Selected Project
AMI Insurance
Leading the market with their brand initiative, AMI is about people helping people. Locally focused, AMI aims to be the first social, trustworthy, easy and helpful insurance offering. AMI needed to make real their aspirational brand positioning. They approached RCG for expert direction to take their retail operation to the next level. First, we undertook several research projects, including strategic analysis of their store performance at a national and regional level. The retail strategy we subsequently developed uses AMI’s same footprint and same staff; but creates more locations and more sales. Next we reviewed their store format and identified goals for a new customer experience model. So with a very clear brief, we designed an insurance-store environment and offer that reflected AMI’s customer aspirations, along with a personal ‘curated retail’ offer, a mapped customer journey based on life stages and touch points and a visual system that expressed the brand personality. The result is an environment that is surprising and relevant, with retail like intensity. AMI is on their way to becoming the best “face to face” insurance offering in New Zealand. The Takanini, Te Rapa flagship stores are complete, and there’s more to come.
- Category
- Interior Architecture
- Location
