Tag Archives: branch

JPMorgan Chase continues to add branches and sales specialists

Given that there is much discussion in banking circles on the future of the branch, it is interesting to note that JPMorgan Chase is continuing to grow its branch network, as well as continuing to grow specialist staff numbers (notably personal bankers and sales specialists).  According to data published this morning for its Retail Financial Services unit:

  • Chase’s retail branch network rose by 240 over the past year, and by 112 in the quarter, to 5,508 branches.  Although it recently scaled back its aggressive branch expansion plans, it sees significant opportunity to expand its retail network in selected markets, such as Florida.
  • It now has more than 6,000 sales specialists, which represents a y/y increase of 23%.  Chase ratio of sales specialists per branch increase from 0.93 in 4Q10 to 1.09 in 4Q11.
  • Chase has also significantly grown its network of personal bankers, with an increase of 12% in the past year, to 24,308.  As with sales specialists, the ratio of personal bankers per branch rose, from 4.13 in 4Q10 to 4.41 in 4Q11.

Bank of America credit card production by channel: interesting trends

Bank of America recently published a breakdown of its credit card production by channel, in its second quarter 2011 Investor Fact Book.

Comparing the first half of 2011 with the full-year 2010, we see that eCommerce remains the most important credit card acquisition channel (at just over 28%), but its share fell almost 8 percentage points between 2010 and the first half of 2011.

Channels that have had the strongest share gain are:

  • Branch:  Bank of America was at the forefront of the push among leading bank card issuers to sell cards through their branches in the mid 2000’s, but this trend appeared to have lost traction in more recent years, as the financial crisis took hold.  However, there was a notable shift in the first half of this year, with branches accounting for 28% of credit card production, up more than 7 percentage points from 2010.
  • Direct mail: Traditionally, direct mail accounted for an overwhelming share of credit card production.  However, this share plummeted over the past decade, as response rates fell and new channels emerged with lower average acquisition costs.  However, this decline appears to have bottomed out, with bank card issuers now rolling out targeted direct mail campaigns to specific segments of interest, such as affluents.  DM accounted for 24% of card production in the first half of 2011, up 3.5 percentage points from 2010.

Internet is now Bank of America’s largest credit card account production channel

Bank of America’s Full Year 2010 Investor Factbook revealed some interesting trends in various channel’s share of credit card account production

  • eCommerce channel accounted for 36% of the bank’s credit card account production in 2010, up significantly from 15% in 2008
  • Bank branch network share fell from 25% to 21% (note that Bank of America was at the forefront in the mid 2000’s in driving credit card sales through branches)
  • Direct mail share rose from 20% to 21%, stemming steady declines in its share of account production in recent years

The findings underscore the growing importance of the Internet as a sales channel.  However, what the Bank of America data does not reflect is the fact that consumers now tend to use multiple channels before making an acquisition.  For example, a consumer could receive a credit card offer in the mail, but submit their application via the Internet.  Therefore, bank credit card issuers need to ensure that these key channels (Internet, branch and DM) are all in synch to optimize sales effectiveness.