Mashreq introduces new E Cube retail concept

Mashreq introduced the new age of banking on Wednesday with the launch of the UAE’s first of its kind E Cube retail concept at its Dubai Internet City branch.

By Abdul Basit

Published: Thu 20 Jun 2013, 11:55 PM

Last updated: Fri 3 Apr 2015, 5:35 AM

When customers step into the Mashreq branch, their journey is met by interactive screens, empowering them to carry out any activity they prefer. So now customers have the choice to experience banking at their own pace at Mashreq.

Committed to maximising customer experience, the bank has steered banking away from a traditional platform into up-to-date technology based with the launch of new concept.

“In the next step, the bank will introduce this concept in shopping malls,” Mashreq head of retail banking group Farhad Irani told Khaleej Times at the inauguration of the first branch with latest technology devices.

So Ibn Batutta Mall will be the first shopping mall for the bank’s second branch with this concept next week, Irani said, adding that the bank has planned to introduce six more branches on this concept by the end of 2013.

Mashreq’s E Cube retail concept offers customers speedy, smart banking and most of all interactivity with the latest technology led devices. Upon entering the branch, customers and passersby will be greeted by a 75-inch exterior attractor screen. This screen visually interacts with people, engaging them with products and lifestyle choices to accommodate their requirements.

The latest launch follows a series of unparalleled financial products and services launched by the bank, which reflects Mashreq’s retail strategy and its commitment.

“Mashreq’s E Cube retail concept offers more than just banking, it is our way to make our customers evolve, engage and most of all experience banking at its best,” Irani said.

“Today is another innovation we present to our customers and the industry, which we believe will lead the way forward. Customer engagement is the core of our brand proposition,” he added.

On the screens, Mashreq’s online representative, introduces 15 different lifestyles. Customers can then discover various products and services pertaining to each of these lifestyles, with the option of physically downloading application forms and additional product information onto their smartphones through QR codes. All this is done through touch screen technology. Adding to this interactive experience, each screen will constantly showcase news feeds that will be updated in real time.

Shaker Zainal, head of Distribution, Mashreq, said: “Mashreq’s endeavour is to integrate technology with the conventional banking to exceed customer expectations. We plan to roll-out the initiative quickly across our network. The new age of banking begins today.”

For customers who opt for a more relaxed approach to their banking requirements, there are eight interactive tablets placed on tables across the branch. The tablets enable customers to browse through products and services and apply for them then and there.

They may also check their social media accounts, surf the Internet and make the most of online services. Also situated in the branch is a Microsoft Surface table that allows customers to make any necessary financial calculations and customise products to their requirements.

Giving customers the option for a more private banking environment, the branch comes equipped with a private kiosk where customers can access their personal banking information among other services, including immediate video conferencing with the call centre.

With the promise of revolutionary banking, Mashreq has appointed customer service representatives to help customers familiarise themselves with the new technology and assist them with any queries they may have.

abdulbasit@khaleejtimes.com