The bench that makes you feel right at home

International banks in the
United States increasingly look like cafés or stores.
The creative concept is to make the customer feel completely at ease.
When you enter a branch of the Bank of
America on Manhattan's Upper East Side, an expansive seating area beckons,
surrounded by shelves of renowned business magazines that
customers to take a seat. Right next to it are a few
Standing desks with computers that provide free Internet access at the
TVs flicker on the walls, showing the business channel CNBC.

Other financial institutions are changing their design, making the
bank employees are more accessible to customers and try to make their
stores with bright colors and subdued background music.
a friendlier face. "They are the Starbucks of
business world," says John McCune, analyst at the financial research institute
SNL Financial. "It's all about reaching out to customers."

A bank that is the first to be recognized as particularly innovative in its
Washington Mutual was seen as the most customer-friendly. In over the
half of its approximately 2000 stores have been equipped with the so
Occasio" design was installed - an oval entrance area where the
every client is greeted personally and in which the banker does not
behind a pane of glass, but customers can now be welcomed at a
open bar tables. "People feel comfortable with us," says
Mary Kelley, spokeswoman for Washington Mutual. "They love coming to us,
instead of seeing the visit to the bank as a necessary errand."

Patented oases of well-being
The concept, which the bank has even had patented, concludes
Also play corners for children with books, toys and Gameboys
one. Washington Mutual merchandise, such as ballpoint pens and
You can buy piggy banks here. To lighten up the atmosphere,
some of the employees even wear casual khakis. "I think that
for a creative strategy," comments Richard Nolan,
economics professor at the University of Washington. "And it's good
for business." However, it is clear that the fun factor is by no means
distract from the fact that these are serious financial transactions.
deals.

Other banks, such as Umpqua Bank, which, like
Washington Mutual is primarily located on the US West Coast,
expand the range of Internet screens and seating areas with
free coffee and snacks. Customers therefore call the stores
also like "bank bistros". A branch in Portland also offers
Friday night feature films, yoga classes and DIY workshops in his
premises in order to strengthen its position as a community facility.
to represent. Commerce Bank, one of the avant-gardists in this
area, is famous for its shoeshine boys.

Branding experts in the game
With this trend, the banks are joining the ranks of companies
who seek advice from branding experts who would otherwise work for stores.
such as The Gap or Apple Stores. Citizens Bank in the north-east of the
USA, for example, hired an entire team from the marketing company Lippincott
Mercer to make its interior design modern and friendly.
leave. "It's all about setting yourself apart from the others.
and to appeal to a specific niche audience," says
John McCune. "However, this also means that the additional costs
in the form of higher fees."

Symphony Bank, a financial institution that tends to operate in rural areas.
has set its sights on a specific target group:
Hummer drivers. The expansive vehicles, which are often driven by farmers
usually do not fit through the regular passage of a
Drive-through business. So Symphony Bank widened the driveways
for its outdoor ATMs by almost one meter and also built
a roof over it to protect against bad weather.

Smaller segmented peer groups
Other banks have developed a further service strategy: the
opening hours of their stores. Some have
Financial institutions on weekdays until midnight or also on Saturday and Sunday
open for customers. Branches near large shopping centers,
However, train stations and cinemas are more likely to remain open than those in
deserted downtown areas where there is little public traffic in the evening.
reigns.
 
Among the pioneers of the trend are Commerce Bank in the north-east of the
USA, Bank Atlantic in Florida and Wachovia Corporation, the
operates nationwide. The aim is to encourage customers to buy new
to open accounts and deposit more money. "Bank customers vote with
feet," says Wachovia spokeswoman Mary Beth Navarro. "80 percent
of all new customers come through the front door."     

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