The client is an Indonesian commercial bank with millions of customers across 62 cities in Indonesia and a pioneer in mobile cash technology. As Indonesia’s banking landscape grew more competitive and the rise of concerns over the impact of the COVID-19 pandemic, the client needed to find their competitive edge to continue growing in times of critical uncertainty.
The client turned to ADA to leverage our data analytics expertise to evaluate several key locations to determine the presence and distribution of Syariah banking competitors that caters to their Muslim target audience. Additionally, potential relocation opportunities for their Syariah bank branches was also identified by studying their existing under-performing branches.
The pain points above were used as a guideline to tackle the following problems:
A total of three solutions were crafted to address the problem statement:
The client was able to identify multiple non-performing branches that were meant to service specific target audiences. ADA identified location with the highest concentration of the desired target audience allowing the client to strategise its relocation plans.
The client was able to determine strategic locations with richer concentration of high affluent population (wealth managers, businesses, and employee personas) without any banking service presence. Furthermore, the location also has a larger Muslim population, which meets the key criteria for the client’s expansion of Syariah bank branches.
ADA’s Location Planner insights and report were integrated into the core of the client team’s 5-year branch transformation blueprint.