Alisa Semyekhina
GECU's digital-forward branch strategy takes home a 2024 CUNA Diamond Award in this year's most prestigious credit union marketing competition.
GECU, a community-focused credit union, has served families in Texas and New Mexico since 1932. They are one of the region's largest and most innovative credit unions, with over 400,000 members, 30 branches, and $4.2 billion in assets. As GECU began to roll out its plans to expand its footprint throughout Texas, it envisioned a new banking experience for its community.
GECU had a new vision in mind for this Eastlake and Rojas branch: to change the way their El Paso community banks. "The branch size, only 2,200 square feet, was designed to be a cashless financial institution and to 'push members to the exterior,'" shared DBSI’s Vice President of Design-Build, Corde Kurtz.
In early 2023, this revolutionary vision became a reality.
Partnering with DBSI, GECU aimed to create a branch that embodied GECU's vision for future banking - innovative, member-focused, and digitally forward. To enhance member engagement and education, the branch design strategy centered around integrating cutting-edge technology, including interactive kiosks, stretch screens, and dynamic digital signage. These elements were strategically selected to effectively promote GECU's products and services and create a dynamic banking atmosphere.
“DBSI HAS BEEN A VITAL PARTNER AS WE ADJUST AND CREATE KEY STRATEGIES TO REMAIN COMPETITIVE AND TOP OF MIND IN THE EL PASO MARKET."
-JACQUE VALDEZ, SR. VICE PRESIDENT OF OPERATIONS & MEMBER EXPERIENCE, GECU
A Purpose-Driven Design
With the rollout of this branch, GECU had the goal to provide their members with an inviting experience that was convenient, interactive, and pushing innovation forward in the industry.
The design elements featured were strategically placed throughout the space to engage anyone who walks through their doors.
- Stretch Screens: GECU implemented these wide screens to advertise programs and services they offer, such as applying for a home loan.
- Interactive Kiosks: Throughout the Eastlake and Rojas branch you can find numerous strategically placed interactive kiosks. These kiosks send a welcoming message upon members entering the branch and raise member engagement. Additionally, they allow for more appealing and eye-catching methods to promote products and services.
- Tablets: The branch also includes tablets which make for a quicker and easier membership onboarding process and aids in educating branch members on available banking services.
- Dynamic Screens: In this branch, GECU included six dynamic screens! Together these screens showcase customized messaging and programs tailored to GECU, but also highlight events occurring amongst the local community.
- Rotating Digital Screens: Another feature this branch contains is digital screens with the ability to rotate and be viewed within the branch as well as outside of the branch through windows. This flexibility allows GECU to “sell 24/7” and adds a unique feature to the branch, something their competition lacks.
- Conversation Towers: The purpose of the conversation tower is in the name- to have conversations with credit union members and build relationships. These towers are open and not bordered by a teller line-allowing for a welcoming presence to the members.
- Drive-thru ITM’s: These drive-thru ITM’s grant members quick transactions from the comfort and independence of their own vehicle.
A Cashless Branch Experience
GECU continues to innovate and reach for the next big thing in the banking industry.
The Eastlake and Rojas branch is a brand new prototype for the credit union. By decreasing their branch footprint size and implementing numerous digital banking software and devices, GECU has strategically found a solution to save money and equip their members with a banking experience that is quick and simple.
GECU’s 15-year exposure to ITM’s, as well as other digital products, has contributed to the production of a friendly atmosphere within the Rojas branch, with staff ready to demonstrate and share their extensive knowledge of the industry’s latest banking technology and software.
GECU’s efforts to advance and evolve their financial institutions continue to elevate them as leaders of their region.
2024 CUNA Diamond Award Recognition
DBSI will be attending this year's Marketing & Business Development Council Conference recognition dinner this March alongside the GECU team to receive the Diamond Award trophy. See all 2024 award winners.
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