As of: March 13, 2024, 7:52 p.m
By: Natascha Berger
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The Sparkasse is courting Gen Z customers in order to counteract the decline in branches.
The concept branch stands out both visually and thematically.
Bad Hersfeld – How can the needs of Generation Z be best met?
Many traditional banks are asking themselves these questions - especially in times when many young people are switching their banking to purely online banks without a branch.
With an unusual concept, a savings bank branch now wants to address exactly this target group and save personal customer advice.
Anglicisms, tablets and everyone on a first-name basis: The Sparkasse wants to appeal to young people with this concept
“Anything but boring.
“We have banking equipment at eye level” can be read on the homepage of the new Sparkasse branch “maxxs”.
The new branch of Sparkasse Hersfeld-Rotenburg in Bad Hersfeld in eastern Hesse has been open for a few weeks and aims to attract young people to the Sparkasse.
Instead of sitting at desks, conversations with employees are conducted on tablets or smartphones.
The popcorn machine, skateboards on the wall and stylish lamps don't make you think at first glance that you're in a bank branch.
The three consultants are called “buddies” and are on a first-name basis with the customers.
In the “maxxs.corner” branch they don’t wear suit trousers, but rather casual leisure clothing.
Customers can also communicate with the buddies via WhatsApp.
The concept: Explain banking topics in simple words.
“As a result, the inhibition threshold may no longer be so high and customers will dare to ask other things,” says one of the
dpa
consultants .
The typical red of the Sparkasse has remained - but in the new branch there is no longer much that reminds one of the bank's traditional branches.
© Uwe Zucchi/dpa
Banking themes in the new Sparkasse branch are aimed at the needs of Generation Z
In addition to events such as “Your first place of your own” and many Anglicisms on the website, the branch mainly provides information about training topics, your first apartment, your first investment and tips for saving.
The new branch is also very present on Instagram and TikTok.
Despite the relaxed environment, the Sparkasse branch in Bad Hersfeld's pedestrian zone is not casual.
For example, you don’t call customers “dude.”
“We speak to customers the way we would like to be spoken to,” explains a consultant.
The three buddies are between 21 and 24 years old, so they are in the target group of “maxxs”.
Sparkasse is fighting a shrinking branch network with a new concept
With the new concept, the Sparkasse wants to bind young people early and expand its market share, said CEO Thomas Walkenhorst to the
dpa
.
In recent years, the branch network of many banks and savings banks has become increasingly smaller.
While the Bundesbank had around 36,300 branches at private and cooperative banks as well as savings banks and state banks ten years ago, in 2022 there were only 20,446.
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Consulting niche, skateboards and hip lamps: In the Sparkasse branch “maxxs” there is not much that reminds you of a traditional bank branch.
© Uwe Zucchi/dpa
Although the new branch in Bad Hersfeld cost “a decent amount,” Walkenhorst emphasizes that it is no more expensive than other locations.
If successful, the concept could be transferred to other locations.
It is also possible to strengthen the branch in Bad Hersfeld.
The “maxxs” branch is not the first bank to appeal to young people with an unusual concept.
In Düsseldorf, Gen Z can get advice on banking topics over a “trendy coffee”.
The Sparkasse also tested a “unique” concept in Munich.
(nbe/dpa)