed on a mobile device.
Speaking at The Drum’s Digital Convergence event in London today, Homer acknowledged the site’s inability to reflect consumer mobile trends, but said it is something Santander is working on.
“The mobile journey is all about letting customers access their money. Our site is quite cut down, quite clean, but basic, we delivered it three years ago and have slowly promoted it. The big thing for us this year is building a public responsive website so that customers can get an experience that works.
“The biggest challenge is that a fair chunk of visitors to our website are going to be on mobiles or tablets. Touch is a big issue and we very aware of this, so we've taken a gradual path to getting there with the site, so that when the public page is dropped it will generate a good experience,” he said.
Homer added that brands shouldn't neglect other channels of reaching customers outside the mobile world.
“We have a lot of people who visit branches, so if I'm developing a strategy for promotion I need to think about all aspects. I need to consider they might start at one point and end on another – basically I’m following them discreetly to say, ‘you got to page two of the brochure you can pick where you left on the tablet’,” he said.