Staying ahead of competitive threats is as old as the credit union movement, but perhaps chief among these threats and the most perennial is to be perceived by consumers as less relevant than your competitors.

Today the expectations of credit union members are being driven by the dramatic changes in their retail experiences. Credit unions aren’t retailers. But consumer experiences with retail are reshaping how your members want to interact with you – and credit unions must change with them. There are at least three trends driving the evolution in consumer expectations.

Omnichannel shopping. Shopping has moved from a be-all, end-all store to a wide variety of channels, including online, mail order and mobile-commerce. According to Google, 67% of consumers regularly start shopping on one device, then move to another. Ominchannel shopping may seem futuristic, but it’s happening now.

Consumers are changing, too. They can do business wherever they want – in the store, on their smartphones, online at home, from you, from your competitors. They are empowered.

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