Photo courtesy of Fifth Third Bank

The Grand Opening celebration for Fifth Third Bank’s new Manatee Ave. location revealed to the Bradenton community a hip, modern space with a focus on digital technology and hospitality. Catering to a younger generation that considers aesthetics and amenities as important as supply and services, Fifth Third are reestablishing its branches with a "NextGen" retail design. This means integrating a new-age, café-style environment (with free coffee) and replacing teller counters/windows by giving employees the freedom to move about the lobby and use tablet computers to meet customers and encourage a more direct, personal way to serve their needs. Meanwhile, inviting seating and meeting areas are available, with flexible layers of privacy that can adjust depending on the type of conversation taking place.

Driven by a fundamental shift in how customers perceive, and use, retail bank branches, Fifth Third recognized a niché in serving those seeking new ways to seamlessly manage their finances in an easy, efficient and non-judgemental manner. The company interviewed many customers in several cities to understand their attitudes, beliefs and needs around their financial lives. “They told us that they wanted an environment where they felt welcome,” says Jennifer N. Auray, vice president of regional marketing and communications. “They didn’t want to feel judged if they didn’t understand part of their finances. They wanted a place that felt warm. They wanted a space that looked and felt approachable, knowledgeable and trusted. They wanted a variety of places to meet with their banker.” 

Fifth Third has since shapeshifted into an experiential “relationship bank”—integrating personal financial tellers that customers can trust and comfortably sit down to talk to about sensitive subjects. “Branches are still very relevant to customers, but they are being used differently than they have in previous generations,” she says. “Today, it’s about growing the relationship by delivering a holistic customer experience – digital and physical blending perfectly to meet their needs.” According to a recent Forbes study, Auray shares, just three percent of Millennials have their primary checking account at a digital-only bank. (1.5 percent of Gen Xers, .08 percent of Baby Boomers). Even in today’s smart digital world, she says, “Customers expect a great experience, whether they are banking or buying something from Amazon.”

Photo courtesy of Fifth Third Bank

6601 Manatee Ave., West Bradenton, 941-795-2320.