Banking in an internet cafe
It’s a typical Saturday in Philadelphia and I once again find myself sitting in my local ING Direct Cafe (”the Cafe”), a retail bank masquerading as a coffee shop and internet cafe. The Cafe caters to the coworking generation with its shared office space, cafe culture, and double-agent barista-tellers offering sage savings advice with your purchase. The front of the Cafe is mixed with round tables and plush chairs, and is peppered with families, students, and professionals sipping the afternoon away people watching. I am at the four-person granite bar where the mood is like my corner pub, with NASCAR on the high definition television above me and a nervous home buyer named Sandy sitting next to me. Sandy is taking advantage of the free wifi to make the final decisions for her purchase, and isn’t shy to share her story with the non-threatening internet nerd sitting next to her. The other two seats are now empty, but serve as a revolving door for patient patrons waiting to take advantage of the Cafe’s eight internet terminals.
Per ING Direct’s website, their approach to banking is backed by ING, a Dutch-origin global financial institution that offers banking, insurance and asset management to sixty-million customers. The Cafe is an excellent complement to ING Direct’s no-frills retail model, passing the savings from a limited bricks and mortar presence onto its customers through higher-than-normal returns on their various demand and long-term savings products. Additionally, the Cafe offers added value to its customers by making the typically mundane experience of retail banking more enjoyable. But while I have been sitting here, I have noticed that customers typically come for the food, beverages, and internet, and shy away from talking about ING Direct’s financial services. There are several possible reasons for this including a hesitancy for potential customers to discuss their personal finances in public, current customers taking advantage of the ING Direct’s self-service nature and handling issues at home, or that customers simply want the Cafe’s ancillary services and aren’t interested in an online retail bank. In my humble opinion, the Cafe should offer a private room where the employees may discuss their products privately with potential customers.
Overall, the ING Direct Cafe is a unique alternative to the traditional retail banking model, and offers several needed services for the urban customers that they serve.
Posted on March 22nd, 2008 | By: bootstrap economist | Filed under Banking
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