Next Door will host free workshops and consultations in its coffee shop, which has free wifi. People are encouraged to visit without being cajoled into opening accounts or buying insurance.
This is a great example of a brand building trust with a target consumer group in a convivial space. For more on how brands are turning stores into social hubs by serving coffee, read our Coffee Plus microtrend. For another example of a bank opting for a sociable club mentality, read our Insight news article.