One of the big five banks asked us:

we could sell to the customers who queue in our branches every day?

What would they buy?

How would we sell it to them?

The Challenge

Design open-ended qualitative research.

Explore attitudes among users and non-users of branches.

Use a countrywide sample.

The story

Queues are actually a barrier to purchase rather than a sales opportunity

People don’t feel comfortable in the bank.

They’re not in the mood to buy things.

Our recommendations

Consider a staged approach to the bank as retailer.

Further down the line, maybe an in-bank coffee shop. This could act as symbol saying, ‘Relax, linger, de-stress, feel more confident in this environment’

The feedback

The client research team told us:

 
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