WATERLOO, Iowa – For John Deere Community Credit Union the path to success is found in member convenience. Since 1993 the credit union has made an in-store branch network work to its advantage. "When we started this we were looking for alternatives since we were at capacity at our free standing branches," said JDCCU Vice President of Branches Renee Christoffer. "We found a partner in HyVee grocery stores because they shared a similar philosophy and approach to service coming first and the rest is history." According to experts branches in retail stores are an increasingly popular and efficient means of growing membership and strengthening relationships. Christoffer adds that the credit union wanted to be more proactive in meeting member needs- of which convenience topped the list. That meant a move to a seven-day work week and more in-store branches. "You have no idea how much members appreciate it we do many surveys and we always rank high on the convenience ratings," said Christoffer. "What's great is that because of these branches now our members know us for convenience." According to Christoffer, the six total in-store branches, which are strategically located in HyVee stores throughout its field of membership here, primarily generate new accounts and loans. To help in-store branches reach their full potential it's critical that the credit union be visible in the supermarket and push the message that it is full-service. Crediting a good partnership, the HyVee, JDCCU relationship has been truly cooperative and supportive one. Christopffer says in addition to keeping each other informed on special promotions it isn't unusual to see promotions that complement each other or even JDCCU staffers walking the aisles or donning an apron to sack grocery bags. To keep credit union staffers in the loop the training and development department has developed courses to be offered "after-hours" to accommodate the non-traditional hours in-store staffers work. "We've been very successful at creating an atmosphere of providing full service every hour and members love that they can walk in and any service they want is available to them at any time," said Christoffer. "Our employees are multifunctional and to maintain our good working relationship with HyVee we make sure we participate in all grocery store events and be as involved as we can with the store itself and management of the store." Working within a space that can range from 495 to 800 square-feet, JDCCU makes every inch of wall, counter or window space count. The branches feature an open layout, modern feel and staffers greet almost every HyVee client that enters the store. The credit union has plans to unveil another in-store branch in July and a freestanding branch in August.