"Banks are looking more and more like Starbucks"
Randall Stone, Partner at Lippincott Mercer, New York, on the brand-strategic value of bank branch interiors.
whole brand. With the redesign of Citizens Bank, we wanted something
that is completely focused on the customer, and the relationship
The relationship between consumers and their bank is the be-all and end-all of such a
Customer relationship. Nowadays, many banking transactions can be carried out online or
telephone, i.e. when the customers personally visit the
bank because they need to complete an important transaction.
want, and then they should be welcomed with an atmosphere that
suggests confidence and well-being.
WW: Why are so many US banks redesigning their branches?
Stone: A
friendlier, lighter demeanor expresses better how they feel.
want to represent. These days, banks want to appear more like a place where
business, it's no longer a question of making a
safe place where you can keep your money. And Americans are
It's important what the store looks like where they leave their money. It's about
banks are no longer just about lending money, but about offering products
and services. This is why banks increasingly look like a
Starbucks or a Gap store.
WW: In the campaign for Citizens Bank, you even change the slogan with which customers are greeted every few months.
Stone: Yes,
the key words of the campaign so far have been grow, thrive and strive,
and the design featured flowers, fruit and butterflies. That came
was well received by customers and also by bank staff. It had a
inspiring and motivating effect on employees. The people
should see that they are flexible here and that they are constantly working on new
ideas are being worked on.
Interview: Gerti Schön
