By Nicole Anderson
There is weapons-grade ammunition in your retail space to help you generate brand advocates. We just need to harness the power.
This was such a great takeaway from the CUES NEXUS Conference that I wanted to share it.
The branch is not going to roll over and die as electronic service delivery continues to rapidly evolve and expand. More than ever, we need to differentiate ourselves and reinforce our brand messages. Effective retail branching can deliver a total customer experience like no other service channel.
If your walls could talk, what would they say? It's more than brick and mortar, but the sum of all retail merchandising elements that make up the greater whole that (when done effectively) illustrates the power of the retail space to deliver deliberate, repeatable customer experience (think Apple Stores or Starbucks).
Realize the full potential of retail merchandising strategy and build your next branch from the inside out. Clearly define the market segment you're trying most to attract and expand within your existing membership base. Then design your branch around them (not around the needs of your architect, facilities team or branch manager).
Nicole Anderson is VP/marketing for USA Federal Credit Union, San Diego.
Read more about credit union marketing in this CUES Skybox archive. Get more coverage of the CUES Nexus Conference, including this year's GMA winners!
