RETAIL MERCHANDISING

Contrary to popular belief, customers conducting business at a branch won’t search out product literature in corners, vestibules or sales desks.

In most financial facilities, customers (or members) do not readily know where to go for a specific service and are often unaware of the total product offering. Proper use of merchandising can go a long way toward improving the level of information and service delivered to your customers. Messages conveyed can communicate your philosophy, services and products in the controlled environment of your own facility.

Effective merchandising can enhance interior design as it facilitates sales. Consider what merchandising can do:

• Promote your corporate identity

• Increase product awareness

• Create a stimulating environment

• Encourage staff interaction with customers

Your environment should reflect the philosophy of other successful retailers such as department and grocery stores. Your management should give prominence to selling methods, your training programs should emphasize the sales aspect of customer service and you should have a person or staff specifically designated to oversee the selling of financial services.

Retail sales concepts are applicable to all financial operations, including those with a ‘commercial-only’ orientation. Merchandising your products efficiently does not mean you have to change into a retail bank. Designing a bank with merchandising in mind means that traffic flow is paramount. Every customer presents a sales opportunity. The layout of your facility is critical to present your story while still providing efficient customer service and a reasonable staffing level.

Your designer should be able to integrate merchandising into a functional floor plan layout. Ensure your designer understands the following terms and how they will be applied to your facility:

• First impression

• Use of glass and day lighting

• Lighting

• Use of color

• On-site signage

• Layering of service levels

• Image consistency, repetitive use

• Sight lines, viewing angles, placement height

• Visual access to all services

• Waiting areas