Changing customer behaviors drive Mashreq’s innovative new branch transformation program
Reimagined branch model will allow seamless interaction between physical and digital channels

Dubai, 02 April 2019: In response to the evolving customer needs, Mashreq Bank, one of the leading financial institution in the UAE, today announced details of the next phase of its digital transformation strategy. Retail banks in the region are witnessing a significant shift in consumer habits, with customers increasingly migrating to online and mobile banking while others demand for advisory services at the branch.

The widespread interest in more personalized and automated services has led Mashreq to unveil a reimagined branch format, the first of its kind in the UAE. The bank will now have distinct types of branches: consisting of Full Format Branches, Express, Express Business, Express Gold and Smart Branches.

The new branch model at Mashreq blends digital innovation with the services of a traditional branch to allow customers seamless and quick interaction. The new concept, with an increased focus towards automated services, offers a whole suite of functionalities including; an integrated self-service area with kiosks, ATMs, Cash and Cheque Deposit Machines, Slim Lines, Bulk Cash Deposit and Recycler; Interactive Teller Machines (ITM) and Video conferencing services to allow customers to reach out to the bank beyond regular banking hours.

To support customers’ needs at the new branches, Mashreq has also introduced the concept of a Universal Banker - a highly trained officer who will be available to assist customers for transactions, through digital devices.

Subroto Som, Executive Vice President, Head of Retail Banking Group, Mashreq Bank: “The financial sector in the region and beyond is witnessing a digital disruption. The changes in customer behavior and developments in technology have led banks to transform their networks into futuristic formats to make it more convenient to customers. Banks are considering branch transformation as an ongoing and evolutionary process as opposed to a one-off upgrade. Mashreq Bank has been making strategic investments that have revolutionized our operations and transformed us into a smart, connected and agile bank that is ready for the future.”




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