Services

Brand

• Environmental Graphics

Design

• Retail Store

Retail

• Merchandising

Build

• Project Management

Culture

• Custom Curricula

Situation

The Co-operative Group is the UK's largest consumer co-operative, with a group of businesses in Financial Services, Food, Travel, Pharmacy, Funeral Care and Legal Services. In a strategic move to optimize cross-sale opportunities, The Co-operative Group decided to integrate their banks into their food stores. However, The Co-operative Group knew that in order to capture the thousands of shoppers that pass through the food stores each week, they needed an innovative in-store branch design to draw in consumers and a convenient and comfortable financial services channel for their loyal customers.

Solution

NewGround designed an in-store branch that is centered on providing customers with a unique banking experience that exceeds their service expectations from a financial institution. There is chemistry between culture, commerce and technology within this small footprint of space. Every inch has been used to create a personable and memorable customer experience.

Walking into the branch, customers are immediately welcomed by an employee at the Greeter Station, and directed to the area that best meets their needs. An ATM and Deposit machine offer convenience and expediency to the customer experience, but customers are far from rushed to leave the branch. Instead, a hospitality bar with Fairtrade Coffee and comfortable seating entices customers to linger and relax.

Employees engage customers in conversations and uncover their financial needs in this casual setting. For more discrete financial discussions, customers are taken to a consulting room where services can be explained in more detail and accounts opened. In addition, an Online Banking Station hosts laptops where customers can check online accounts.

The Co-operative Group's signature blue infuses the space with energy and brand image artwork suspended from the ceiling signifies a link to the Co-operative family. Product and service literature has been strategically placed on prominent walls and the Greeter Station. NewGround also designed an innovative kiosk that is a mobile, interchangeable merchandising fixture on the floor promoting services and acting as another customer engagement zone within the branch.

Beyond the bank branch, NewGround identified spatial opportunities within the food store and planned and implemented varied Points-of-Experience where bank employees could connect with food shoppers and create an overall customer experience. In addition, NewGround developed a customized training program for staff on how to engage and motivate customers within this new environment.

"NewGround was an outstanding partner in the creation of our in-store branch design. Their fresh and innovative ideas have allowed us to bring a new level of service to our Co-operative Bank customers."

"NewGround helped us create a seamless integration. From food store to bank, customers encounter a unified and complete Co-operative Bank experience. They can fully appreciate the benefits of being a Co-operative Bank customer within this environment."