Your job is to design the perfect credit union branch for 18-25 year olds, and the sky's the limit. How do you equip it? How do you make this place as appealing as possible for this group?
My temptation is to think of recent successes in retail design. Take the Apple Store's hands-on, help yourself, kick the tires, roaming cashiers/geniuses approach. Consider the U.S. Army's recent arcade/virtual immersion approach to recruiting. Mix in some neat features like Starbucks' "Now Playing" initiative. Free Wi-Fi? Makes sense, right? Extend the branch to the outdoors, recognizing that this group appreciates open air bistros just as much as they love all-night Rock Band marathons in dungeonous bedrooms.
Think about Lowe's/Home Depot's regularly scheduled "do it yourself" demonstrations. Have car dealers bring by their newest youth-targeted vehicles and accessories for test drives. Let them build their own cars virtually on large monitors, huge touch-screens, or computer stations. Let them see how adjustments to each build will affect their monthly payments, total cost to own, etc. And don't limit these demonstrations to financial products and services...have community groups come in to talk about upcoming service projects. Have musical groups perform. Make the place a cultural center. It's a crazy idea, but it might work.
Deposits? Withdrawals? Why do these transactions require human interaction? Use interactive kiosks that allow members to help themselves. Think "self check-out". Branch personnel are there for transaction assistance, in-branch demonstrations, and loan services. In essence, employees are there to help members help themselves. Hands off until requested by the members to do otherwise.
Then, realize that these people don't want to be at your branch anyway...and that many of these investments will be all for not. Make sure that everything you do in branch, you can do online, and cross your fingers that somehow, some way, you pick the perfect combination for your field of membership.
This post isn't to claim that I know what the perfect Gen Y branch is...because I don't. This post was to get a discussion started about this topic. Honestly, I want to be wrong because the above ideas are over-the-top, and potentially impossible to justify financially. What would make up your perfect Gen Y branch? (I feel a snarky Ron Shevlin comment coming soon) What would make your office stand out from a crowded marketplace eager to attract this large group of consumers?
Thanks in advance.