merchandising guide - desjardins
TRANSCRIPT
Merchandising GuideDirection CommercialisationMarché des particuliersFédération des caisses Desjardins du Québec
November 2007
Desjardins merchandising guide
Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers2
Table of contents
Objective page 4
General principles section page 5Strategic activity page 6First impression page 7Balance page 8Material in English page 9Intellectual property page 10
Display section page 11Campaigns page 12Distribution page 13Displays page 14Height of displays page 15Triple display, different visual page 16Triple display, same visual page 17Dual display, different visual page 18Dual display, same visual page 19Display Don'ts page 20Brochures pages 21 et 22
Display section by area page 23Division of areas page 24Example of areas at the caisse/branch page 25Front page 26Windows seen from outside page 27Entrance pages 28, 29Entrance doors: Business hours signage pages 30, 31, 32, 33Automated tellers pages 34, 35, 36, 37, 38Welcome area page 39Counter services page 40Advisory services page 41Asset management page 42Waiting area page 43, 44Digital displays page 45, 46
Desjardins merchandising guide
Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers3
Table of contents (cont.)
Merchandising lead section pages 47, 48Role page 49, 50, 51
For information page 52
Desjardins merchandising guide
Direction Commercialisation /VP Marketing et développement- Marché des particuliersiers4
Purpose
To inform you about merchandising management.
To describe the rules of material display and placement in caisses/branches.
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General Principles
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A strategic activity
An extension of mass communication,
merchandising further informs consumers and motivates them to act.
It should:be part of the Fédération's marketing planmeet the caisse/branch's business objectives
The material used complies with Desjardins' advertising platform.
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It's the first impression that counts!
The layout of the material plays a key role. It must reflect the brand's attributes:
CompetenceProfessionalismExpertise
Avoid homemade set up…
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Balance
For the best results, material should be repeated.
However, avoid excess so that the main message is easily understood.
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Material in English
In Québec, the Charter of the French Language requires a ratio of 2 to 1, regardless of the support (material, sound or electronic).
French must occupy twice as much space as English.
In a bilingual display, French characters must be twice as large as English characters.
Even when there is no legal requirement, this practice extends to caisses in Ontario, which serve francophone clients.
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Intellectual property
Royalty and copyright fees are negotiated for each piece for a specific use and duration.
The caisse/branch must destroy material for which rights have not been renewed or it risks fees that vary between $500 and $5,000.
See the Expired Material section of the purchase order.
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Display
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Three campaigns
A maximum of three campaigns may run at any one time:PrimarySecondaryBlitz
A blitz takes place over a period of four to eight weeks.
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Distribution
The percentage of visibility is as follows:
Primary campaign: 50%(windows seen from outside – automated tellers –advisory services, including separate waiting room)
Secondary campaign: 35%(interior window surfaces, interior walls, waiting room, advisors' offices)
blitz: 15%(counter services, sign holder on automated tellers)
On entering, members see the priority campaign and on leaving, the secondary campaign.
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Displays
Posters are available in French and English.
Their size (20 x 30 inches) is well suited to sign holders as well as light boxes and backlit light boxes.
Sign holders must be used at all times as they reinforce the image of professionalism.
Use of reusable adhesives or any other adhesive material is prohibited.
30"
20"
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The right height
Place displays in high-traffic areas, at eye level.
For a display which is 30 inches in height, the centre and top of the display should be 60 and 75 inches from the ground, respectively.
The height must be uniform throughout the caisse/branch.
75"
60"
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Trio of sign holders
Combination of three posters in the same campaign: two with an imageand the third with text, in the centre
Example:
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Trio of sign holders
Three identical posters
Example:
Repetition helps emphasize the message and motivates members to act.
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Sign holder duo
Combination display of image and text
Example:
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Sign holder duo
Two identical posters
Example:
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Display Don'ts:
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Brochure
Closed, they measure 3 ⅝ x 8 ½ inches.
It is recommended that they besorted by family of products (each with its own colour), to make it easy for members to locate them in the display stand.
8 ½"
3 ⅝"
Family of products
Colour code
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Brochures
The colour code can be found at www.desjardins.com/identite.
Display stands, of reduced size, should especially contain brochures on products being advertised in current campaigns.
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Display by Area
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Division
Obtain a plan of the caisse/branch from the building manager to identify areas and make your job easier.
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Example
6 Entrance
7 Welcome Area
8 Waiting area –
Individuals and Asset Management services
9 Advisors' offices
5 Waiting area
3-4 Counter services
2 Tellers
1 Windows
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Front
Banners and streamers, if authorized by municipal regulation, must comply with Desjardins' platform and campaigns.
Text is brief and must be large enough to be read from a distance.
Limit the number so their effect is not diminished.
Remove them within 12 weeks at the most; after this, their effect is diminished.
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Windows seen from the outside
These are display windows: they can attract passers-by, members and non-members, to the current campaign underway.
Use displays produced or recommended by the Marketing Communications Department.
Use them together to maximize the visual effect.
Be sure to rotate them according to the merchandising schedule.
Do not display signs, letters or stickers that go against the platform: for example, the word RRSP in red, colour of the National Bank…
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Entrance
It is important to use a glass bulletin board that is locked to display community notices and to assign responsibility for this to a caisse/branch employee, who will remove expired messages each month.
To keep the area clear, no more than two magazine stands should be displayed.
Give priority to publications from Desjardins and its business partners (real estate brokers, automobile dealers).
Keep the premises clean.
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Entrance
If the entrance has two sets of doors, do not put up signs or display stands with brochures, which would impede traffic.
The area at the main doors must not be needlessly filled.
However, the Marketing Communications Department may suggest putting stickers there to advertise an extended schedule during the RRSP period or to remind members of the deadline for contributing, for example.
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Entrance – Doors – Guidelines for business hour signage
To promote caisse/branch accessibility, operating hours should be posted on its doors.
Opt for a sticker, sign holder or display stand depending on the layout of the caisse/branch and the frequency of possible changes. The choice of support reinforces the caisse/branch's image of professionalism.
Affix the sticker or other support to the caisse/branch front door without blocking the glass walls.
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Entrance – Doors – Business hours signage
Place the sticker or other support at eye level, with its centre 60 inches from the ground.
60"
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Entrance – Doors – Business hours signage
Use the following templates (7 in. x 16 in.):
Counter services only Advisory Services or combined Advisory Services and Asset Management (if same as business hours)
Counter Services, Advisory Services and Asset Management Services
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Entrance - Doors – Business hours signage
For a fee, you may customize the templates displaying business hours. For this service, please contact the MultiComm Services Department’s Multimedia andGraphic Creation and Communication team at 418-835-8444 or 1-866-835-8444, ext. 7447.
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ATMs
Automated tellers, whether they are located in the caisse/branch or off-site, must display the standard signage at all times, with logos of Desjardins Online Solutions and the Interac, PLUS, Cirrus and VISA networks.
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ATMs
Reserved exclusively for displaying the brand and networks, the lighted slot does not feature any advertising.
Display Don’t
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ATMs
No dangler or adhesives.
A sign holder is provided for publicity or information on a new ATM feature, for example. It measures 7 x 13 in. (7 x 9 in. on old models).
Sign holder7"
x 13"
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ATMs
According to security standards:
“The area in front of the automated teller which is accessible to members must be well lit and visible from a pedestrian path or from the street, or at least visible to an employee working in the automated teller environment.”
“Windows must not be obstructed by opaque items such as advertising displays, luminous boxes or other displays.”
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ATMs
If the walls near the automated tellers are fitted with sign holders, they are used for the priority campaign.
Off-site displays must also follow the merchandising schedule.
A stand displaying brochures from primary and secondary campaigns is appropriate in this area.
Avoid sign holders and digital displays above the automated tellers.
Do not use a cube with displays or a pyramid of leaflets, which are often too large…
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Welcome area
It is preferable not to display anything in this area, where the quality of human relations is crucial.
To encourage contact with members, keep a few brochures on popular topics in your drawers (user fees for services, savings, mortgage plan).
Keep the New Member’s Guide handy. You may need it!
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Counter services
This area is ideal during blitzes and peak sales periods (e.g. RRSP time, cards).
Oversized items (such as a 3-D cardboard tower with easel base) and items hanging from the ceiling block members' view and are a safety hazard: these are prohibited!
Members waiting in line should have access to holders featuring a small quantity of brochures, which display content of current campaigns.
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Advisory Services
This area must convey professionalism.
In the advisor's office:
The work area is clean and free of documents other than those necessary to the offer.
Degrees and certificates are framed in good taste.
A small amount of material to be handed out is kept in drawers.
No promotional object or accessory is visible.
Use of a sign holder for purposes of the secondary campaign is recommended.
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Asset Management
The environment is evidence of the quality and expertise of financial planners.
The material is aimed at major holders: Asset Management, Private Management, DS, Desjardins Funds, Versatile Line of Credit.
Brochures and other hand outs, which are often costly, are stored in drawers.
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Waiting areas
Showcase Desjardins publications that are directed at members:Mes finances-Ma caisseDesjardins EntreprisesPartenaires
The Revue Desjardins is mainly directed at officers and managers. It is not recommended to make it available.
Display business magazines as well as national and local newspapers.
Add trade publications or those geared towards ethnic communities, depending on your clientèle.
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Waiting areas
In the brochure holders on the table, place small quantities of three leaflets related to the current campaigns.
Ideally, use the wall display stands.
If the area contains display holders, use them for the primary campaign (advising) or the secondary campaign (current and appropriate).
The choice of material will differ in the Asset Management area.
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Digital displays
Install them where members need to wait: Advisory Services, Asset Management, ATMs
They must fit into the caisse/branch's architecture and respect the design.
Avoid screens that are too large or small in the ATM area.
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Clips
A package of clips that includes variations on major advertising campaigns of the Fédération and its subsidiaries is available from the Fédération's Graphic Services Centre.
The Graphic Services Centre can also produce custom clips depending on the caisse/branch's requirements.
These documents comply with advertising standards, copyright and usage rights.
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Merchandising Lead
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Lead
It is very important that the caisse/branch designate a merchandising person, who will set up the material.
If it an outside supplier is needed, they must comply with the existing policies and guidelines.
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Role
The lead
Presents the Guide to service centre managers and colleagues
Becomes familiar with:Annual marketing communications planMonthly merchandising schedule
Ensures that principles and standards of display are respected
Monitors merchandising in service centres
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Role
Receives the electronic purchase order and submits it to the department committee or campaign head
Selects items to be ordered
Sends the order
Takes delivery of and if applicable, verifies delivery in order to forward the material to service centres
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Role
Arranges the items in the appropriate holders and replaces them as required
Controls the quality of the external supplier's work in terms of standards and principles, where appropriate
Regularly verifies the material and each of the holders
Ensures that advisors have enough material
Applies the instructions of the Fédération and its subsidiaries and destroys expired material each month
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Contact us
For questions on:
Merchandising, please contact the Marketing Communications Department (Consumer Market)
•
Lynne Michaud 1 800 423-3276, ext. 3595 Martine Pigeon 1 866 835-8444, ext. 3656
Safety or layout, please contact a real estate advisor at your Regional Executive Division