Implementation of a Non-Financial Offer in Retail Banking: A Marketing Plan–Based Case Study

ABSTRACT : The retail banking sector is undergoing a profound transformation driven by digitalization, platform-based business models, and evolving customer expectations. In response, non-financial offers have emerged as a strategic instrument to enhance customer value, promote cross-buying, and reinforce relational marketing strategies. This paper presents a qualitative case study on the implementation of a Marketing Plan for an NFO within a Portuguese retail bank. The study utilizes secondary data, participant observation, and document analysis to describe the strategic rationale, marketing framework, operationalization, and monitoring mechanisms of the NFO. Findings demonstrate that NFOs, when integrated with digital channels and credit solutions, contribute to value co-creation, improved customer experience, and increased commercial performance. The bank acts as an ecosystem orchestrator, connecting non-financial partners and retail customers through a digital platform, thus extending its value proposition beyond traditional financial products. This research highlights the importance of platform-based ecosystems in retail banking and offers practical managerial insights for banks seeking to diversify and enhance customer engagement. The study also contributes to understanding how ecosystem orchestration, cross-buying mechanisms, and service marketing principles converge through structured marketing planning.