[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:
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60% of consumers used BOPIS at a restaurant, 48% at a retailer, and 44% at a grocery store.
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Omnichannel spend is booming, up 77% in restaurants, 71% in grocery, and 39% in retail.
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In-store contactless payments grew by 450% in just one year.
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Digital wallet use nearly quadrupled online.
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Debit cards are now the top way younger consumers pay online.
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BNPL (Buy Now Pay Later) is gaining ground, especially among high-income users.
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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:
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:
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Giving members the power to schedule visits in advance
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Helping staff prepare for each member interaction
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Providing transparent wait times with wall displays
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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.”