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Transforming Banc Sabadell's Image at the POS: Merchanservis' Major National Visual Merchandising Campaign

23/07/2024

Banc Sabadell, a leading financial institution in Spain, is recognised for its wide array of banking services and significant market influence. To stay at the forefront of innovation and maintain high customer satisfaction, Banc Sabadell frequently updates its brand image, ensuring alignment with its communication strategy.

In January 2024, EFMP Spanish partner Merchanservis (Grupo A) was appointed to lead Banc Sabadell’s national visual merchandising campaign. Previously handling only the Catalonia region, Merchanservis' responsibilities were expanded to include the entire country. This marked the start of an important project aimed at revitalising Banc Sabadell's brand image across all its offices.

The Mission: Updating the Brand Image

The task involved updating the brand image at every Banc Sabadell branch in Spain, ensuring consistency and quality at each customer interaction point. This extensive effort was essential for maintaining the bank's strategic communication and market presence.

The Execution: Efficient and Timely Deployment

The campaign commenced on June 17th and was completed by the end of the month. Within this period, Merchanservis successfully updated the vinyl signage in all Banc Sabadell offices across Spain in just two weeks. This rapid and precise implementation resulted in a refreshed brand image that accurately represented Banc Sabadell.

Prometeus: The Power of Data Analytics

The project’s success was significantly supported by Prometeus, a data analytics tool developed by MS Group. Prometeus contributed by:

Efficient Planning: Real-time data enabled Merchanservis to plan and coordinate updates effectively, minimising disruptions to Banc Sabadell's daily operations.

Real-Time Monitoring: The tool allowed continuous monitoring of the campaign’s progress, ensuring each office met the required quality standards.

Resource Optimisation: Insights from Prometeus helped optimise the use of resources, reducing costs and improving the campaign's efficiency.

The Next Phase: Continuing the Transformation

Following the successful first phase, preparations are in place for the next series of updates, beginning on July 27th. Merchanservis is committed to ensuring that each Banc Sabadell office consistently reflects the brand’s renewed image.

A Milestone in Trade Marketing

Merchanservis' initial national campaign for Banc Sabadell has demonstrated the value of technology and data analytics in managing extensive trade marketing projects. With Prometeus as a key tool, Merchanservis continues to innovate and enhance the quality of its services. The anticipation is high for the next phase of this campaign and the ongoing transformation of Banc Sabadell’s brand image.

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