Client Services - Retail Bank Design

How customers will engage with the "phygital" retail bank of the future

To thrive in the new digital/physical environment, banks must re-articulate their value proposition by simultaneously simplifying and upgrading the customer experience and creating value through data.

CampbellRigg supports financial retailers in this transformation, focusing on comprehensive brand experience and phygital branch design. Each bank should prioritize its retail business, developing both digital and physical platforms that supports the full search-shop-manage value chain for its key businesses. Our branding services enable banks to establish a daily banking platform that simplifies daily shopping activities by embedding transactions seamlessly within customer journeys and providing fast, convenient access to diverse retailers and service providers.

We have visualized our branding and contemporary branch design for Zenit Bank in Russia and HSBC Bank in the United Kingdom to give visitors to this page an understanding of the services we provide clients and an insight into the stage development of financial services design.

For complex lending and significant life events, we help banks create brand platforms that increase customer value through ecosystem partnerships, supporting end-to-end journeys from search and selection to financing and ongoing management.

In wealth and protection services, we leverage the brand to deliver hyper-personalized advisory support, enabling clients to make well-informed decisions about increasing and protecting wealth over decades. By targeting profit pools in specific businesses of the universal banking model—daily banking, navigating life events, or building and protecting wealth—bank branding strategies can define and deliver a value proposition that excels in the digital age.

Central to this transformation is investing in design processes and brand experience, encompassing everything from brand positioning and identity to digital platforms and the format planning of physical spaces. For example, a bank’s flagship branch may offer multi-use spaces with interactive advice tools, digital workshops, books, and even finance-to-go or coffee-to-go services. Network transformation of brand and branch format design is crucial in helping financial institutions stand out from competitor propositions.

The branch experience aims to inspire customers in terms of financial well-being, providing resources and consultation for various aspects of life, work, and business. Innovative bank brands are redefining the branch’s role as a hub for community engagement and personal development, offering workshops on housing, finance, careers, family-friendly activities, and a bar area for relaxation and brainstorming. Credit Union design is evolving to prioritize customer-facing community room spaces that are airy, comfortable, and fluid, with thoughtful interior styling intended to make visitors feel appreciated. By tailoring the branch footprint, costs can be reduced by as much as 20%.

Insight from a recent branch audit program by CampbellRigg revealed that one of Barclays’ best-performing mortgage teams in the UK, part of Barclays B6 mortgage group, is located directly opposite an internal ATM area of the branch. The high footfall enables mortgage advisors to approach customers with tempting mortgage offers while they wait in line to use the ATM. Research by McKinsey highlights how branches are becoming more sales and advice-oriented and suggests that future customer needs can free up 30% of costs by adapting branch design and increasing sales per front-office employee.

For institutions that act promptly, success depends on creating unique digital experiences in harmony with enhancing physical channels with digital elements. These banks will provide a 'phygital' human experience that significantly contributes to customer satisfaction, loyalty, and trust.

By developing compelling formats and channels, CampbellRigg helps banks and financial services businesses increase sales and brand loyalty significantly above average. Our branding is distinctive, memorable, and top-of-mind. We prepare strategic plans for each format and channel to make the customer journey more intuitive.

Marketing and brand design services are made simple at the CampbellRigg Agency.

"Don’t do anything stupid, and don’t waste money. Let everybody else waste money and do stupid things, then we’ll buy them." Jamie Dimon, CEO of JPMorgan Chase