Bank One Retail Marketing Group had identified regional banking centers nationwide that were to be converted into a “sales only” configuration. Marketing recommendations were needed on how to implement the conversion, messaging content and ways to monitor customer preferences and awareness during the transition.

c h a l l e n g e
The need to retain the existing customer base in the specified regions by offsetting the inconvenience of temporary closings, with a focused message of service refinements, extended hours and additional conveniences after the reconfiguration. The strategy had to provide an integrated campaign that focused on relationship building and transfer of information.

s o l u t i o n
A strategic direction was provided that included the promise of convenience to the customer base. Integrated merchandising messaging systems were created for each region that would engage, guide and inform. Additional strategies were provided that included nationwide merchandising audits, consumer focus groups and secondary research analysis before and after reconfiguration.

r e s u l t s
The anticipation of customer needs, consistent messaging and field research provided the Retail Marketing Group with documented customer loyalty and awareness. The reconfiguration was system wide and through regional audits, the success was confirmed along with additional opportunities.