Citibank

IPSOS RETAIL PERFORMANCE CASE STUDY“Great insightshave been gained,enabling us toprovide thewarmest customerexperience.”Kit Chow,Vice President Head of Research/Marketing, Citibank Hong KongIpsos Retail Performance34 Walker Avenue,Wolverton Mill,Milton Keynes,MK12 5TWTel +44 (0)1908 682 700Fax +44 (0)1908 682 739Email info.rp@ipsos.comthen enriched the feedback withqualitative analysis offering suggestionsand advice to overcome potential flaws.From the powerful analytics, detailswere discovered about the role of POSin bank retailing, which differs greatlyfrom that in conventional retailing.Instead of drawing attention topromotions or new product lines,in bank retailing POS re-enforcesbrand values, builds and creates awarenessof products and provides productinformation.Findings from the Ipsos researchunveiled to Citibank that the successof POS materials is achieved by aligningcontent and display type with thedemands of the location.Some key observations were madein the study, including recognition thatmerchandising materials in a bankenvironment have little scope to driveinstant sales, as there is an absenceof impulse buying in branch.The outcomeWith the insights gained from theShopper Engage research, the Citibankmarketing and advertising teams are nowable to manage internal clientexpectations better and provide targetedPOS that works best in branch.Kit Chow, Vice President Head ofResearch/Marketing, Citibank HongKong, said: “Using Shopper Engage fromIpsos was a brave and innovative trial forus, but it has proved to be worth thetime and money spent. Great insightshave been gained enabling us to providethe warmest customer experience.”About Ipsos Retail Performance Ipsos Retail Performance provides footfallmonitoring solutions, shopper tracking systems and in-store behavioural research toretailers worldwide. Its core products Shopper Count, Shopper Interact and ShopperEngage scientifically measure all aspects of a shopper experience from store entry toexit. It supplies national and international retailers with essential business metrics todrive accountability and performance improvement. You can find out more atwww.ipsos-retailperformance.com.About Ipsos Founded in France in 1975, Ipsos is the only independent marketresearch company that is controlled and managed by research professionals.In October 2011 Ipsos completed the acquisition of Synovate. The combinationforms the world’s third largest market research company.With offices in 84 countries, Ipsos has the resources to conduct research wherever inthe world our clients do business. Working both on a global scale and in local markets,our expert teams give our clients the benefit of high value-added business solutionsincluding qualitative, forecasting, modeling, market knowledge and consumer insights.Ipsos professionals deliver insightful expertise across six research specialisations:advertising, customer loyalty, marketing, media, public affairs research, and surveymanagement.Ipsos has been listed on the Paris Stock Exchange since 1999 and generated globalrevenues of €1.14 billion ($1.6 billion U.S.) in 2010.Visit www.ipsos.com to learn more about Ipsos’ offerings and capabilities.www.ipsos-retailperformance.com