For all businesses, the days of digital being simply an option are long gone. However, many organizations that started out as brick-and-mortar — including financial institutions — are still working to serve their customers effectively both on and offline.

“A bank branch is where the human element comes in,” explained Reg Jones, Samsung’s director of solutions for financial services, during a Q&A in New Jersey this summer. “The storefront is an opportunity to distinguish yourself outside of the bits and code that would exist within an application or online.”

But with so many banking services available online, banks are constantly charged with strategizing new ways to make the in-person experience more meaningful.

“How do we change the in-person bank experience from transactional to true clienteling and advising?” Jones asked.

See more from my conversation with Jones — including more about what the bank of the future looks like — in this video.