The Commerce Bank gains customers by using reverse positioning to structure its offers. It pared down its offers to just four checking accounts.

Question

Quizplus · Accepted Answer

The Commerce Bank stripped away all of what customers expected including lots of choices and peak interest rates and it reverse positioned itself as the most convenient bank in America. It was open seven days a week, including evenings until 8 p.m. You could get a debit card while you waited. And when it rained, an escort with an umbrella walked you to your car. Further, the bank offered free coffee and newspapers for customers. Not too surprisingly, despite the inferior rates and few choices, customers regularly flocked to the bank, making it an attractive target for a larger bank to buy.

The Commerce Bank Gains Customers by Using Reverse Positioning to Structure