CAM - Caja de Ahorros del Mediterráneo

The Situation

Caja de Ahorros del Mediterraneo (CAM) is one of the largest savings banks in Spain, with a nationwide network of more than 1,100 sites. To fully leverage the power of its expanded size, CAM retained John Ryan to help improve the retailing performance of the network. The project responded to three challenges:

  • A decade after implementing its last branch design, CAM’s locations had lost any semblance of consistency in look, feel and experience.
  • Changes in the bank’s business strategy created demand for a more commercially driven branch organization and layout.
  • CAM’s sponsorships – a compulsory part of a savings bank’s social welfare charter – were overtaking in-branch POS communications.

As part of the new branch solution, the John Ryan team introduced a multimedia marketing platform, displaying commercial and social welfare messages at strategic points throughout the branch. A key challenge was to enable both message types to run alongside one another without detracting from the relevance of either message.

Why Our Solution Was Selected

The John Ryan solution, which incorporated the ScreenRed Digital Marketing Platform, was selected for a number of key reasons:

  • A single player manages the three simultaneous content channels required to meet CAM’s needs.
  • Content can be updated via the web by any authorized user. Given the site-specific and multilingual nature of CAM’s social welfare communications, this fine-tuning ability was an absolute must for CAM.
  • The staffing requirement to maintain the system is minimal compared to other platforms.
  • John Ryan and ScreenRed are able to advise on best practices, and ensure the use of screen media is integrated as part of an overall retailing strategy.
Results Were Impressive
  • 49% of visitors watched the network for an average of two minutes.
  • 9% of visitors engaged with interactive content.
  • 4.2% of visitors took immediate action as a result of what they had seen, while 2.6% solicited more information, and 1.6% discussed topics with branch staff.

The system was also especially useful in managing the complex array of information related to sponsored events – many of which are localized to the district or branch level. Through a user-friendly system of web forms, CAM can play site-specific messaging with predetermined slots for local messaging, which are randomly taken from a branch-specific archive of current messages.

Based on the success of the pilot, CAM will roll out the program to 500 branches this year, with even more to follow in the future.