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Mobile Marketing Finance Summit September 10 th 2015 The Fusion of Digital and Physical … and the future of bank branches Mateusz Gogłoza Sławomir Kozioł Piotr Sobiczewski

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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

21

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

22

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]