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Branch Visibility and Checking Acquisition: The Role of Billboard Value

Facing conflicting pressures to reduce network expenses while maintaining reassuring local presence, banks will need to emphasize branch visibility, or “billboard value.”

Traditionally when consumers selected a bank for their primary checking account, the key decision factor was branch proximity. Often it was a simple matter of street corner convenience: find the branch nearest to the home, workplace or along the local commute. Digital banking has steadily chipped away at this foundation and retail distribution has reached an important turning point. In 2014, 30% of survey respondents selected “branches near me” as the top convenience factor. This ...

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