Santander Business Strategy and Financial Inclusion
Strategy and business
Improving customer loyalty underpinned by the ongoing digital transformation
Loyal customers (k)
800
6% 845
Sep-20
Sep-21
Loyal / Active: 50% (+3 pp YoY)
Digital customers (k)
903 9%
980
Sep-20
Sep-21
Digital sales/total¹: 58% (+19 pp YoY)
Santander (1) YTD data.
The commercial and digital transformation process aimed at providing first class service to
customers continues to support loyalty growth (+6% YoY), both in:
▸ Loyal individuals (+4% YoY)
and in the corporate segment (+21% YoY)
The Bank continued to expand its product and service offering, as well as additional self-
service capabilities through digital channels, leveraging the change in customer behaviour
which accelerated during the pandemic:
▸ Sustained growth in digital customers, to 980 k (+9% YoY) by the end of Q3'21
▸
Digital sales represent 58% of total sales, an increase of 19 pp YoY
Mobile customers up 22% YoY
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