Digital first does not mean digital only: The importance of physical touchpoints in card issuance

Customers today increasingly expect services that reflect their individuality, from preferences and aesthetics to goals and values. Personalization has become a key influence in how people choose their bank, with 72% of consumers saying it shapes their decision, according to Accenture’s Banking Consumer Study 2025.

The rise of digital banking and emerging technologies has made it easy to assume that customers want seamless, screen-led experiences at every stage. But banking is still, at its core, a human relationship. Physical touchpoints continue to play a defining role in how customers form impressions and build trust with their bank.

Digital-first might have become the default mindset in banking – the focus on apps, automation and AI suggests that the best experiences are those that remove physical interaction altogether – but this overlooks a simple reality: customers are not instinctively digital, and the moments they can see, touch and experience still carry weight.

Rather than competing with digital channels, physical touchpoints can enhance them. When thoughtfully combined, physical and digital interactions create more intuitive, memorable, personalized and secure experiences from the very first engagement. As Capgemini’s World Retail Banking Report highlights, customers now expect consistent and connected experiences across all channels, with no clear distinction between digital and physical interactions.

Beyond a simple card in the post

Card issuance can be the first tangible touchpoint between bank and customer. As such, it represents an important early interaction in the relationship, with the potential to influence how a service is perceived from the outset. Blending digital convenience with personalization allows banks to shape this first interaction more deliberately, creating an experience that feels both seamless and considered

Even the initial unboxing of a new card doesn’t need to be dull or forgettable. Instead, it’s a chance for banks to deliver a unique and memorable interaction that combines physical and digital steps, known as phygital.

That expectation can start to be met before the card is even in hand. For example, customers can use AI-powered tools on a bank’s website to design a card that reflects their personal tastes. Whether uploading an image or generating one through AI, individual creativity can be transformed into a tangible product. Some customers may wish to choose sustainable alternatives, opting for cards that are made from recyclable materials, such as plastic, or a card completely derived from wood.

For banks, this goes beyond personalization alone. At a point where many onboarding journeys are increasingly similar, it offers an opportunity to create a more recognizable first interaction – linking digital design choices with a physical outcome that customers can see and use

Once a personalized card has been ordered, the unboxing and onboarding moment becomes the first physical expression of that journey. It is here that banks can reinforce a customer’s lifestyle and values and begin to deliver on the tailored experiences already promised.

Phygital unboxing experiences

Physical delivery is another opportunity to bring together tangible and digital elements in a way that feels personal and intuitive. For example, packaging can trigger app interactions as soon as the card is nearby, prompting instant activation and removing the need for manual steps. AI-driven guidance can further support onboarding through tailored, real-time instructions, making the process more seamless and engaging.

This turns packaging from a passive delivery into an interactive touchpoint, helping to increase activation rates, reduce support queries and reinforce a more innovative, customer-focused experience.

Digital offerings can push hyper-personalization to a new level once the card is received and activated. Lifestyle-linked benefits can include insurance products, memberships or perks that match how a customer actually lives and spends. If transaction data shows frequent visits to attractions such as zoos, banks can tie in relevant discounts and special offers, for example.

Experiences that feel individual

As customer expectations continue to evolve, card issuance is becoming far more than an operational task. It is an opportunity for banks to make that all important first impression, combining physical and digital elements to create experiences that feel personal and relevant. From card design and packaging to activation, phygital approaches can help banks strengthen engagement from the very outset of the relationship.

The banks that gain a competitive advantage will be those that apply these experiences with purpose. When done well, phygital card experiences can turn a simple moment of issuance into the foundation for stronger loyalty.

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