Creating its first physical branch and new service model for digital company

Cetelem

Cetelem is one of the biggest consumer credit companies in Spain, however it was not so perceived by its customers. Internalizing the idiosyncrasies of the brand, we created a concept around which different assets would be articulated: branch, service, and digital experience. We designed a hybrid space, aimed at generating new business with suppliers, improving the customer experience, and evolving the brand towards new consumer habits.

Project:

Creating its first physical branch and new service model for digital company. 2021.

Client:

Cetelem

What we did:

Analysis, Design strategy, Qualitative segmentation of the bank's customers, Design of services by segment and distribution model, Space design.

Industry:

Retail Banking

Challenge

As a fully digital company, Cetelem wanted find a way to make their brand and services more tangible and engaging. Mormedi created their first physical experience center, serving as a branch icon and improving customer acquisition and loyalty, as well as inspiring partners and stakeholders.

Approach

To shape the space we began by benchmarking international banking and retail flagship branches, especially those with immersive, interactive elements. Customer interviews were used to define the objectives and opportunities, whilst stakeholder interviews informed the positioning of the new branch in Cetelem’s client strategy. We created a concept with zones that can respond to all types of customer needs, with a unique aesthetic influenced by the flagship’s geographic location.

Result

The creation of a digitally infused, modular retail banking space that presents the client’s brand values in a new, differentiated, and memorable way.

No items found.

To create Cetelem’s first physical space, we benchmarked best-in-class international banking and retail branch design to create a competitive, but differentiated, environment with a unique location-driven aesthetic.

The user is intuitively guided through an outstanding brand experience by the fluid and organic space. The design incorporates multiple levels of privacy to facilitate different conversations and interactions.

‍

The finished space is attractive and easy to maintain, inviting and inspiring for both customers and staff. The design was inspired by the variety of local life, and the importance placed on maintaining a connection with nature. A message reinforced by the widespread use of recycled textiles and solid materials.

No items found.

1.Adaptation to the Space

The Space allocation organically adapted from common areas to more private areas.

2.Connections

These are areas that can take advantage of the space around them to extend and have more presence depending on the needs.

3.Paths

The paths generated by users will be the river, surrounded by riverbank vegetation.

4.Volumes

The height, depth and the elements that make up each zone are essential for the customer to perceive a unique space molded to them.

"Working with Mormedi has made a significant difference in this project. Thanks to them we have not only thought about infrastructure but also about customer experience. We have worked the customer journey in an integrated way between the physical and digital, a "phygital" journey to then decline in the necessary infrastructure. The result was a pleasant and innovative space that completes our digital essence. ”

Franck Vignard, CEO Cetelem