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Barclays say 'Hello 21st Century'
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Barclays Pin Hopes on Modern Makeover
Writes Dan Drage dan.drage@consumerchoices.co.uk
Having fully tested its new branch layout behind closed doors, Barclays are ready to roll out the re-designs.
In an attempt to update and transform its High Street presence, Barclays (www.barclays.co.uk) have commissioned a nationwide update of most branches, beginning with a flagship space in Manchester.
Attracting customers to branches has never been so vital, with the most lucrative products only available in branch as opposed to online.
Banks have found re-branding difficult in recent years; radical changes to branch layouts made customers hesitant to step inside. Abbey (www.abbey.com) scrapped its alliance with Costa Coffee after the twin concepts of banking and takeaway coffee failed to gel, while Lloyds TSB’s (www.lloydstsb.com) ‘airport’ style makeover failed to curry favour with account holders.
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"Bank customers want shorter queues, straightforward products and well trained cashiers; it’s as simple as that"
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Barclays have hired leading US banker Deanna Oppenheimer to enliven dormant branches, and she comes with a reputation for open plan branches, dressed down tellers, play areas for children and gaming consoles.
The way we queue is high on the design agenda according to Helen Dodd, a retail design expert headhunted by Ms Oppenheimer. She says:
“We're trialing a lot of different queuing methodologies; people do PhDs on this stuff you know”
She continues:
"At the moment, people don't feel welcomed into branches."
Curves will be utilised to make customers feel ‘warmer’, and the glass frontage of each branch is designed, shop-like, to make women more inclined to enter.
Chris Eagle, Commercial Manager at Credit Choices, hopes Barclays have got it right this time:
“The whole ‘airport lounge’ thing didn’t really work for banks, it all felt a little false and chameleon like. Bank customers want shorter queues, straightforward products and well trained cashiers; it’s as simple as that."
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