ABA Banking Journal - November/December 2017 - 34

FEATURE > RETAIL BANKING

More Than
Just a Drink

BANK CUSTOMERS AND CAFÉ-GOERS MINGLE
IN THE COFFEE SHOP INSIDE HOMETOWN
BANK'S WACONIA BRANCH LOBBY.

Banks turn to café culture to reimagine the customer experience.
BY KERRY O'LEARY

P

our-over, cold brew, nitro or drip-the art of brewing
coffee has reached new heights in recent years for
bean lovers around the world and, in most cities,
the coffee shop is as ubiquitous as the corner store.
But "café culture" isn't just for java aficionados;
it's a way of gathering, sharing ideas and doing business
that has a long place in history-from 14th-century Turkey
to 19th-century Vienna to today's wifi-enabled spaces and
extensive menu options.
Today's retail experience calls for a special blend of
traditional business and innovative interaction, and for
banks, that means getting customers in the lobby but giving
them a fresh experience. Richwood Bank-a six-branch,
Ohio-based community institution-had that goal after
experiencing two consecutive years of five percent declines
in lobby traffic.
Richwood Coffee's uniquely filtered customer experience is
a donation-based model that president and CEO Chad L.
Hoffman envisioned while on a walk through his local retail
mall. Hoffman knew it was time for a remodel, and talks were
underway. "There were probably 20 people in line for this very
small space, and it was obvious that our lobby could support
a coffee shop. So we just started running with it."
Heather Wirtz, chief development officer and head of
Richwood Marketing-the bank's full-service creative
firm that extends marketing strategies and products to
34

ABA BANKING JOURNAL | NOVEMBER/DECEMBER 2017

its business customers-describes the Richwood Coffee
model. "When a visitor comes in, they give to one or more
of our nonprofit partners, who have an existing banking
relationship with us," she says. In return, they get a gift
card loaded with credits-the currency for the coffee
shop. Baristas are trained on accounts and products,
helping convert coffee drinkers or community activists into
bank customers.
"It's a win-win for customers since they support a cause they
believe in, and a win-win for the bank as far as foot traffic,"
says Hoffman. In the first two weeks following Richwood's
second coffee shop in the town of Delaware, nearly $2,000
had been raised. The culture keeps on giving, too. "When
you have these nonprofits that are saying 'go into Richwood
Bank and get your coffee,' you've got outside organizations
that are actually pushing us as a destination."

A handshake model for the modern age
Capital One Café-in 12 cities and counting from Denver
to West Palm Beach, Fla.-takes a corporate relationship
to each institution's community-based roots with full,
independently operated Peet's Coffee locations branded to
the bank and packed with bank amenities.
Visitors are greeted by a "café ambassador," a roaming
digital lifestyle coach who takes orders on an Apple iWatch
and serves as a resource for online banking services,
product information and all things Capital One. Baristas



Table of Contents for the Digital Edition of ABA Banking Journal - November/December 2017

Chairman’s View
Upfront
Legal Briefs
Economic Outlook
Power Up Profile
Pitching In
Choices and Options Down on the Farm
Eager or Not, Every Board Needs an M&A Strategy
Adapting to Survive
More Than Just a Drink
Operations
Payments
Small Business Lending
Human Resources
ABA Compliance Center Inbox
From the States
Corporate Social Responsibility
Index of Advertisers
From the Vault
ABA Banking Journal - November/December 2017 - Intro
ABA Banking Journal - November/December 2017 - ebelly1
ABA Banking Journal - November/December 2017 - ebelly2
ABA Banking Journal - November/December 2017 - cover1
ABA Banking Journal - November/December 2017 - cover2
ABA Banking Journal - November/December 2017 - 3
ABA Banking Journal - November/December 2017 - 4
ABA Banking Journal - November/December 2017 - 5
ABA Banking Journal - November/December 2017 - 6
ABA Banking Journal - November/December 2017 - 7
ABA Banking Journal - November/December 2017 - Chairman’s View
ABA Banking Journal - November/December 2017 - 9
ABA Banking Journal - November/December 2017 - Upfront
ABA Banking Journal - November/December 2017 - 11
ABA Banking Journal - November/December 2017 - 12
ABA Banking Journal - November/December 2017 - 13
ABA Banking Journal - November/December 2017 - 14
ABA Banking Journal - November/December 2017 - 15
ABA Banking Journal - November/December 2017 - Legal Briefs
ABA Banking Journal - November/December 2017 - 17
ABA Banking Journal - November/December 2017 - Economic Outlook
ABA Banking Journal - November/December 2017 - Power Up Profile
ABA Banking Journal - November/December 2017 - Pitching In
ABA Banking Journal - November/December 2017 - 21
ABA Banking Journal - November/December 2017 - 22
ABA Banking Journal - November/December 2017 - 23
ABA Banking Journal - November/December 2017 - 24
ABA Banking Journal - November/December 2017 - 25
ABA Banking Journal - November/December 2017 - Choices and Options Down on the Farm
ABA Banking Journal - November/December 2017 - 27
ABA Banking Journal - November/December 2017 - Eager or Not, Every Board Needs an M&A Strategy
ABA Banking Journal - November/December 2017 - 29
ABA Banking Journal - November/December 2017 - Adapting to Survive
ABA Banking Journal - November/December 2017 - 31
ABA Banking Journal - November/December 2017 - 32
ABA Banking Journal - November/December 2017 - 33
ABA Banking Journal - November/December 2017 - More Than Just a Drink
ABA Banking Journal - November/December 2017 - 35
ABA Banking Journal - November/December 2017 - Operations
ABA Banking Journal - November/December 2017 - 37
ABA Banking Journal - November/December 2017 - Payments
ABA Banking Journal - November/December 2017 - 39
ABA Banking Journal - November/December 2017 - Small Business Lending
ABA Banking Journal - November/December 2017 - 41
ABA Banking Journal - November/December 2017 - Human Resources
ABA Banking Journal - November/December 2017 - 43
ABA Banking Journal - November/December 2017 - 44
ABA Banking Journal - November/December 2017 - ABA Compliance Center Inbox
ABA Banking Journal - November/December 2017 - From the States
ABA Banking Journal - November/December 2017 - 47
ABA Banking Journal - November/December 2017 - Corporate Social Responsibility
ABA Banking Journal - November/December 2017 - Index of Advertisers
ABA Banking Journal - November/December 2017 - From the Vault
ABA Banking Journal - November/December 2017 - cover3
ABA Banking Journal - November/December 2017 - cover4
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