ING Direct’s ‘cafes’ don’t have any bank tellers – there are computer terminals where guests can do their online banking. But most people go there to relax and enjoy a fresh cup of coffee.
Designed to make banking a true retail and community experience, these cafes are places where locals can have kitchen table conversations about finances and enjoy several floors of creative space to work or hold meetings. According to reviews of the cafes, people like the cheap eats, drinks and free hour of wifi; they don’t like the bright orange brand colour splashed all over the place.
Giving customers a place to sit, relax and eat is a concept IKEA has been using for years, to great effect. Maybe more financial services brands should take ING Direct’s lead.
Lots more photos of cafes at http://thefinancialbrand.com/15550/ing-direct-cafe-us-canada-photos/