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<ul><li>16 years  as a branding, advertising and marketing strategist </li></ul><ul><li>8 years engineering  branded finan...
MYTH The future is all about  technology.
REALITY CHECK The future of  branches hinges on  strategic design.
<ul><li>Today’s presentation: </li></ul><ul><li>The critical role  branch design  plays  in shaping your brand </li></ul><...
10 years ago, people said  branches were dead.
This was supposedly going to be  the murder weapon.
REALITY CHECK Branches aren’t dead.
REALITY CHECK 60%   of members  use a branch  once a month or more. —  Filene
<ul><li>Branches represent the  “public face”  of your credit union </li></ul><ul><li>Member perceptions of  your brand  a...
How branches shape brand perceptions: location size design style number staff technology location size design style number...
<ul><li>Pick a “promising location” </li></ul><ul><li>Sign the lease </li></ul><ul><li>Base branch design on existing bran...
REALITY CHECK People don’t like going to the bank.
REALITY CHECK People like going to  stores.
Think like a retailer.
PEOPLE HAVE HIGH RETAIL EXPECTATIONS
Lattes or loans? UNCB’s Gold Cafés – circa 2006
Make banking enjoyable.
fortress store
REALITY CHECK Security  is the #1 driver of most in-branch experiences.
Member Services Tellers Public Vault/Safe Back of House 457-55-5462
Transactional service model
Put the milk in the  back  of the store.
Put your products/services in their path Investments Mortgages Check Write Merchandising Product/Promo Merchandising Video...
North Shore Greeter/Concierge
transactions interactions
WaMu Ocassio Branch Model
Freestanding teller pods
Teller pods “anchored” to a wall
MYTH You don’t need  6-8 teller stations for peak rush days.
REALITY CHECK You look woefully  understaffed during off-peak times.
Member Services Greeter Vault/Safe Back of House Tellers Lounge
Dort FCU Video Tellers
Walk-up tellers just like drive through
Video tellers in action
MYTH People need a branch on every corner.
MYTH You can trust your intuition when it comes to locating your branches.
 
unintentional deliberate
REALITY CHECK Most local architects  design banks based on a  25-year old model.
MYTH How to create a waiting area...
waiting area member lounge
Bankwest Lounge (Australia)
Deutsche Bank Q110 Lounge
MYTH Kinecta Member Lounge
Dwell zones with purpose
undifferentiated distinct
MYTH Typical “tech center”
REALITY CHECK Tech centers are  dead.
Kinecta FCU “tech center”
Create branded  retail destinations.
MYTH Lockheed FCU “Loans Center”
Think in terms of zones High speed. Short, quick messages. Interaction. Overflow. Brand messages. Sales zone. Sales messag...
Umpqua Bank Retail Zones
Umpqua Bank Retail Wall sit sip shop shop ask bank
Umpqua Bank Retail Items
Create brand theater.
chore store
Jyske Bank (Denmark)
Deutsche Bank – Retail Boxes
REALITY CHECK People don’t go to the bank to buy books, clothes,  gifts, coffee, smoothies, etc.
BNZ – Retail Packaging
Red Canoe CU – Retailing
Establish a retail  street presence.
MYTH
Amplify Credit Union Storefront
Red Canoe Credit Union Store
Red Canoe Credit Union Store
Signature architectural statements
Citizens Bank Retail Window
Citizens Bank Retail Window
 
 
Build your brand.
commoditized branded
Conservative, professional
Fun, passionate, casual, progressive
Sophisticated, professional
Brand-building wall
Bold, exciting, contemporary
Growing green.
<ul><li>Of the 58% of financial institutions planning a facilities project,  75%  are considering green initiatives </li><...
 
Columbia Credit Union – LEED Gold
Columbia Credit Union – Eco Tour
Engineering branded branches <ul><li>Don’t just do what you’ve always done. </li></ul><ul><li>Be deliberate, strategic and...
Questions?
[email_address] http://slideshare.net/ICONiQ http://twitter.com/financialbrand
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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.

Published in: Business, Economy & Finance
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The Future Of Branches

  1.  
  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 http://thefinancialbrand.com </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.
  16. PEOPLE HAVE HIGH RETAIL EXPECTATIONS
  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.
  38.  
  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
  72.  
  73.  
  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
  83.  
  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] http://slideshare.net/ICONiQ http://twitter.com/financialbrand

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