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Archive » May 2020 » The future of bank branches: digital transformation in a new omnichannel strategy

The future of bank branches: digital transformation in a new omnichannel strategy

Roberto Ruozi, Pierpaolo Ferrari, Guido Abate
May 2020 - n. 5
Keywords: Banche, modelli di business, sportelli bancari
Jel codes: G21, G28

Since the beginning of the banking business, branches have been the exclusive or almost exclusive channel for the distribution of products and services. The characteristics of bank branches by size, number of employees, hierarchical positions in the organization, process automation, opening hours and location have always been very different, as well as different has been their contribution to the profitability of the bank. This article, after comparing the evolution of bank branches in Italy and the main euro area countries, the Uk and the Us, analyzes the possible strategic and organizational trajectories of bank branches. It seems essential to integrate the role of branches within the overall digital transformation strategy. Omnichannel represents the fulfillment of the previous multichannel, due to the integration of the different channels, no longer seen as separate or even in conflict but as successfully integrated.

 

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