Building a local retail strategy
A Yorkshire Building Society case study

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Page 12: Conclusion

Yorkshire Building Society recognises the importance of targeting its resources at better serving the needs of individual customers by creating more differentiation between branches, and by providing a more welcoming retail environment in which customers feel valued. This case study provides an interesting example of sophisticated marketing techniques that help an organisation to find out far more about its target market in order to provide a better, more focused service.

Yorkshire Building Society | Building a local retail strategy