Washington Trust Co. of Westerly, R.I., has printed a calendar for its customers every year for more than two decades. But this past holiday season, it decided to forgo that tradition and and use the money to print up 15,000 coupon books, with deals ranging from 15 percent off labor at M&R Electric to buy-one-get-one-free at Burger Barn.

The coupon book is more than just a thank-you to the bank's retail customers. It's also an effort by Washington Trust to drive traffic its business customers, 200 of which offer discounts in the coupon book.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.