First Financial closing 3 local branches

First Financial branch consolidations

200 N. Main St., Seven Mile

Westover retirement community branch, 855 Stahlheber Road, Hamilton

These branches close and consolidate into nearby locations effective Feb. 15, 2013

SOURCE: First Financial Bancorp

Three branches of First Financial Bancorp in Seven Mile, Fairfield Twp. and Hamilton are closing in February, as the bank looks to cut costs and respond to changing customer habits.

A Seven Mile branch, 200 N. Main St., will be consolidated into a Trenton location at 125 E. State St., the company said. And the Walden Ponds branch, 5971 Golf Club Lane, Fairfield Twp., will consolidate into the Plaza branch, 2344 S. Erie Hwy., Hamilton. Also, the Westover retirement community branch, 855 Stahlheber Road, will consolidate into the Main Street Hamilton location, 970 Main Street.

The Butler County branch closures are among a total 10 branches planned to close, which also includes locations in Greater Cincinnati, Indiana and Greater Dayton.

First Financial is Butler County’s biggest bank by deposits, and the corporate company was formerly headquartered in Hamilton. The headquarters are now in Cincinnati.

Bank customers should have already been notified of the changes by letters, First Financial said.

“We are not exiting any markets and all banking centers will consolidate into an existing nearby banking center location,” said Jill Wyman, executive vice president and co-chief retail banking officer of First Financial, in a statement. “As we continue to see a shift in consumer banking habits and preferences, we are investing in and enhancing our products and services to meet our clients’ changing needs. While some clients still visit our banking centers and find value in face-to-face meetings with our banking center teams, we have found that many of our clients prefer quick and convenient on the on-the-go banking options that fit their busy lives, including online banking, mobile banking, enhanced ATMs, etc.”

The banking company is looking for ways to be more efficient, and said at the end of October with third quarter earnings it has identified opportunities for $17.1 million of annual cost savings. Already included in the $17.1 million of cost savings is an estimated $3 million in savings related to nine branches the bank closed earlier this year in Ohio and Indiana. In June, First Financial closed branches in Cleves, Lebanon, Lewisburg and Mason.

Wyman said First Financial is investing in online and mobile technologies. Also in August, First Financial announced plans to upgrade and replace more than 135 ATMs in its Ohio, Indiana and Kentucky footprint.

“From the challenging economic conditions to the changing needs of clients, it is important for us to continually review our banking center network. Our growth strategy includes aligning our retail model with the needs of our clients while directing resources where we see the greatest potential for success to drive stronger long-term profitability and improve operating efficiencies,” Wyman said in the statement.