The Pak Banker - - COMPANIES/BOSS -

Abu Dhabi Is­lamic Bank (ADIB) one of the top retail banks in the UAE is fully com­mit­ted to its strat­egy of be­com­ing the largest retail bank by as­sets by 2020 and in­vest­ing in both phys­i­cal and dig­i­tal in­fra­struc­ture to en­hance new cus­tomer ac­qui­si­tion, Philip King, Head of Retail Bank­ing, UAE, ADIB said in an in­ter­view. With a net­work of 88 branches, 769 ATMs and a state-of - the art mo­bile and in­ter­net bank­ing plat­forms, the bank wants to be the top choice for its core UAE na­tional cus­tomers and ma­jor ex­pa­tri­ate cus­tomer seg­ments. Retail is a key driver in the growth story of ADIB. Cur­rently the bank has the third largest retail net­work in the coun­try.

"Our cus­tomer base has grown im­mensely. With the ac­qui­si­tion Bar­clay's retail busi­ness in the UAE, the bank added 100,000 cus­tomers. In ad­di­tion we also ac­quired or­gan­i­cally an ad­di­tional 100,000 cus­tomers last year. Cur­rently our cus­tomer base is more than 850,000. The rev­enues have grown sig­nif­i­cantly last year de­spite con­cerns of tough eco­nomic en­vi­ron­ment. This year too we are con­tin­u­ing the mo­men­tum," said King.

The seam­less in­te­gra­tion of Bar­clay's retail busi­ness has helped ADIB to en­hance its reach to ex­pa­tri­ate cus­tomer seg­ments. Post-ac­qui­si­tion, ADIB man­aged to re­tain about 96 per cent of Bar­clays' UAE based retail cus­tomers.

"We have used the ac­qui­si­tion as the spring board to show that an Is­lamic bank can ap­peal across all seg­ments of the UAE pop­u­la­tion. We will al­ways be very fo­cused on our core UAE cus­tomer base but at the same time we will con­tinue to fo­cus our reach to both ex­pa­tri­ate and non-Mus­lim cus­tomer seg­ments," King said. ADIB bank cur­rently has a cus­tomer base com­pris­ing 40 per cent UAE na­tion- als and 60 per cent ex­pa­tri­ates. The bank has a strong foothold in Abu Dhabi with greater share of busi­ness com­ing from the UAE na­tion­als. In terms of mon­e­tary value (Dirham share), nearly 70 per cent ac­count for busi­ness is from UAE na­tional cus­tomers.

As part of its ef­forts to reach out to In­dian and Pak­istani ex­pa­tri­ates ADIB has launched cus­tomised prod­ucts to suit the needs of th­ese seg­ments. The bank has launched the MasterCard 'Spice Card' to com­ple­ment its tailored prod­uct of­fer­ings to Non Res­i­dent In­di­ans (NRIs) and Non Res­i­dent Pak­ista­nis (NRPs) in the UAE. The ADIB MasterCard Spice Card of­fers NRI and NRP cus­tomers a chance to save more money with a range of com­pet­i­tive of­fers and dis­counts. This in­cludes 9 per cent cash­back on all din­ing spends, 7 per cent cash­back on all su­per­mar­ket spends, 4 per cent cash­back on fuel and 1 per cent cash­back on util­ity bills.

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