This is according to new research commissioned by Accenture and UniCredit - conducted by Efma - which found lenders are showing marked progress in their efforts to stick by proven retail techniques.
According to the findings, 41 per cent of institutions surveyed said they already have - or are planning to - introduce such initiatives.
It was found a high number of respondents had already adopted policies similar to those used by Best Buy, Giorgio Armani and Prenatal - which has a presence in 14 countries with 437 stores.
Piercarlo Gera, managing director of Accenture Banking Distribution and Marketing Services, said a marketing "shake-out" is on the cards for the banking industry.
"New service models, with increased focus on digital channels, including social media, are already under development or being implemented to engage with today's less loyal customers," he added.
By Claire Archer