Branch merchandising takes centre stage.

Publication: Europe Intelligence Wire

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COPYRIGHT 2004 Financial Times Ltd.

(From Bank Marketing International)

Branch merchandising is a major advertising medium in its own right, not just because of the sheer amount of advertising material distributed via branches but also because this is the medium where banks spell out their selling strategies in most detail and try out new initiatives. BMI looks at a new report on UK bank branch advertising between June 2001 and May 2004 based on 3,000 branch visits, published by The Lafferty Group* Merchandising is the communications channel of choice when a bank wants to increase charges or degrade the attractiveness of a product without having to issue a press release to the media. On average, UK banks (including building societies and supermarkets) generate 80 new brochures and posters a week, with over half of these issued by just 13 major players.

There are significant differences in the way UK banks and building societies advertise their products and services through their branches, in terms of the volume and timing of advertising; the range of products advertised; and the creative approach used in branch advertising.

Branch merchandising has changed, for example, its appearance in recent years as most financial companies have redesigned their literature in order to reflect new-look retail outlets.

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