Press release

Citibank Customers Benefit from First Smart Banking Branch in Romania

Bucharest - Following the recent launch of its smart banking branches in New York, Tokyo, Singapore and Hong Kong, Citibank has opened the first digitized bank branch in Romania. Citibank customers can now enjoy a unique banking experience, including tailored products and services, via state-of-the-art technology in the new smart banking branch in Baneasa Shopping City in Bucharest.

The branch was inaugurated on January 17 by Marc Luet, Chief Executive Officer of the EMEA Citicorp Consumer, Andrea Farace, Citi's Chief Operating Officer for Central and Eastern Europe and Middle East, and Shahmir Khaliq, Citi's Division Head for Bulgaria, Czech Republic, Romania, and Slovakia.

The opening of the branch is a significant milestone in Citibank Romania's retail banking strategy, which is based on innovation, ease and convenience and superior customer experience.

"Retail banking is significantly changing along with evolving customer needs. Following this trend, banking should be smarter, and the conventional branch setting as we know it needs to change. Citibank Romania's new smart branch is carefully designed around the customer, leveraging technology to firmly put the customer's experience centre-stage," said Citi's Luet.

In order to offer a special on-the-go banking experience to the urban shoppers in Baneasa Shopping City, the smart branch brings together the following innovative elements of modern design and technology:

Dual Currency ATM with Lei and Euro withdrawal - first of its kind in Romania

VideoPhone - 24/7 CitiPhone video-conferencing service with Apple display, offering face-to-face consulting with the CitiPhone Banker

Citibank Online terminal - workstation with Apple display, where the customer can access the Citibank website and perform transactions on Citibank Online

Electronic Sales Wall - interactive 46" touch-screen with Citibank products and services presentation

Media Wall - large LCD wall (2.1 x 1.25m) showing an updated collection of news feeds, stock indexes, FX rates and product information

Electronic brochure - an interactive brochure on Apple IPAD presenting Citibank products and services

Wireless network - available for all customers of the mall

"Romania is one of the key markets for Citibank's retail banking development and the inauguration of this branch demonstrates our continuous effort to increase the level of service available in the local market, as well as our ability to quickly bring innovations from different parts of the world to Romania," said Farace.

"The smart banking concept is tailored for the modern Romanian customers, who value their time and are looking for a hassle free banking experience. This branch exemplifies Citibank Romania's priority focus on being a truly cutting-edge, customer-focused bank," said Pandi. "‘Banking as it should be' is our advertising tagline in Romania and with the launch of this branch we are taking another important step towards bringing world class banking services, with innovative features which are first of their kind in Romania."

The branch is opened daily from 10 to 19. During the rest of the day, customers have access to the alternative banking solutions (VideoPhone, Citibank Online terminal and ATMs) in the 24/7 lobby.

For a virtual tour of the branch, please access

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