GROUPAMA @ 264, rue du Faubourg Saint Honoré , Paris – a new concept – a totally transparent insurance ‘boutique’, powered by Carlipa.
[1]Screen seen from the street
With its new boutique in the fashionable rue du Faubourg Saint Honoré, close to the largest FNAC in town, GROUPAMA [2] launches its plan to dominate the Parisian market place. With 2O further stores planned within the next 3 years, all in high-density foot traffic areas, the target for this Parisian offensive is ambitious – €80 Million turnover & 90 000 new clients within 10 years.
The brief was to design a new centre with an environment that would be inviting and welcoming, and in which it could share information, advise and take care of its clients. So whilst maintaining a friendly, local feel, it had also to demonstrate transparency & interactivity with a more dynamic presentation of the wide range of Groupama’s products & services to the Parisian public. The result is a minor revolution in the insurance industry – moving from an agency to a shop.
It’s not an agency, it’s a shop
The design of the new venture had to attract a busy & demanding modern urban clientele while at the same time reflecting the group’s values – responsible, understanding and local.
Research showed that the existing agency layouts are cold & impersonal and make it difficult to display the variety of products & service available, and don’t encourage dialogue. Further, a client will only visit a maximum of twice a year.
So in order to entice customers into the shop, GROUPAMA took transparency literally. The new outlet is designed like a clothes store, with a large shop front opening up the entire surface and a large screen featuring a dynamic & visual presentation, visible from the street.
Target-group – rushing and demanding …
Research show that the typical Parisian customer for banking & insurance services lives within walking distance of a shopping area, understands new technologies, is active, in a hurry & demanding. He or she expects the best service at the most competitive price, an open & personalised relationship with an advisor who understands his needs and who can offer an appropriate service.
4 Zones for 4 activities
The new boutique has been designed in 4 zones, to be fast, friendly & discreet.
Fast: the window zone features an interactive screen, visible from the street, which enables a potential customer to identify immediately the products & services on offer.
[3]Place your finger here....
Inside: the ‘Forum’ zone, wall displays explain the various services, and two touch-screens with simple questionnaires can be used to identify the GROUPAMA product closest to one’s needs.
[4]...or here...
Friendly: the ‘Lounge’ zone, in warm colours is separated from the Forum by a transparent screen to create pleasant environment for a friendly chat with an advisor.
[5]...even the chairs are transparent...
Discreet: the ‘Confidential’ zone, has clear calm-inducing colours, more suited to more personalised discussions about banking and life-insurance.
Carlipa [6] has considerable expertise in point-of-sale technology and has supplied the complete technological package – all hardware & software necessary to run the store.