AFFIN Bank Bhd partnered with homegrown lifestyle tea brand, Tealive, to integrate its Tealive 3.0 concept store, making it the first-of-its-kind to offer a unique social banking concept.
In a statement released yesterday, the bank stated the branch, the 111th, will be situated within the Universiti Teknologi MARA (UiTM) Puncak Alam campus.
The concept store will feature a dedicated bakery corner, Tealive Eats, as well as a sell-order standee allowing customers to order and pay online before collecting purchases.
Loob Holding Sdn Bhd CEO Bryan Loo said the partnership is a breakthrough that will elevate Tealive to a higher standard in serving customers and spreading the modern lifestyle tea culture in Malaysia.
“We hope Tealive will assist the bank to attract younger consumers with our integrated lifestyle tea menu, while creating a conducive social meeting place for them,” he said. According to Loo, the brand has prior experience in setting up bank cafes in Myanmar through its venture with the United Amara Bank.
He said the decision to collabo- rate was a good and timely one, as Affin Bank has proved to be a progressive group.
“There may be existing cafes in bank branches but none dedicated to serving bubble tea and other made-to-order lifestyle drinks like Tealive.
“We believe there will be even greater integration as banking services will converge with lifestyle retail choices. Our brands have to stay relevant to meet the ever-changing needs of consumers,” Loo added.
Affin Bank president and group CEO Datuk Wan Razly Abdullah Wan Ali said the opening of this branch marks a bold step in embarking on a new trend in banking with an aim to become more approachable to the younger generations.
“As the younger consumers are more digitally engaged, they naturally become more aware of events taking place within their surroundings. The introduction of this new concept of banking in the community could not be timelier and in line with our metamorphosis journey to become a progressive bank and to be the preferred bank among the youth segment,” he said.
Source: Malaysian Reserve