Omnichannel Commerce is Accelerating
[Updated May 2025] Blending Digital and In-Branch: What Credit Unions Can Learn from Omnichannel Payment Trends Omnichannel Is Here to Stay—And It’s Not Just for Retail A recent Carat Insights report from Fiserv highlights a powerful shift in how people prefer to interact with businesses—and the lessons apply far beyond grocery stores and online retail. For credit unions, the rise of omnichannel commerce is a strong reminder that members expect flexibility, choice, and consistency—no matter how they engage with their financial institution. From the growing use of digital wallets and contactless payments to the blend of online and in-person experiences like “Buy Online, Pick Up In-Store” (BOPIS), this report provides clear guidance: members want an integrated experience, and credit unions must adapt their branches and digital tools to match. What the Fiserv Report Says The report gathered insights from 2,200 U.S. consumers and tracked over a billion transactions. Here’s what stood out: 60% of consumers used BOPIS at a restaurant, 48% at a retailer, and 44% at a grocery store. Omnichannel spend is booming, up 77% in restaurants, 71% in grocery, and 39% in retail. In-store contactless payments grew by 450% in just one year. Digital wallet use nearly quadrupled online. Debit cards are now the top way younger consumers pay online. BNPL (Buy Now Pay Later) is gaining ground, especially among high-income users. QR codes are widely recognized (76%) but underutilized (only 26% have used them for payments). What This Means for Credit Unions Credit unions aren’t in the business of selling groceries—but the expectations around service and convenience now apply to every industry, including financial services. Here’s how credit unions can apply these lessons to modernize service: 1. Create a Seamless Omnichannel Experience Members shouldn’t feel like they’re dealing with two different credit unions depending on whether they visit a branch or use your app. With Better Lobby, credit unions can unify digital and in-branch experiences through: Online appointment scheduling Video and phone consultations Real-time lobby queuing QR code check-ins for walk-ins or scheduled visits Just like shoppers want to order online and pick up in-store, members want the freedom to choose how they interact with their credit union—whether for opening a new account, meeting with a loan officer, or getting quick help. 2. Modernize Branch Services Without Losing the Human Touch Omnichannel doesn’t mean eliminating branches—it means making them more efficient, helpful, and personalized. The Fiserv report found that people still value physical locations, especially when paired with digital tools. Better Lobby supports this balance by: Giving members the power to schedule visits in advance Helping staff prepare for each member interaction Providing transparent wait times with wall displays Allowing flexible service through kiosks, video, or face-to-face 3. Keep Up with Digital Payment Trends While Better Lobby doesn’t process payments, our platform is part of the digital transformation journey that members expect. Credit unions that support digital wallets, contactless cards, and virtual consults position themselves as forward-thinking and member-centric. As Gen Z and Millennials increasingly rely on mobile-first services and expect instant, convenient interactions, Better Lobby helps credit unions meet them where they are—without sacrificing the human connection. Key Takeaway: Blending Digital and In-Branch Credit union members want convenience—but they also want trust, guidance, and human support. Omnichannel isn’t a trend anymore—it’s the standard. Better Lobby makes it easier for credit unions to deliver on this expectation by connecting digital and in-branch service through one unified platform. The following section is the original post from February 2022. While some product names and screenshots may be outdated, we’ve kept it here for historical reference. A Fiserv Carat Insights report shows that commerce experiences that blend the physical and digital are increasingly popular among consumers. Omnichannel spending that encompasses a mix of online and in-store business models grew substantially year-over-year, with increases of omnichannel spend seen in verticals including restaurant This consumer desire for omnichannel experiences is increasingly crossing over to CUs as well. Case in point: Many of our clients continue to adopt our Flexible Branches Video Meetings module to digitally serve members without the need for them to come into a branch. Key Takeaway: The digital and physical channels, once separate, are coming together in many ways. Better Lobby manages visitor meetings in this entire “space.”
Video’s Impact on Member Satisfaction
In a recent PYMTS article, the research firm notes that 97 percent of FIs that offer video banking said their net promoter score (NPS) — a metric used to gauge customer satisfaction — was as good or better than their other channels, and 90 percent of video banking users said they would be willing to use video banking again. Why do so many people like video interactions? One reason is that they are comfortable with video meetings from the pandemic, but perhaps a bigger reason is that they like the level of personalization that video offers. The article goes on to state that a notable 97 percent of consumers said that high-quality customer service was somewhat or very important, meaning it ranked higher than low fees, fraud protection and mobile access. Video goes a long way in meeting consumer desires for personal service, especially when branches are closed. Key Takeaway: Our Flexible Branches Video Meetings module enables personalized and expert service at a distance while equipping your CU to handle both unscheduled video visitors and video appointments.
The Future of In-Person Banking
GoMoxie, a customer engagement software company, recently published a survey indicating that 62{91edff4ab0179c213d4d62ccb73735ad51d636906a6f58336791bd911b76df7b} of consumers prefer to use FIs that have a physical presence, rather than a digital-only presence. Many industry experts believe that the future of in-person banking will focus on: Appointments Value-based and higher level services, i.e., mortgages, loans, financial advice/investments Problem solving Key Takeaway: Without a doubt, the look, feel and purpose of your branches will be much different post-pandemic; and appointments – for both in-branch and video meetings – will play a key role in defining this in-person banking transformation.
Parking Lot Check-in Proves Popular
We have been getting very positive feedback on our new Parking Lot Check-in feature which is a simple and easy to use feature that conveniently checks-in members from the safety of their cars. It is not that surprising because this latest addition to our Better Lobby Online Queuing module was developed as a direct result of CU client feedback With lobby traffic limited in many areas of the country, CUs are looking for ways to remain efficient while simultaneously creating a safe environment for their branch visitors. Online Queuing and Parking Lot Check-in are ideally suited to achieving these goals. Key Takeaway: The benefits of this Parking Lot Check-in functionality are numerous not only when social distancing measures are in place, but we feel that they will continue to resonate with members long after the COVID-19 pandemic passes.
Parking Lot Check-in Now Available
After implementing our Online Queuing module (software which enables branch visitors to place their name in the Better Lobby Main Service Queue – for walk-in service – before arriving at the branch) at various CUs across the US, we received feedback from our CU partners that they really wanted their members to be able to “announce” their arrival in the branch parking lot via a text message. Our developers responded quickly and we are proud to announce the release of our new Parking Lot Check-in feature. Once members have queued online, they receive a TEXT message with a “check-in” link that can be used when they arrive at the branch parking lot. It’s a simple and easy to use feature that conveniently checks-in members from the safety of their cars. Key Takeaway: By allowing members to wait in their cars, credit unions will be putting both their members and their employees at ease.
Branch Banking Remains Popular After COVID-19
In a recent poll conducted by Boston Consulting Group, just 3{91edff4ab0179c213d4d62ccb73735ad51d636906a6f58336791bd911b76df7b} of Americans said they would stop using branch banking altogether in response to the coronavirus pandemic. Without a doubt, this means that closing branches would not be advisable. Yet, CUs must seriously rethink how they plan to handle lobby visits post-pandemic. Better Lobby offers may ways to keep your lobbies open – both safely and efficiently: Appointments Online Queuing “Text me when I’m soon to be served” Key Takeaway: Your members expect and want access to face to face meetings. Fortunately there are affordable ways to meet their needs.
Branches Going Forward Post-COVID
The Financial Brand recently surveyed knowledgeable industry experts on how the coronavirus may have changed in-person banking forever. Here are a few sample responses: David Horton, Managing Director, Global Head of Innovation for Thynk Digital: “Long term, I do not see too much [downward] impact on the role of the branch when providing advice on complex financial products like mortgages, insurance and investing, as the ‘human’ element is still very much in demand by the consumer.” Bob Meara, senior analyst with Celent’s banking practice: “Money is a sensitive, emotional and complex topic. People will continue to value traditional face-to-face interaction for such matters.” Steven Page, VP of IT, Marketing and Digital Banking for SafeAmerica Credit Union: “Touch, smell and the pure simple optics of a branch will be critical. The institutions that take it seriously will be the winners.” Key Takeaway: Members will always want to meet with your staff, so every CU will need to do their best to help ensure that these interactions are done safely and efficiently. Our solutions, the Mobile Appointment Booking Tool, Online Queuing and Kiosk 5 with its “text me when I am soon to be served” feature, are designed for CUs looking to accomplish these goals.
Digital & Branches Are Completely Complementary
Over the years, many new banking channels have come on the scene: ATMs, Telephone Banking, Online Banking, Mobile Banking, Video Banking and more. After every advancement, some pundits have always predicted that the latest innovation will replace branches. However, the reality is that new channels have never replaced old channels – they merely add another layer of convenience for the member. It is safe to assume that this multi-channel reality will remain post-pandemic. Banking consultant Dave Martin sums it up nicely: “I believe that customers of well-run financial institutions are going to come out of this period with newfound appreciation for digital and remote channels, while also becoming more grateful for the physical presence of branches and bankers.” Key Takeaway: Digital channel usage is currently accelerating, but branches remain relevant. At Better Branches Technology, we are committed to helping connect all channels so that CUs can continue to deliver great service, however members choose to interact with them.
CUs excel at Personalized Service
The 2019 Retail Banking Report from Bain & Co. found that community FIs were experiencing ‘rampant’ leakage of accountholders to BigTech, Fintech and specialist start-ups. These companies often offer robust mobile apps and full featured websites that appeal to digital consumers. Yet survey after survey shows that all demographics – even so-called digital natives – still visit branches anywhere from monthly to at least quarterly on average. Some research even reveals that credit union members desire more personalization and in-person interaction at the branch than bank customers do. Why is this the case? Of course, people want to feel like they have physical access to their money, but more importantly they seek face-to-face financial guidance and personalized assistance that digital channels cannot provide. Personalized assistance is where CUs have always shined – members can count on their CU to deliver friendly service and consultative advice. Key Takeaway: In these difficult times, people are trying to maintain some degree of normality. Keeping your lobbies safely open, perhaps by appointment only as quite a few CUs and other organizations are doing, is one way your CU can continue to provide personalized service in a familiar environment.