How they describe themselves: redy was developed by Bendigo and Adelaide Bank (‘Bendigo’) and its wholly owned subsidiary Community Telco Australia. Bendigo is Australia’s fifth biggest bank and the only one headquartered outside a capital city. It is renowned for Community Bank®, which enables local communities to own and operate a Bendigo Bank franchise. These communities have contributed $125M in profits to local projects and charities. Bendigo’s retail arm, Bendigo Bank, is Australia’s favourite business bank and most recommended personal bank by its customers. Bendigo is rapidly growing its agribusiness banking and runs large wealth management and wholesale mortgages businesses.
How they describe their product/innovation: redy is a mobile payments platform that enables customers to transact with registered redy businesses, but it is more than just a way to pay. Each purchase earns a percentage of the transaction value – ‘Creds’ (a virtual currency) – which can be redeemed for personal use or donated to community projects or charities. Consumers can also complete direct mobile donations from redy simply by scanning the code in the charities or projects’ marketing material. redy connects shoppers and businesses to causes that are important to them and is therefore a marketing tool to encourage local buying.
Product distribution strategy: Direct to Consumer (B2C), Direct to Business (B2B)