Citizens Bank

A Holistic Program
for Messaging

Applying the science of retail to build relationships

When Citizens Bank acquired several hundred branches in the Midwest, they were challenged to ensure a consistent customer experience and create a strong sense of brand continuity out of a disparate network of branch configurations.

Introducing new customers to Citizens Bank meant bridging the spirit of the brand to what was happening in branch. To achieve this, Miller Zell applied the “Science of Retail” and started with the one person that would make sense of it all – the customer.

Drawing from the cues found in retail shopping behavior, we analyzed banking trip missions through that lens and uncovered the insight that while the Citizens Bank customer may be the same person every time they come to the branch, they are not the same customer in terms of their needs. Therefore, messaging needs to be tailored for different touch points that a customer may encounter during their visit.

Working with our value engineers, we developed a flexible merchandising system that became the foundation for delivering a consistent branch experience to all footprints across their entire network.

The overlying communication strategy uses a zoned approach that ensures optimal message exposure and repetition in order to pique customer interest and prompt a conversation with a banker.

With nearly a decade of collaboration and partnership, Miller Zell is the company of record for Citizens Financial Group and continues to develop strategic design and content covering 1,300 branches annually.

What We Did

Shopper Insights & Retail Banking Strategy
Print Merchandising - Design & Copywriting
Digital Design & Production
Digital Content Management
Branch & Environmental Design
Fixture Development
Value Engineering
Project Management
Inventory Database Management
Printing & Installation