We are delighted to announce what we’re confident is the world’s most advanced design for a Post Office, just opened outside of Dublin.

An Post were facing the challenges of reducing their ‘cost to serve’ whilst increasing their customer service quality and their brand’s relevance in a digital world. All this whilst aiming to generate revenue from new proposition opportunities.

Using ‘i-am’s particular processes and methodology we developed innovative bespoke concepts, placing the customer at the core of a new, improved and dramatically different customer experience.

A strong self-service zone combined with the removal of Barriers to conversation at the teller positions has helped An Post to raise their customer experience from purely functional (or frequently, dysfunctional) to efficient and rewarding.

Distinctly credible new consultation areas encourage customers to chat in-store about their needs, be they for financial solutions or even mobile phones. All this is fluidly orchestrated by a new ‘virtual’ Customer Flow Management system, removing the soul-destroying long snaking queue that so blights most Post Offices. Instead, we have a multi-function central Hub and blocks of seating with integrated display and writing surfaces.

Working with McCarthy O’Hora architects on final detail and implementation management, we have set a striking new benchmark for the Post Office of the future. The result, as well as repositioning the An Post brand, is even in these early days increasing customer satisfaction, which will lead to improved advocacy, in turn leading to improved business performance.

“The store looks beautiful. The customer response has been very positive.” says our client, An Post’s Diarmuid O’Conghaile, Head of Network Retail.

As part of their future strategy to reposition and overhaul the groups stable of fashion brands, MTI (Kiev) recently launched their new footwear brand URBAN UNITED.

Specifically aimed at the 16 to 26 year old male and female cool hunters, the stores offer the very latest global fashion trends in shoes, bags and accessories. The store is an eclectic mix of materials and furniture reflecting urban life, utilising everyday cast offs including cars, household goods and construction materials. Representing inspiration for a new generation, the URBAN UNITED personality dictates that the visual language takes its cue from street art and music rather than typical graphic formats employed in most retail stores.

Store treatments feature the unexpected creating an environment that is both challenging and entertaining. Elements include a tunnel entrance, cars and caravans, indoor and outdoor furniture including a cash shed and DJ platforms.

The flagship store is currently under construction following the opening of two pilot stores at the end of last year and a rollout programme for a further twelve stores is underway.

'i-am' are now looking at realigning all of the MTI fashion brand portfolio by the end of 2011.

Apologies for stretching the acronym but bear with me for a moment.

There has been a lot of talk about brands creating a ‘hug’ and I can think of many times when we discussed the very subject with our clients. How can we reach out to our customers to wrap them in the security of our brand through our products, services, people and values?
Good question.

So what’s the answer? No matter how hard brands (especially retail) try to embrace their customers through the different means of communication, it’s the customer that counts. There are always occasions where staff might be busy losing sales. How do I know? Its true that in some organisations there is always somebody having an off day, but it’s more to do with the fact that I always try to visit as many stores as possible in a secret shopper style before client meetings.

“What makes you think that?’ the client asks, ‘We have completely revamped our stores and training programme” “When was the last time you went into one of them?” I reply.

OK there is a lot of hard work going on to improve people skills, but my point is this, whenever I have a bad experience, the majority of the time it’s through ignorance or indifference with regard to product features, benefits, or the the availabilty of stock.

If a staff member can lead me to the olives in an average size supermarket with say 50k items on the shelves why couldn’t somebody tell me where the other sizes are in the denims I want, in a large high street store?

Don’t bother, sale lost.

I am well aware that in some product sectors customers see an intelligent well informed sales person as some kind of a challenge to their product intellect. But as we are all well aware, it’s an ageing market where more and more people love being looked after by someone who loves what they do. You can always tell when you get someone who knows the product and can hold an intelligent conversation when given the time to do the job properly.

Your responsibility is to teach them face to face conversational skills, So my suggestion is Product Education, Product Education, Product Education, knowing your subject breeds confidence and confidence breeds trust. I like brands I can trust. So that’s the hug then and if you were wondering about the KISIS, remember, keep it simple it's service that counts.

Footnote: For those who do not subscribe to my product education theme reaping rewards, I was in Best Buy the other day being served by a really helpful guy in a black jacket who knew his stuff. As I got closer to convincing myself I needed the product, I asked a fairly technical question. ‘Wait a moment I will get someone from sales to answer your question’ Hold on, who are you then? I asked, ‘I am store security, but I could see you needed help, it’s a policy for us all to know a little about the product, the people in blue are sales’.

Fantastic, even if he was a cut above the rest, I was sold.

The Silver Fox
‘i-am’ Retail Director