The ‘home from home’ approach features comfortable furniture and little touches of home décor throughout in a fresh colour palette. The homely approach is more than appearance though, as it’s rooted into the brand, linking neatly into the organising thought of ‘Where home matters’. Self-serve refreshments and WiFi are available with dedicated areas for customers to relax. Additionally there is a space designed to welcome families with interactive games to help teach children basic financial skills.
Careful consideration was given to every aspect of the experience with designated areas for interaction or semi-private booths and meeting rooms for more confidential conversations. Taking note of the increasing trend towards digital interfaces, branch staff will be on hand with iPads to greet visitors to the branch and help guide them towards the service they need. For more confidential conversations booths are available.
The year-long branch redesign was based on comprehensive research and the team identified three areas of customer interactions and the branches will be tailored accordingly to meet these needs. Feedback on the Newport branch will be used to inform the next branch openings with the intention that the inviting experience should be implemented in all branches.
The branch launch is the latest execution in a huge rebrand project that Principality began with Mr B & Friends back in 2014. It captures the very essence of the brand values that have been identified through the work to date. As well as collaborating closely with the team at Principality, Mr B & Friends teamed up with interiors agency RPA who implemented the fit out.
“It’s fantastic to see the vibrant new brand for Principality being exemplified in the Newport branch. We look forward to seeing the look rolled out in branches across Wales in the near future.”
Kate Gorringe, Creative Director, Mr B & Friends
Prior to the branch opening, a teaser campaign was run, with full length window dressings and digital screens in branch creating awareness of the new branch. The activity was supported by a direct mail communication, which informed customers of the changes to the location and included a teabag, to encourage people to come in, stay for a cuppa and make themselves at home.
Julie-Ann Haines, Chief Customer Officer at Principality Building Society said: “The role we play in communities is what makes us different.We are tailoring the way that our branches are set up for business to reflect the needs of the town in which they operate in whilst continuing to offer the same outstanding customer experience.
“We’re delighted that the new branch design enables customers to come and see us and experience the same excellent face-to-face service in more comfortable and enjoyable surroundings. Our colleagues are very excited by their new surroundings and I hope our Members enjoy this fantastic new space too.”
