30 August, 2022
The XII Annual Financial Industry Innovation and Achievement Award ceremony FINAWARD'22 was held in Moscow. Alfa-Bank became the winner in the FINSTYLE category and received an award for its Phygital offices project.
Phygital offices are branches where digital experience is merged with physical service. A visit there can be planned in advance, customers are identified at the entrance through Face ID, and all documents are signed and stored on a smartphone. Currently, the bank already has over 200 such offices across every region of the country, and the bank continues to implement this project, innovative for the Russian financial market.
To model and build an optimal office network in the new Phygital format, a "digital twin" network approach was used, where virtual digital copies of the offices are created, tens of millions of different scenarios and their combinations are considered, and the best ones are selected.
The bank has used the Geonet service, which is based on Marketing Logic's proprietary Atlas geographic information system, as the technological platform for creating this twin. The Geonet service made it possible to quickly aggregate all the data that the joint team of the bank and Marketing Logic wanted to bring together. The Geonet system sees an office as a set of modules combined into a single financial model. Hence the recommendations are given not just for branches, but for individual modules, employees, floorspace and other parameters, with the level of detail the bank wants to see.
Together with Alfa Bank, we have described in detail the complexities and advantages of the approach and technical solutions - in the project case study.
"Once again, we congratulate the whole team of Alfa-Bank and the Head of the Network Management Department, Elena Tyatenkova, who led the project, on such outstanding recognition from financial market professionals. This is the second award for the Phygital offices project this year. Earlier this year, Alfa Bank's project won the RB Digital Awards 2022. The entire Marketing Logic team would like to join in on a well-deserved congratulations, and of course, we are proud to be part of such a vibrant project.” Dmitry Galkin, Managing Partner, Marketing Logic