How some big banks are trying to redefine ‘the branch experience’

The trend: After leading the charge to reverse the declining branch numbers across the US, some large banks are now  re-thinking the look, feel, and experience of brick-and-mortar branches, per AP News.

• They’re spending hundreds of millions of dollars on revamping existing branches and building new ones across the US to align with their new visions.

What’s ‘branch’ mean now? This overhaul involves making branches more inviting, spacious, and community-oriented, departing from the traditional sterile and transaction-focused environments. And these changes also aim to invite the greater community in—with the hopes they’ll choose to bank there, too.

• For example, we’ve been following Capital One’s in-branch cafes, where even non-customers alike can grab coffee and baked goods, and employees can offer financial advice in a more laid-back setting.
• And JPMorgan’s larger branches—which it calls “community centers”—host nonprofit workshops and seminars for both customers and non-customers.
• Bank of America hired an in-house designer who’s integrating each branch into its community to reflect the local culture, history, and aesthetics. For example, its Williamsburg, Brooklyn branch uses a sculptor’s old studio and incorporates some art from the neighborhood into its design.

And it’s working: Beyond strengthening ties with customers who value in-person banking experiences, the branch redesign is boosting business in other ways.

• A Reddit thread of customers bewildered by the cheap caffeinated drinks at Capital One’s cafe demonstrates all’s working according to the bank’s plan. The original poster notes, “I do plan on making this my daily coffee spot, given the prices are even better than pre-inflation.” The customer noted the 50% discount if cafe-goers use a Capital One card.
• And in JPMorgan’s case—the bank gets positive PR every time it opens a new community center or large branch to the public. Jamie Dimon spelled out the strategy in a recent press release: “When we invest in communities, we become a trusted partner in that journey. Helping more people…is great for the Bronx…and for our company.”

Key takeaways: Just a few big banks account for many of these innovative branches. They’re playing a long game of building physical infrastructure, knowing how much their customers value in-person banking—all the while implementing an effective customer acquisition strategy.