The first step in the development of merchandising exhibition within the bank
In 2008 PKO Bank Polski S.A. signed a contract with PMT for the realisation of merchandising services.
Realisation of audit services was one of the first project phases, the aim of which was to create marketing oriented PKO BP branch database.
Within the rendered services, PMT employees visited every single one out of the 1250 PKO BP branches located nationwide within two weeks, collecting precious information about marketing exhibitions within the branches.
Within the conveyed audit, the number of particular client service zones, the number of individual message carriers as well as the potential of branch window have all been verified. What has been verified was also internal and external branch signage and the knowledge upon their closest surroundings has also been constructed, the knowledge comes in useful in the process of micromarketing activity conveyance.
The following constitute the most important PKO BP benefits:
- collection of knowledge regarding the exhibition status of each bank branch located nationwide,
- generation of information about the indispensable changes, for each of the branches separately,
- obtainment of knowledge about the number of carriages, work posts, branch localisations.
The audit has been conveyed by 55 PMT merchandisers nationwide. During this realization our merchandisers travelled the total distance of 30 000 km and filled in about 50 000 report pages.
The collected knowledge will help PKO BP to develop it merchandising exhibition and shall allow for more effective marketing activities undertaken at the regional level.