Facility Solutions: Missing elements of branch design

first_imgWhile branches are expensive to operate, they provide golden opportunities to connect with members. To optimize the investment in branches, we must extract every ounce of opportunity to deliver the brand experience and increase member awareness of products and services. Experience engineering encompasses many aspects of branch planning and design, including location and adjacencies, security (incorporating the FBI’s SafeCatch principles), staff training and constant reinforcement, technology integration, and messaging and merchandising.Messaging and merchandising should be included in early planning alongside other elements of branch design. Weak or ineffective messaging and merchandising diminish the investment in this infrastructure. The cost is developing and integrating effective messaging is relatively low with a potentially high return. Failure to include merchandising as part of experience engineering may result in a subprime final product and/or potentially expensive last-minute changes during construction.Some credit unions focus their branch messaging to present a strong brand experience, as in the example of BECU showcasing photos of real members and Northwest locations to make a visceral connection.Other credit unions have told me they do not need to do merchandising because members already know what they offer. But when we do surveys, we find that members do not know their credit union offers small business banking, investments, or even mortgages. A well-conceived messaging and merchandising program can increase both brand connection and product and service use by 10 percent to 40 percent, which provides a quick ROI. continue reading » 4SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img

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