Washington Mutual's Retail Strategy

WaMu's banking stores take a page from some of America's top retailers. Specifically, the stores eliminate the high counters, button-down clerks and impersonal service so often associated with the banking industry. Instead, a Khaki-clad concierge greets customers and escorts them to the appropriate service area. Gone are the teller windows, which instead are replaced with teller "towers" that allow for easier transaction between the customers and service representatives.

Internet access to wamu.com is also available for those who want to learn more about bank products independently. In many of the retail financial centers, a "WaMu Kids" section features a play area with an activity table, books, Gameboys and more.

"The end result is a retail model that represents a dramatic shift from traditional bank branches in look, feel and service," said Amato. "We've created a retail environment where people want to go, rather than have to go."