Taking a cue from fashion designers, tech companies and others, PNC has opened a temporary pop-up branch to introduce its brand and its digital services to a relatively unexplored market for the Pittsburgh bank: Atlanta. The latest test branch will remain open seven days a week for about three months and is meant to engage people off the streets.

"The pop-up branch is one way we are trying to give more [people] more exposure to PNC," says Todd Barnhart, executive vice president of branch banking at PNC. "If a [bank] is not out there testing and learning from its customer base today, it will quickly get left behind. …You can only go so far with a lab."

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