Adrenaline’s Gina Bleedorn Featured in BankSpaces Article on How Bank Branches Can Thrive

Coverage following keynote presentation “Retail Next: Evolving the Branch Experience with Data and Design” at BankSpaces Conference in Palm Springs

Tuesday, July 2, 2024 – Following Gina Bleedorn’s engaging keynote at the BankSpaces event in Palm Springs on May 6, the organization spotlights her thoughts in their Insights + Trends coverage. In “How Bank Branches Can Thrive in a Digital World,” BankSpaces reports on what Gina Bleedorn calls the “branch paradox” – where banks simultaneously close locations and expand their networks. According to the article, “Despite years of doom-and-gloom predictions – from Forbes’ 2019 declaration of a “retail apocalypse” to the Wall Street Journal’s 2022 suggestion that banks should ditch their branches entirely – the reality tells a different story.”

In an interesting turn, banks began adding more net new branches in 2024 for the first time in a decade, with banks of all sizes not only maintaining their physical presence but expanding on it. “While branches are indeed closing and networks are shrinking, banks are simultaneously opening new locations and growing their networks,” according to BankSpaces. “Customers crave both digital convenience and human interaction.” As a “leading voice in branch experience and design,” Gina “shattered common misconceptions” about the ‘death of branches’ and pointed to an evolving purpose focused on expertise and engagement.  

Perhaps considered outmoded by some, branches are essential to banks’ future success. “They’re no longer just transaction hubs; they’ve become beacons of brand presence, financial advice centers, and community spaces,” according to BankSpaces. Branch locations are a top consideration for 8 out of 10 consumers when choosing their bank, largely because of human support. And it’s not the older generations driving this demand. “Perhaps most surprisingly, it’s the digital-native Gen Z population that has the greatest commitment to the branch… To them, visiting a branch is about asserting control over their finances and seeking valuable expert advice.”

The updated purpose requires a new branch design, moving from “transaction-heavy spaces with a bank of tellers to open floor plans that facilitate conversations.” In her keynote, Gina says the “solution to creating better branch experiences lies in creating a ‘North Star’ – a constantly evolving vision for retail delivery that breaks down organizational silos.” With an approach that aligns data-driven strategy with purpose-centered design, the result is a retail delivery system that allows for continual adaptation. “A North Star can break down silos and provide alignment on a shared vision for retail delivery, for the branch, and, really, for the overall banking experience,” Gina says. “The future’s never here, so don’t have a ‘branch of the future.’ Be intentional about constantly evolving.”

To learn more about network transformation strategies for your bank or credit union, or to speak with one of Adrenaline’s brand experience experts, contact us today.

Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. We create brands people love and engage audiences with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction of physical spaces that drive business advantage and make the brand experience real.