Magazine article Marketing

Lloyds TSB to Overhaul In-Branch Environment

Magazine article Marketing

Lloyds TSB to Overhaul In-Branch Environment

Article excerpt

Lloyds TSB is to revamp the brand's 2300-strong branch network and has appointed through-the-line agencies Storm and Dutton Merrifield for the task.

The high street bank is seeking to ensure its brand image remains consistent across the network by channelling all in-branch briefs to either agency.

The appointments form part of chief executive Peter Ellwood's bid to revolutionise the bank's retail outlets. This follows a disappointing performance for the bank's retail arm in February, when it reported a 17% dip in annual profits to pounds 633m.

As the first step in this strategy, Ellwood said the bank would employ 2000 extra staff to handle enquiries to boost customer service in-branch.

The brief to both agencies is to change consumer behaviour and guide their journeys in branches. Research carried out by the bank last year showed that customers walk into branches with their heads down, without noticing in-store marketing.

Storm is tasked with creating a look for Lloyds TSB branches that pulls customers in, while Dutton Merrifield has been briefed to focus on campaigns that target customers as they leave the branches. …

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