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2:45 - 4:00 Alex LeeBrian McEvoy


Workshop C: The Billboard Value of Your Network: New Metrics and Technology to Maximize the Visual Impact of Your Network


Alex Lee
Director, Novantas, Inc.

Brian McEvoy
Director of Retail Branch Channel Strategy, Synovus Financial


Session Description

With the growing adoption of online banking, mobile banking, and digital payments, consumers today are much less reliant on the number of branches to define convenience, but instead on how often a bank’s branches (and ATMs and Signage) are part of their every day routine. As banks look to improve the sales efficiency of their physical network with limited capital budgets, a strong focus must be placed on the “billboard value” of each site  – the more visible the bank, the more convenient and favorable a customer finds the bank. With this approach, what once required ten branches to achieve scale many now only require four or five.

This workshop will discuss a range of new metrics and analytics that banks are using today to define billboard value and outline how to integrate this information into the network planning process.

What you’ll takeaway:

  • How to identify the best branches in your network, as well as discover potential gaps in your footprint that may be a requirement for success.
  • Understand the right mix of branches, ATMs, and signage to maximize the visual value of your network.
  • A “Billboard value” ranking of banks with the highest value in specific markets.


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