The Future Of Branches


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Fewer people are going to branches, and doing so less often. Yet branches aren’t going away anytime soon, and they remain one of the most effective ways to grow your business. But what is the role of the branch going forward? This session looks at how your branch model needs to evolve as transactions move to alternate channels.

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  • The Future Of Branches

    2. <ul><li>16 years as a branding, advertising and marketing strategist </li></ul><ul><li>8 years engineering branded financial experiences with Weber Marketing Group </li></ul><ul><li>Over 150 different branded branch environments (90% for credit unions) </li></ul><ul><li>Publisher of The Financial Brand </li></ul>Jeffry Pilcher
    3. MYTH The future is all about technology.
    4. REALITY CHECK The future of branches hinges on strategic design.
    5. <ul><li>Today’s presentation: </li></ul><ul><li>The critical role branch design plays in shaping your brand </li></ul><ul><li>Focus on interiors – not exteriors </li></ul><ul><li>Strategies that maximize future in-branch relationships </li></ul><ul><li>How to create branded retail environments and unleash the true power of your branches </li></ul><ul><li>About the “b” word </li></ul>
    6. 10 years ago, people said branches were dead.
    7. This was supposedly going to be the murder weapon.
    8. REALITY CHECK Branches aren’t dead.
    9. REALITY CHECK 60% of members use a branch once a month or more. — Filene
    10. <ul><li>Branches represent the “public face” of your credit union </li></ul><ul><li>Member perceptions of your brand are largely shaped by branch experiences </li></ul><ul><li>Relationships, trust and loyalty are built in the branch </li></ul><ul><li>Cross-selling is most effective in-person </li></ul><ul><li>Members prefer the “personal touch” with certain transactions and problems </li></ul>The power of the branch
    11. How branches shape brand perceptions: location size design style number staff technology location size design style number staff technology
    12. <ul><li>Pick a “promising location” </li></ul><ul><li>Sign the lease </li></ul><ul><li>Base branch design on existing branches (yours or someone else’s) </li></ul><ul><li>Change out the signage </li></ul><ul><li>Tea and cookies with the mayor </li></ul>A typical branch project:
    13. REALITY CHECK People don’t like going to the bank.
    14. REALITY CHECK People like going to stores.
    15. Think like a retailer.
    17. Lattes or loans? UNCB’s Gold Cafés – circa 2006
    18. Make banking enjoyable.
    19. fortress store
    20. REALITY CHECK Security is the #1 driver of most in-branch experiences.
    21. Member Services Tellers Public Vault/Safe Back of House 457-55-5462
    22. Transactional service model
    23. Put the milk in the back of the store.
    24. Put your products/services in their path Investments Mortgages Check Write Merchandising Product/Promo Merchandising Video Merchandising Lending Accounts Online Services
    25. North Shore Greeter/Concierge
    26. transactions interactions
    27. WaMu Ocassio Branch Model
    28. Freestanding teller pods
    29. Teller pods “anchored” to a wall
    30. MYTH You don’t need 6-8 teller stations for peak rush days.
    31. REALITY CHECK You look woefully understaffed during off-peak times.
    32. Member Services Greeter Vault/Safe Back of House Tellers Lounge
    33. Dort FCU Video Tellers
    34. Walk-up tellers just like drive through
    35. Video tellers in action
    36. MYTH People need a branch on every corner.
    37. MYTH You can trust your intuition when it comes to locating your branches.
    39. unintentional deliberate
    40. REALITY CHECK Most local architects design banks based on a 25-year old model.
    41. MYTH How to create a waiting area...
    42. waiting area member lounge
    43. Bankwest Lounge (Australia)
    44. Deutsche Bank Q110 Lounge
    45. MYTH Kinecta Member Lounge
    46. Dwell zones with purpose
    47. undifferentiated distinct
    48. MYTH Typical “tech center”
    49. REALITY CHECK Tech centers are dead.
    50. Kinecta FCU “tech center”
    51. Create branded retail destinations.
    52. MYTH Lockheed FCU “Loans Center”
    53. Think in terms of zones High speed. Short, quick messages. Interaction. Overflow. Brand messages. Sales zone. Sales messages. Exposure to high-value services. Merchandising display. Transaction zone. Short, quick messages. Promotions. “ Right channeling.” Dwell zone. Immersive messages. Exterior zone. Big, bold messages.
    54. Umpqua Bank Retail Zones
    55. Umpqua Bank Retail Wall sit sip shop shop ask bank
    56. Umpqua Bank Retail Items
    57. Create brand theater.
    58. chore store
    59. Jyske Bank (Denmark)
    60. Deutsche Bank – Retail Boxes
    61. REALITY CHECK People don’t go to the bank to buy books, clothes, gifts, coffee, smoothies, etc.
    62. BNZ – Retail Packaging
    63. Red Canoe CU – Retailing
    64. Establish a retail street presence.
    65. MYTH
    66. Amplify Credit Union Storefront
    67. Red Canoe Credit Union Store
    68. Red Canoe Credit Union Store
    69. Signature architectural statements
    70. Citizens Bank Retail Window
    71. Citizens Bank Retail Window
    74. Build your brand.
    75. commoditized branded
    76. Conservative, professional
    77. Fun, passionate, casual, progressive
    78. Sophisticated, professional
    79. Brand-building wall
    80. Bold, exciting, contemporary
    81. Growing green.
    82. <ul><li>Of the 58% of financial institutions planning a facilities project, 75% are considering green initiatives </li></ul><ul><li>89% of consumers choose brands aligned with a social cause </li></ul><ul><li>8-9% decrease in operating costs </li></ul><ul><li>7.5% increase in building values </li></ul><ul><li>Design/build costs increase 2-12% </li></ul>Green branches
    84. Columbia Credit Union – LEED Gold
    85. Columbia Credit Union – Eco Tour
    86. Engineering branded branches <ul><li>Don’t just do what you’ve always done. </li></ul><ul><li>Be deliberate, strategic and intentional. </li></ul><ul><li>Think like a retailer – move from fortresses to stores. </li></ul><ul><li>Make it enjoyable. </li></ul><ul><li>Focus on interactions, not transactions. </li></ul><ul><li>Create retail destinations. </li></ul><ul><li>Make it memorable — differentiate. </li></ul><ul><li>Create brand theater. </li></ul><ul><li>Have a retail street presence. </li></ul><ul><li>Cross-sell financial products and services. </li></ul><ul><li>Build a “kit of parts.” </li></ul>
    87. Questions?
    88. [email_address]