Modernise the experience and set it apart from the banking and insurance competition by hybridising the relationship and relying on partners to enrich the value proposition of our branches
Integrate the local network into a more phygital strategy in order to…
Respond to the structural decline in visits
Optimise our locations
Increase brand visibility
Enhance the appeal of branches
Renovate the role of advisors
More visits, more young people, more recruitment
More satisfaction expressed (warmth, personalisation, surprise effect)
Better anchored in the region by relying on local partners for insurance-retail hybridisation
Progress status
Being rolled out
Use case being rolled out
in the largest urban areas and trialled in medium-sized towns to decide on the next steps.
Work team
Mainly in-house
Project Management: Project management: Omnichannel Distribution Dept + Real Estate Dept
External partner/team: Consultancy for architectural design + support for CHANGE & merchandising
Work carried out to date
Design, testing and deployment of three different concepts/formats for locations and experiences (kiosk, house & 360)
Experimentation with mobile devices (including MAIF truck).
Establishment of local and national partnership schemes
Stronger links between physical and digital journeys.
First Results & Lessons learnt
A resurgence in visitor numbers
Brand visibility increased by up to 100 times
An experience highly appreciated by visitors for its friendliness, warmth and unexpectedness.
The physical location becomes an anchor point and accelerator for the digital journey.
Better visibility of the offer and services for members
Teams take pride in working in these different branches and in having expanded their remit (events, promotions, promotion of services or products) to ultimately benefit relationships and business (e.g. improved conversion rates for life insurance)
Difficulties encountered & Remainng Challenges
Finding premium locations that showcase our concepts
Finding the right balance between insurance agency, living space and shop, with a focus on the quality and relevance of partners in terms of the story being told
Adapting measures to specific regional characteristics.
Interested?
Hear more about MAIF’s approach during Plenary session n°2
