Whether you have a few locations or dozens, it’s important to make the most out of your organization’s retail or branch presence. This is especially true as traditional branch concepts and usage continues to shift away from transactions and toward consultations.
Here are a few ways to help ensure that you are using your physical locations effectively – whether consumers visit in person or simply seek out more information online.
Tip #1 – Know your audience
In the past, a lot of marketers focused solely on consistency in their retail design. This included everything from having the same signage to using the same floor plan or layout in all branches. While having a consistent brand look and feel is still important for easy recognition, customizing your locations based on your audience is becoming more critical.
A few simple questions can help you uncover the type of customization that may be needed to best serve various communities: Who is this branch meant to serve? What are their primary needs? How can we attract and serve more members within this local community more effectively?
Tip #2 – Make it easy
The branch of the future is already here for many institutions. As more locations incorporate new technology, such as personal teller machines or interactive teller units, the old branch may look less and less familiar to our core members.
Take the time to walk through the experience with their vantage point in mind. Is it easy to conduct your business? What do you see when you walk into each branch location? Are the retail messages effective or do they get lost in the shuffle?
Tip #3 – Be found
Local search tools are becoming more important, especially as consumers increasingly pull out their phones to find the closest branch. If you haven’t claimed each of your individual branch listings on Google, Facebook, Yelp and other widely used websites, you may not be aware of what your members are saying about those locations.
Ask yourself these questions as you start the new year: Have we claimed all of the credit union’s online listings? What are members seeing when they search for us based on their location? Where else are consumers posting feedback about us beyond our corporate Facebook page?
Reach out to us at firstname.lastname@example.org if you want more tips or need guidance on how you can build your brand presence in person, and online. Join the conversation on Twitter and Facebook @KearleyAndCo.