Truist Financial Corporation
(Formerly SunTrust Bank)
Truist is one of the nation’s largest financial holding companies. Through its banking subsidiaries, the company provides deposit, credit, trust, and investment services to a broad range of retail, business, and institutional clients.
Over a number of years, SunTrust aggressively pursued market share growth through a series of acquisitions. Each acquisition occasioned a re-branding process for acquired banks, and all subsequent marketing campaigns needed to include new branches in point-of-purchase promotions.
This posed a huge challenge for the Truist marketing team: each group of newly acquired banks had pre-existing point-of-purchase hardware. Since Truist did not have a comprehensive, accurate picture of the POP hardware in each branch, POP print quantities had to accommodate all hardware types possible for every branch, requiring costly print overruns. Print overruns represented 30% of total POP print expense.
After each new promotion, the marketing team was inundated with calls from branches requesting additional/replacement POP materials to match branch-specific hardware configurations, which then had to be pulled and shipped individually. This cost additional time, extra shipping charges, and created increased frustration both for branches and the marketing team.
Prior to SunTrust becoming Truist, All Points surveyed all SunTrust branches, collecting POP hardware specifics for each branch, which were entered into a database developed and maintained by All Points. In addition, All Points established a new customer service line enabling branches to update their POP information on an ongoing basis.
All Points now delivers precisely calibrated POP print quantities for every fixture type in support of Truist regional and systemwide campaigns.
Each branch receives exactly what they need, on time and at a great savings to Truist, without the headaches. All Points significantly impacted Truist’s bottom line by: