Summary
Banks have rediscovered their branch networks as a strategic sales channel and have renewed their focus on branch development. Innovative banks like Washington Mutual and Jyske Bank have taken retail stores as an inspiration and turned their branches into banking shops that offer a radically different customer experience. Channel strategists at other banks can learn from these pioneers' findings. They should focus on the elements from retail that help to drive sales and recognize that banking customers will need guidance to adopt a retail-like shopping behavior.
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