ATLANTA Credit unions looking to introduce a new technology or even themselves to a new market following expansion or a merger might want to take a cue from PNC Bank.
It has opened a temporary pop-up branch to introduce its brand and its digital services to a relatively unexplored market for the Pittsburgh bank: Atlanta. The latest test branch will remain open seven days a week for about three months and is meant to engage people off the streets.
“The pop-up branch is one way we are trying to give more [people] more exposure to PNC,” said Todd Barnhart, executive vice president of branch banking at PNC. “If a [bank] is not out there testing and learning from its customer base today, it will quickly get left behind You can only go so far with a lab.”
The pop-up branch, which is a 20-foot x 8-foot steel container, opened its doors on July 30 at Atlanta Station. Two specialists will use iPads to open new accounts, take loan applications and make referrals for mortgages and investments, as well as demonstrate online and mobile services to passersby. The pop-up branch will come with an ATM that dispenses $1 bills, cashes checks and accepts deposits. The temporary building was customized for PNC. The decision to use a small steel structure will let PNC test a market where it has a limited presence of 60 branches, said the bank.
“It is not intended to be a permanent fixture,” Barnhart said. “At this time of the year, the [Atlanta] area is very busy. The weather and other factors affect where the customers and prospects are.”
The pop-up branch also could be moved to another location to grow out the experiment.
