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Bank Merchandising Strategies to Increase Branch Engagement

A man in a blue button-up.
Marc Healy, executive director of retail and marketing
4 min read
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Reading Time: 4 minutes

Creating a memorable and engaging experience with a bank or credit union is more important than ever. One of the best ways is to utilize smart bank merchandising strategies that mix digital and physical elements.

These strategies can make the customer experience smoother, boost your brand’s presence, and help you better connect with banking prospects. Whether you’re looking to give your financial institution a fresh look or try out new engagement ideas, these tips will help you create a vibrant dynamic.

bank merchandising 101: an introduction

Bank merchandising is all about promoting banking products and services using a mix of materials and methods — including everything from physical items to digital tools. The main intentions of bank merchandising are to:

  • Enhance the customer experience by creating engaging environments and memorable experiences.
  • Drive brand awareness to ensure the financial institution’s brand is visible and recognizable.
  • Promote a cohesive brand identity for a consistent message across all touchpoints.

To get a sense of how to implement bank merchandising, there are a few key tactics worth discussing. Here’s how banks and credit unions are evolving their strategies to better engage with customers and members and enhance their brand presence across platforms:

  • Digital and physical merchandising: Combining digital solutions with traditional physical merchandising creates a cohesive experience. For example, a bank might display current interest rates or special loan offers on digital screens in the branch, ensuring that customers see the most up-to-date information alongside static promotional materials. At the same time, physical marketing materials, like brochures and posters, could include QR codes that customers can scan to access additional content or digital promotions at their leisure.

desk filled with element group merchandise such as green notepads and purple mug.

  • Signage and interactive displays: Eye-catching signage and interactive displays capture attention and ensure that members receive relevant information, no matter the initial reason for their visit. Interactive financial planning tools, such as retirement or budget planners, allow them to visualize financial goals more clearly and also set the stage for a productive in-person conversation with an agent.
  • Synchronizing in-branch promotions and online campaigns: Aligning in-branch promotions with online campaigns ensures a consistent message and strengthens brand presence. For example, banks and credit unions can offer digital appointment scheduling tools on their websites or mobile apps, which are promoted through physical materials in the branch. This seamless integration makes it easy for customers and members to move between digital and physical interactions, enhancing their overall experience.
  • Augmented reality and virtual reality: Enable customers and members, as well as employees, to interact with offerings in innovative ways — such as by providing a navigational street view of ATMs through your mobile app or using simulations for staff training. These technologies not only provide a unique experience but also make interactions more intuitive and informative.

top strategies for successful bank merchandising

Effective merchandising is key to making your brand memorable and keeping customers engaged. To do this, utilize a mix of strategies to make the most of promotional materials and tech investments. Here are some top tips for successful bank merchandising:

  • Understanding your target audience. Get to know your audience, specifically their preferences, habits, and needs so you can tailor marketing efforts accordingly. Do they prefer virtual or in-person interactions? Are they more responsive to personalized or generalized promotions? Those answers will help you craft a more effective marketing strategy.
  • Leveraging data for personalization. Data helps make your marketing efforts more relevant. This could mean offering customized promotions based on past behavior or sending out materials with location-specific offers.
  • Creating engaging in-branch experiences. Transform your branch into an inviting space with interactive elements that capture customers’ attention. This can include eye-catching signage, digital displays, and engaging in-branch promotions that make the financial institution more meaningful to visit in person.
  • Enhancing online presence. Your online presence should complement in-person offerings — and vice versa. Keep your website and social media pages updated with recent information, and be sure to engage with followers to foster trust and connection. Offer giveaways featuring one-on-one time with an expert and branded financial products such as planners or notebooks.
  • Offering acquisition kits for sales. Acquisition kits often include detailed brochures, product datasheets, and case studies. These materials provide sales teams with in-depth knowledge about the bank or credit union products and services, helping them to present clear and compelling information to potential clients. Equip your sales team with promotional items like branded pens, notebooks, or USB drives that can be handed out during meetings. These items not only serve as useful tools but also reinforce the brand and keep it top-of-mind for prospects.
  • Creating new hire kits for staff. Onboard your new team members with a warm welcome by including a personalized letter, welcome packet of information about their benefits, and fun company swag to promote the financial institution. This helps them feel valued and sets a positive tone for their start with the company.

must-have promotional materials for banks

Promotional materials are essential for financial institutions. From physical items like posters and brochures to digital content and social media, each type of promotional material plays a unique role in a comprehensive marketing strategy.

With each of these ideas, consider incorporating local design elements. We’ve found that employees, customers, and members appreciate seeing their community reflected in the financial institution’s offerings, reinforcing the idea that the branch is a vital part of the area.

black insulated element group mugs

Here’s a look at different promotional materials and examples of their effective usage:

  • Brochures and flyers. Brochures and flyers offer a great way to provide detailed information and immediate, eye-catching updates happening at your financial institution. Make sure to keep it clear, concise, and compelling.
  • Apparel. Banks and credit unions that invest in high-quality outerwear have historically seen a significant increase in their return on investment. However, we advise institutions to avoid using the same clothing brands as everyone else — aim for uniqueness rather than blending in with the crowd.
  • Lifestyle collections. Financial institutions are discovering the value of a comprehensive branded collection. For instance, a branded tote bag designed with compartments for a custom phone charger, notebook, water bottle, and umbrella turns into a practical, must-have accessory that showcases a theme.
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PROMOTIONAL MARKETING SAMPLES

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A man in a blue button-up.
Author
Marc Healy
executive director of retail and marketing

Often greeted by the team as “Mr. HEALY!,” with all suitable pomp, Marc is known to be a positive force of nature in the office. After graduating from Western Washington University with a degree in Business and a concentration in Finance, Marc proceeded to leap right into leadership positions. His career now spans over 35 years, with experience in marketing, sales, and finance.

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