Project Overview
Suncorp required a store design that supported the bank's growth in new markets and spoke to customers needs in this market.
Project Commissioner
Project Creator
Team
Alex Ritchie - Creative Director
Andrew Scott-Young - Director of Interior Design
Marcia Salmond - Interior Designer
Project Brief
Suncorp‘s brief to e2 was to develop a new store design with a differentiated service model that would support the bank’s growth and aspirations in new markets.
The design would need to provide sales and service outlets which could be rolled out nationally and were appropriate to their customer’s needs in existing markets.
Suncorp felt trapped in the middle, “big banks are beating us on being big, small banks are beating us on being small”.
Project Innovation/Need
Inspired by the elements of the Suncorp brand, e2 explored clean materiality and environmental cues, focusing on creating an environment that was strikingly different to the current banking competitors.
E2 employed a strong strategic process focusing on removing physical and visual barriers to stimulate interaction and conversation between customers and staff.
The design allows all key services to radiate from a central zone. New technologies were employed to provide a seamless customer journey, with the ability to manage simple & complex customer needs whilst maintaining a personal level of engagement.
Design Challenge
One of the challenges for e2 was to identify and articulate Suncorp’s unique selling proposition and build a customer experience strategy and branch design around this.
Suncorp has a strong offer and a unique position within the current marketplace. With an extensive branch network in Insurance, Suncorp has a competitive offer that links Insurance and Banking to create a package stronger than the 'Big 4'.
Suncorp at its core has 'Big bank capability with small bank connection'.
e2 conducted various audits on a cross section of branches.
Based on observations from the branch audits and interviews with staff & customers, we identified 10 key recommendations that would steer the customer experience and store design.
The final design delivers a beautiful store with a well considered customer journey through out which moves away from a traditional banking service model towards a sales focused one.
Future Impact
The retail experience was defined by Suncorp's USP.
The customer journey needed to communicate their 'big bank capabilities, small bank connections'message.
4 key zones were identified to engage the customer
Attract:
Brand walls were created on entry to showcase the banks values and heritage
Educate:
Selfservice options were made available across banking, Super and insurance to provide customers education on the extensive product range available in the one branch.
Transact:
The removal of barriers provide open transactional stations offering comfortable seating whilst they wait.
Connect:
A range of open and private consultation zones are provided ensuring barriers are reduced between customers and staff helping build relationships
Service - Retail
This award celebrates creative and innovative design in the retail environment. Consideration given to attracting, engaging and motivating customers to make purchases, the use of colour, lighting, space, product information, sensory inputs (smell, touch, sound) as well as technologies such as digital displays and interactive installations.
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