Enabling Barclays to reduce branch marketing material costs

Background With over 1700 branches and no process of assessing current in-branch promotions, Barclays’ marketing material was mass produced and often sent in the wrong size for the available space. Branch managers had complete control over the materials they displayed in their branches, marketing material sent to branches was displayed without any consistent logic and the distribution database was not showing a true picture of what was currently displayed in each branch. Problems with Barclays’ Old System No complete profile of all branches Existing branch plans were incomplete and out of date No merchandising mechanism in place No fixture plans Zoning of branches done manually Zone position dependant on out-of-date data Branches had individual control over types of posters displayed Promotion materials database stored on spreadsheets and edited manually Branches cold swap posters Posters were printed in incorrect quantities and sizes Materials sent to branches were not always displayed The above diagram shows Barclays' position after the introduction of Retail FOCUS. Changes are centrally authorized and distribution is accurate. "Retail FOCUS tells us what type of customers each branch has". Hayley Holland, Senior Manager Retail FOCUS Benefits Production cost savings Greater Marketing Control. Marketing material is now created using user-based merchandising data. Greater Efficiency. Branches are sent only what they need to display. Barclays' Future Retail FOCUS Plans The benefits of Retail FOCUS will not stop here. There are plans to further develop the system to meet Barclays' growing needs. It is intended that... Users will be able to view and query data to their requirements Retail FOCUS will be linked to sales data to help Barclays identify what is performing well, when and where Retail FOCUS will be used as a visual merchandising communication tool

Delivering Monthly individual branch plans was a key priority for Barclays executives The above diagram shows Barclays' situation before the introduction of Retail FOCUS. The external force represents the Branch Managers and shows the control they had over influencing the information held in the distribution database. "This has enabled us to analyse competition as we can use the system to move up and down the street". Hayley Holland, Senior Manager Project Requirements Barclays chose Retail FOCUS to enable them to: Reduce costs Run in parallel with the EDMS system used by Group Property Services Handle Merchandising and Marketing information Provide report functionality Reduce the amount of manual data capture and input Retail FOCUS Product Features Intelligent icons enable zone changes and automatically calculate the number of units in the new zones User-defined intelligence allows for rules such as not allowing the placement of a chair on top of a table or a poster where one already exists Monthly reports identify the marketing material to be sent to each branch Branch-specific plans identify poster location Functionality to group branches into regions Functionality to change promotional calendar to suit branch location requirements To date Retail FOCUS has assisted Barclays with storing "Welcome Wall" information such as height, width and location. Each branch now has a plan and users are able to store photos of the front and inside of branches. Through the use of a mouse, users can move 360 degrees around the store and up and down the street. Retail FOCUS allows Barclays to reduce costs & deliver the right message to the right consumers in the right branch. Retail FOCUS will be used as a communication training tool for branch managers. A training module will be developed for branch managers to teach the importance of the system and why it is of benefit to Barclays Users now have the ability to identify the number of units in a branch and reposition those units – using a 3D view of each branch – to determine the best layout.