PNC Bank will make instant card issuance available in 85% of its branches by the end of this year, advancing what's becoming a staple of EMV-era card strategy.  

About two thirds of the Pittsburgh-based bank's branches have the printers currently, it said in a June 21 news release. The machines allow customers entering a branch to replace lost, stolen or damaged cards or to open a new account to receive their bank card before they exit the branch – instead of waiting for it to arrive by post, which takes up to seven days.

Instant issuance is considered an important part of the EMV migration because it is thought to increase consumer loyalty and boost the odds of the issuer's card achieving 'top of wallet' status.

PNC began piloting them in 2014 and began rolling them out in phases last year.

PNC framed the program as one that allows it to help "resolve problems within minutes" for customers" in an on-demand economy."

"Our customers tell us that the new account opening experience is significantly enhanced when they walk out of a branch with a debit card in hand," Todd Barnhart, retail distribution executive, said in the release. "By expanding this service, we are able to better serve our customers and help resolve problems within minutes."

Customers must be present in the branch to receive a new card. Right now, PNC is only issuing chip-enabled debit cards instantly but said future plans include personal, business and affinity credit cards.

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