Believe in Banking Podcast

In this episode, Sean and Gina discuss the challenges that will face the financial services industry in our post-pandemic future. Most notably, banks and credit unions will need to overcome staffing issues in order to meet consumer demand for efficient transactions via updated digital options while still having branches close by for more complex and consultative banking needs. Attracting higher-skilled bankers requires a real investment for banks and a commitment to move beyond traditional teller-based banking models. Banking’s growth mandate means banks must balance ways to grow in new markets and be more efficient in more legacy locations, providing a blend of financial wellness tools and advice that consumers need to spend and save better.

Ask An Expert

Sean Keathley discusses how to create connections through branch conversions

After a COVID slowdown in banking mergers and acquisitions, we’re now in the midst of a predicted a resurgence of M&A activity in 2021. But it's once the deal is done, that the real work begins. In this Ask an Expert, Sean Keathley discusses converting branches to the new post-merger brand. With the exterior of the branch as your beacon and the interior as your experience, branch conversion is a rich opportunity to drive acquisition, deepen customer connections, and solidify and grow relationships. Learn the principles and practices in branch conversion that help banks master all the complexity.

We believe that banking can help us overcome this crisis and emerge stronger for it.

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Outside View

Dollar General

How the retailer’s purpose-driven marketing strategy is driving growth

Among the many industry changes sparked by the pandemic, one of the most notable is across the retail sector. Prime example: Dollar General is booming as consumers seek both value for their money and brands aligned with their values. In the first quarter of 2021, “Dollar General’s sales rose by more than 25% compared to pre-pandemic levels,” according to GlobalData Managing Director Neil Saunders in RetailDive’s article on key sector’s retail resiliency, as the brand strengthened bonds with customers it gained during COVID. “These included middle- and higher-income shoppers who started using Dollar General for the first time because it was local and easy to access” throughout the pandemic.

Now, the store known for its prevalence in small-town America is making its heart for service the cornerstone of the brand, as it further expands its appeal. Launching its first integrated brand campaign, Dollar General is showing that it’s “here for what matters” with an emotionally rich, 90-second narrative spot that “encompasses both its corporate story and its mission of serving others,” according to Ad Week’s brand coverage. The campaign features a new campaign landing page and leverages multimedia, digital and social, including paid partnership features in Forbes and Fortune to reach new audiences.

On Here for What Matters, Dollar General puts its passion for service upfront: “Our mission is simple: Serving Others. Every time we open our doors, we do so with that commitment in mind. Whether it’s offering affordable access to name brands in convenient locations, creating jobs that grow into meaningful careers or investing in life-changing educational programs, we strive every day to impact the communities we call home.” With brand elements spotlighting service, Dollar General shows how it has targeted all of its products and experiences – for customers, employees and communities – toward a meaningful mission.

Putting purpose at the core of its brand, Dollar General is supercharging its growth, even through tough times, with a campaign that brings values to the forefront for a new audience and a new era. For more information on more financial brands can leverage the power of purpose for more connection and growth, stay tuned to Believe in Banking as it tracks the big trends that are impacting financial services or contact us at info@adrenalineagency.com.

Photo Credit: Dollar General’s Facebook Page, August 2021

How the retailer’s purpose-driven marketing strategy is driving growth

Among the many industry changes sparked by the pandemic, one of the most notable is across the retail sector. Prime example: Dollar General is booming as consumers seek both value for their money and brands aligned with their values. In the first quarter of 2021, “Dollar General’s sales rose by more than 25% compared to pre-pandemic levels,” according to GlobalData Managing Director Neil Saunders in RetailDive’s article on key sector’s retail resiliency, as the brand strengthened bonds with customers it gained during COVID. “These included middle- and higher-income shoppers who started using Dollar General for the first time because it was local and easy to access” throughout the pandemic.

Now, the store known for its prevalence in small-town America is making its heart for service the cornerstone of the brand, as it further expands its appeal. Launching its first integrated brand campaign, Dollar General is showing that it’s “here for what matters” with an emotionally rich, 90-second narrative spot that “encompasses both its corporate story and its mission of serving others,” according to Ad Week’s brand coverage. The campaign features a new campaign landing page and leverages multimedia, digital and social, including paid partnership features in Forbes and Fortune to reach new audiences.

On Here for What Matters, Dollar General puts its passion for service upfront: “Our mission is simple: Serving Others. Every time we open our doors, we do so with that commitment in mind. Whether it’s offering affordable access to name brands in convenient locations, creating jobs that grow into meaningful careers or investing in life-changing educational programs, we strive every day to impact the communities we call home.” With brand elements spotlighting service, Dollar General shows how it has targeted all of its products and experiences – for customers, employees and communities – toward a meaningful mission.

Putting purpose at the core of its brand, Dollar General is supercharging its growth, even through tough times, with a campaign that brings values to the forefront for a new audience and a new era. For more information on more financial brands can leverage the power of purpose for more connection and growth, stay tuned to Believe in Banking as it tracks the big trends that are impacting financial services or contact us at info@adrenalineagency.com.

Photo Credit: Dollar General’s Facebook Page, August 2021

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*Percentage of people who report visiting a bank branch in person this year
Data

The Story: The need for bank branches has not waned during COVID and is expected to remain a key service for consumers. In fact, EMarketer’s Insider Intelligence recently compiled research that found the “ability to visit a bank branch as the most important retail bank benefit” and also found a majority of customers’ current banking habits are expected to remain steady throughout 2020.

The Takeaway: For financial institutions, combining digital and physical strategies that seamlessly integrate into holistic banking experiences garners far more success in meeting consumers’ needs, as the demand for omnichannel services continues to rise.

Source: Sykes, “How Have Americans’ Banking Habits Shifted During the Pandemic?” Survey Report, May 2021

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Do you need short-term help reopening your branches? Find out about post-COVID branch readiness solutions that can help, or email covidready@adrenalineagency.com.

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