The Co-op Bank
The Co-operative Bank are the "good guys of banking". They have a strong environmental and ethical policy that gives them a unique position in world banking. However they suffer from low consumer awareness and a lack of high street presence. We needed to bring this great business to the attention of more potential customers.
The Brief:
To develop a new experience concept that differentiates Co-operative Bank branches within the marketplace and that is integral to our ethical approach. The concept should attract a range of new customers and offer a first class journey for every branch interaction with all customers.
The Solution:
We created the greenest bank in the UK and we wanted it to feel green, professional, efficient and different. We used new queuing systems so that people felt good about being in there and there is a fluid, curvaceous, more sensual feel - the opposite of what you'd expect from a UK bank. All the materials and finishes adhere to best-in-class environmental standards and we created a deliberate customer journey to create the perfect customer flow. We worked with the Co-op to create the role of the 'host' who manages the whole front of house to allocate the staff and look after the needs of the customers.
The Result:
The first branch was built within the allocated budget and opened in Walsall on 29 July 2006. It has proved an outstanding success with both staff and customers. The business performance is ahead of target and 'i-am' associates are currently involved in the rollout of the concept to further sites throughout the UK. The bank has already achieved its new account opening targets for the year and the customers love the water fountains and the plastic dog seats for the kids!
