Bank Branch Decorating: More than Just Aesthetics
The concept of decorating a bank branch for the holidays or simply changing its outward presentation to attract customer attention may seem farfetched to some. However, the practice holds more significance than many may think. The impact of this seemingly simple act extends beyond the aesthetics and has the potential to make a real difference in customer engagement and retention.
My Journey with Bank Branch Decorating
My advocacy for office and bank branch decorating spans several decades. During this time, I have observed that the topic often brings smiles to branch bankers while eliciting looks of disdain from some marketing departments.
My fascination for this practice began in the Mesozoic era of my career when I had my first banking job as the branch manager of an in-store location. The management team at our Winn Dixie began to refer to me as “Dave Griswold” due to my enthusiasm for decoration, a reference to the character Clark Griswold from the movie “National Lampoon’s Christmas Vacation”.
The Impact of Decorations in a Bank Branch
In the movie, there is a moment when Clark turns on the outside lights of their home, making the place glow bright enough to be seen from space. Similarly, in our store, the powerful impact of decoration was evident. Following the manager’s suggestion, I decorated our banking area with numerous strings of lights, making our department hard to miss. The impact was almost immediate. Customers, who had probably never noticed our branch before, suddenly began engaging with us.
Following our lighting ceremony, we saw a noticeable increase in walk-ins and new account openings. This experience taught me an important lesson: customers respond to signs of life. They notice effort and personal touches and engage with places that look alive.
The Importance of Keeping the Environment Alive
From that point on, I became a firm believer in the impact of regularly changing the ambiance of our environment. Years later, while working with hundreds of institutions across the country, I realized that the story of “Dave Griswold” resonated with many.
Case in Point
Recently, a friend of mine shared drone footage of the impressive displays of holiday lights and decorations at the main office of the financial institution he works for. The location now stands out, attracting attention from passersby. The office was along many people’s normal commute, but until the decorations, they may have never noticed it.
Over the years, I have heard from numerous branch and middle-level managers about the positive impact of regularly updating their environments. The impact is not just about increased awareness in their communities, but also about team pride and ownership, which are fostered when they are allowed to add their creativity and personal touches.
The Significance in the Digital Age
In a banking world that is becoming increasingly digitized, discussing branch decoration and seasonal displays may seem trivial to some. However, it is of utmost importance.
In the digital world, there is room for infinite ads, posts, and noise. However, in the physical world, the space our branches occupy is limited and valuable. It can either remind people of our existence or blend into the background. Any effort that brings a branch to life and makes a customer take notice, even for a second, is not trivial; it’s serious and rewarding work.
In the world of screens, a branch that shows signs of life through decoration is not just a decoration; it is a differentiation.
In conclusion, while it may seem simple, bank branch decorating is a surprisingly powerful tactic for attracting new customers. So, the next time you see your bank branch decorated beautifully, remember that it is more than just aesthetics; it’s a strategy.
Source: Here
