The Shop – low levels of digitisation with a minimum amount of online o¥ering. This type of branch format would o¥er limited advisory capability and is more oriented to “o¥ the shelf” type purchases. The benefits include limited need for stang and lower operational costs associated with a smaller physical footprint. The Lounge – low levels of digitisation but introducing online elements to expose digital services to customers. Again, levels of stang would be low and so this type of format would not be focusing on products requiring complex advisory. The focus of the lounge is not on selling, but on facilitating self- service and introducing customers to online products. Separate research by McKinsey has found that technology users are more “sticky” and therefore have stronger brand loyalty when online services meet their needs. This allows for greater opportunities to cross-sell products via these channels. The Digital Pod – high levels of digitisation provided on-site, but with a low physical presence of stang, if any. The focus is on providing an evolved digital experience that allows customers to undertake the transactions of a normal branch but through technology hubs. As sta¥ can be located remotely, via video-conferencing for example, these branches can operate 24/7. The Pharmacy – high levels of digitisation coupled with a high coordination of online and oªine services to cross-sell between products. This format would replicate a full- service line, flagship bank branch which incorporate opportunities to handle in-person transactions as well as using digital technology. Higher levels of stang would be required to accommodate in-person transactions and advice on complex financial products. As such this format would target high net worth individuals. These branches require a larger physical footprint and should be located in prime areas to attract maximum foot trac.
POTENTIAL FUTURE BRANCH FORMATS
The Digital Pod
Level of digitisation
Level of offline/online coordination achieved
Source: Capgemini Consulting 3
Analysis by EY has shown that there is strong digital penetration across the region, with 50% to 75% of the population using Internet banking at least once a week. Furthermore, India has now surpassed the United States (US) to become the second largest smartphone market after China. As such it is not surprising that both markets show the highest proportion of mobile-phone banking usage in the region. With governments making financial commitments to new technology start-ups, either through incentives or tax concessions, it is likely that disruptive digital competition will continue to grow. While bank footprints will likely continue to grow across the region over the near term, they will eventually plateau and then begin to decline because of these reasons. As highlighted above, the decline will be earlier in some countries, as currently
being seen in Hong Kong, Australia and Japan. However, careful analysis is required before any downsizing of the network is undertaken such as the adoption of geo-demographic analysis by banks in Australia. Following the lead from retail chains, decisions need to be made about the location, format, density, and stang of branches, as many still see a pivotal role for branches into the future, a role that might be significantly di¥erent compared to current o¥erings. In this vein, banks need to adapt and provide a more seamless integration of online and oªine experiences – an omni-channel approach that is commonly used in the retail sector today. This means that there will be a blended approach between full- service branches and those with a more restricted range of o¥erings. Capgemini Consulting have advanced a four-format model of how they see the future of retail banking may evolve.
¹ “The Future of Bank Branches: Coordinating Physical with Digital” https://www.capgemini.com/resources/the-future-of-bank-branches- coordinating-physical-with-digital
30 ASIA PACIFIC BFSI OUTLOOK 2017
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