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Mobile Marketing Finance SummitSeptember 10th 2015
The Fusion of Digital and Physical
… and the future of bank branches
Mateusz GogłozaSławomir Kozioł
Piotr Sobiczewski
2
Agenda
1. mBank – the most successful organic growth story in Poland
2. Light Branch – the fusion of digital and physical
3. „One Branch Network” – mBank’s transformation journey
4. Mobile as a gateway – the future of branch banking
3
Agenda
1. mBank – the most successful organic growth story in Poland
2. Light Branch – the fusion of digital and physical
3. „One Branch Network” – mBank’s transformation journey
4. Mobile as a gateway – the future of branch banking
4
mBank - the 4th largest universal bank in Poland
249
168
135 118
100 69 61 50
CITIBCPGTNINGmBankSAN-TANDER
UNICREDIT
PKO BP
MARKET POSITION BY TOTAL ASSETS 2014 [PLN B]
Source: Banks’ financial statements 31.12.2014, Bloomberg
mBANK RETAIL KEY MARKET SHARES 2014
# of individual
clients
# of online
banking clients
# of SOHO clients
10%
14% 15%
7,4% 6,3%
# of individual clients
CZ SKPOLAND
The 1st Polish online bank
5
Since 2012 we have redesigned all contact channels…
TRANSACTIONAL SYSTEM CONTACT CENTER
BRANCH NETWORKMOBILE APPLICATION
Source: mBank
6
… the effort appreciated by industry experts and enthusiasts
London New York Paris
Feb’13 Sept’13 Oct’13 Oct’ 14 Nov’14 Feb’15
Barcelona Chicago London
Source: mBank
24% NET PROMOTER SCORE – market leader among financial institutions in Poland
7
Agenda
1. mBank – the most successful organic growth story in Poland
2. Light Branch – the fusion of digital and physical
3. „One Branch Network” – mBank’s transformation journey
4. Mobile as a gateway – the future of branch banking
8
Branches are an important channel for customer acquisition and sales (even at mBank!)
Customer acquisition Non-mortgage loans Investments
BranchesOther channels
9
But we are facing significant changes in customer behaviour. High-street bank branches are turning into a desert
On-line and mobile is growing…
…branch visits decrease
Traffic is movingto shopping malls…
…leaving high-street empty
Banks not welcome at shopping malls(„traffic killers”)
How to make a traffic generator?
10
Our response was a branch at the shopping mallwith the right mix of design, technology, offer and analytics
Modern technology for unique Customer
experience
Retail-inspireddesign
Offer with mDealsdiscounts available at the shopping mall
Smart analytics -advanced customer
tracking system
11
The primary goal of Light Branch is the acquisition of new customers – shopping center visitors
Attracting and engaging with mDeals teasers
Self-discovery ofmDeals details
Advisor’s support in choosing product solution1 2 3
12
Agenda
1. mBank – the most successful organic growth story in Poland
2. Light Branch – the fusion of digital and physical
3. „One Branch Network” – mBank’s transformation journey
4. Mobile as a gateway – the future of branch banking
13
Light Branch is a part of mBank’s physical branch network transformation journey
Current Network
Retail Branches
High Street
Simple products
Complex products
14
Light Branch is a part of mBank’s physical branch network transformation journey
New NetworkCurrent NetworkLight Branches
Integrated Advisory Centers
Office Building
Shopping Malls
Simple products
Simple products
Complex products
Retail Branches
High Street
Simple products
Complex products
15
One Network is more than a branch concept - it is a cultural change
Acquisition & service
Clients Clients
Clients Clients
Advisory Center
Light Branch
16
One Network is more than a branch concept - it is a cultural change
Advisory & x-sell
Advisory Center
Light Branch
Clients
17
Advisory center is designed to foster cooperation across the business lines
Office
Social zone
Customer zone
Social zone
Office
Customer zone
18
Agenda
1. mBank – the most successful organic growth story in Poland
2. Light Branch – the fusion of digital and physical
3. „One Branch Network” – mBank’s transformation journey
4. Mobile as a gateway – the future of branch banking
19
One of the major trends shaping customer expectations today is mobility
GLOBAL INTERNET CONNECTED DEVICE SHIPMENTS mlnMobility used to be an incoming story for many years, but only recently it reached the real maturity.
The critical mass was reached in:
• Computing Power• Flat Data Plans, Bandwidth• Add-on’s and Peripherals
• Affordable• >50% of population and growing• >80% among new market entrants
• Media consumption migrating to mobile• Growing marketing expenses• Successful mobile sales model• Mobile Drive Business – e.g. Facebook
CAPABILITY
POPULARITY
BUSINESS VALIDITY
20
mBank is a leader in mobile banking in PolandNumber of mobile customers in banks in Poland* (min 1 login/mth to app or lite service)
Share of mobile customers in banks in Poland* [%]
0
200 000
400 000
600 000
800 000
1 000 000
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
• More than 1/3 of mobile customers in mBank• Over 2x more mobile clients in mBank than the market average (32% vs 15%)• No cannibalization of channels – 13,6 million extra touchpoints quarterly thanks to mobility (Q2'15 vs. Q3'13)• Mobile is currently the most widely used channel for its user - 15 logins / month.
* Source: PRNews.pl, Bankier.pl, 1st quarter 2015
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mBank branches have a leading role in mobile app activation for new customers
51% of new customers using app startedrelation with mBank at branch!
mBank channels share in all mobile app activationsfor new customers
51% 49%
Otherchannels
Data for July 2015
Branches
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Key scenarios for cooperation of mobile and branch channels
Customer acquisition Strengthening relationship Customer retention & issues solving
Customer life cycle
1
2
3
Mateusz GogłozaProject Management [email protected]
Sławomir KoziołStrategic Projects [email protected]
Piotr SobiczewskiStrategic Projects [email protected]