Case Study: Royal Bank of Scotland achieves faster launches and 20% higher mobile loan completions with Adobe Marketing Cloud

Focus on modern banking , outstanding service, and inventive marketing transforms customer experiences at leading multinational bank

RBS (Royal Bank of Scotland) was grappling with data silos, dozens of disparate content systems, slow time-to-market and low mobile conversion as it sought to modernize banking experiences and earn customer trust. To drive a data‑driven, cross‑channel marketing approach, RBS adopted Adobe Marketing Cloud — notably Adobe Experience Manager, Adobe Analytics, and Adobe Target.

Using Adobe, RBS consolidated 40 content management solutions into one platform, enabled marketers to update sites 42% faster versus the prior .NET environment, and cut time-to-market for new experiences from months to two weeks. Adobe’s analytics, testing and personalization (100+ tests per quarter and 110+ dashboards) improved cross‑channel relevance and mobile UX, boosting mobile loan application completions by 20% and reducing application times from days to minutes.

Royal Bank of Scotland

Giles Richardson

Head of Analytics