The Americans at Citibank have decided to gain visibility in bigcities, with the intensive street advertising from the northernarea of Bucharest and up to Piaţa Unirii square being more thanjust a superficial campaign, a strategy based on technology andinnovation, says Luis Tomassoni, head of retail at the local branchof the financial giant.
He specifies, however, that Citi remains focused on the segmentof individuals with average and above average income.
"We are already at the stage where investments are veryapparent, from the digitised agency inaugurated in January inBăneasa, in an area with very high traffic to the move of theTimişoara branch to a new location in the central square and to acompletely remodelled and expanded agency in Constanţa, where wewill incorporate the latest technology. All this is part of acoherent distribution strategy."
For instance, the cash dispenser that allows for both lei andeuros to be withdrawn, the first of its kind on the Romanianmarket, will be available in the Calea Victoriei, Timişoara andConstanţa branches.
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