'Pop-up branch' one of three new concepts being tested by PNC Bank.

• Position: MARKETING NEWS

ONE OF THREE NEW CONCEPT BRANCHES being explored by PNC Bank, Pittsburgh, is called a "Pop-Up Branch."

The temporary branch will be used for three months in Atlanta to raise brand awareness in the bank's new Southeast market.

The branch is constructed of steel, measuring 20 by 8 feet, and open seven days a week at Atlantic Station, a mixed-use facility at the site of the former Atlantic Steel Mill. Instead of tellers, the branch is staffed by financial services consultants who will help with new accounts and personal loans and also referrals for PNC mortgage, investments, merchant services and other products.

The consultants also will use iPads to demonstrate online and mobile services, e.g., PNC Virtual Wallet and Cash Flow Insight for small businesses. For routine transactions, a "smart" ATM will be available 24 hours for customers to withdraw cash--including $1 bills--cash checks or deposit checks or cash into their accounts.

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"We're excited about the future as branches serve more as retail outlets for financial advice and solutions," says Todd Barn hart, executive vice president of branch banking. "When it comes to major financial decisions, most customers want a face-to-face conversation, so our emphasis is more on in-depth conversations vs. routine transactions, which...