The banking group is close to completing a 'semantic' web platform, which has been in development for the past two years. This will enable it to tailor specific web pages to best cater for the needs of individual customers and to target them with relevant information.
The system will be rolled out across the RBS and NatWest sites and is part of a wider effort to improve customer acquisition and strengthen relationships with existing customers.
Separately, RBS has announced that it plans to shed a further 2600 jobs across its insurance and retail banking divisions. The group has blamed the decision on EU regulators, which have ordered it to sell off parts of its business.
Last September RBS appointed US brand strategy consultancy Lippincott to help repair consumer confidence in its portfolio of brands, the reputation of which has been damaged during the banking crisis.
RBS was not available for comment as Marketing went to press.
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