Capital One, originally a credit card company, has been turning the financial services industry on its head since it got into banking. Using technology and a differentiated experience, Capital One has worked to position itself as the bank of the future at retail. Gilmore Group was asked to create a next-generation branch experience for Capital One customers and prospects.
After acquiring ING Direct USA in 2012, Gilmore Group developed with Capital One the 360 Café concept. Using the learnings from piloted 360 Café branches, a refined strategy arose that not only removed points-of-friction present in traditional retail-banking models but also empowered people by incorporating technology. The café would be a crucial aspect of the new NYC flagship, and the goal was to create a “branch” that would become an iconic community hub.
Union Square, one of NYC’s most bustling areas, was chosen for the flagship’s home; Capital One wanted to take advantage of the location’s pedestrian and street traffic. Through hands-on workshops with the Capital One team, we helped devise a customer experience and branding strategy that would redefine banking.
We created a sophisticated, professional, and attractive design to drive foot traffic and keep customers in the branch longer. We developed the complete ATM family design and implemented technology such as charging stations, Wi-Fi, and general use iPads. Greeters were equipped with tablets to help customers find services and schedule appointments. Booths, digital bars, lounge chairs, and café seating create a variety of areas for patrons to work, relax, refresh, and wait for their meetings with bankers.
Every day the Union Square branch is filled with customers and potential customers, an uncommon sight in modern day bank branches. This largely successful design has been implemented in Capital One branches nation-wide.