KB Bank wants a place in your shopping cart

It is expanding offers through e-commerce platforms and Korean beauty clinics.

Indonesia’s PT Bank KB Indonesia Tbk (KB Bank) is expanding card benefits and refining its digital services to retain customers as shoppers increasingly compare financial products on their phones.

“The loyalty is no longer to the brand or the bank,” Harryanto Pramono, retail banking director at KB Bank, told Asian Banking & Finance. “Customers are looking for the best pricing, the best accessibility, and they can compare services instantly on their phones.”

KB Bank is expanding card promotions across e-commerce and retail channels while exploring lifestyle-oriented initiatives designed to engage younger consumers. The approach reflects an effort to connect banking benefits with customers’ broader spending habits and everyday experiences.

The lender plans to help customers arrange consultations at clinics in Seoul through channels linked to parent KB Financial Group.

Its cards are also expected to offer discounts and cashback at Korean clinics and cosmetics retailers.

KB Bank is refining its KBstar digital platform. Older customers tend to value personal relationships, whilst younger consumers prefer digital access, Harryanto said.

The bank is also working with KB Financial Group entities in Indonesia, including KB Valbury Sekuritas, KB Finansia Multi Finance (Kreditplus) and KB Asset Management, to encourage customers to use more services, from deposits and mortgages to car loans, securities and business credit.

Customers who hold only savings accounts or deposits are more likely to switch banks, Harryanto said. Those using several products have more reason to weigh the full range of services they receive rather than compare interest rates alone.

KB Bank prohibits staff from pushing products or reselling them inappropriately. It has strengthened internal checks and formed a risk control unit to oversee branch sales by trained and certified staff.

“We are not only prioritising margin, but also the safety and comfort of customers,” Harryanto said in an interview.

Three months into the role, Harryanto has revised staff performance measures, product programmes and incentives. He said he wants employees to work out of conviction rather than for salary alone.