Conference Day Two: Thursday, 22nd February 2018
8:30 am - 9:00 am Coffee and Registration
9:00 am - 9:10 am Conference Opening – Remarks From the Chairperson
9:10 am - 9:50 am INTERNATIONAL KEYNOTE: BBVA Compass Case Study: Overcoming Real Estate Inflexibility And Delivery Lags With an Adaptive Infrastructure Design Model That Constantly Evolves With Changing Customer NeedsAndres Cueto - SVP, Director of ATM Channel & Branch Strategy BBVA Compass (USA)
Banking, like retail, is changing dramatically with the entrance of digital players. There is a big risk of becoming irrelevant if you do not stay ahead of the curve. As a bank, the retail branch will remain a critical channel of the delivery model, but it must be reinvented to suit the future customer without alienating the current customer base.
- Creating a flexible component branch model that combats the inflexibility bought about by the physical channel and keeps it on the cutting edge of innovations and developments
- Challenges of retail that overlap with banking and how you can stay ahead of the curve by planning ahead
- Recognizing that you do not know what the future of the business is and must use design as a shell and make all other components low cost and flexible
- Moving from looking at branches from a purely design perspective to a strategic and service based perspective
Andres CuetoSVP, Director of ATM Channel & Branch Strategy
BBVA Compass (USA)
9:50 am - 10:30 am Creating Physical Spaces That Have the Capacity for Flexibility and Adaption to the Future Customer
With a portfolio of over 1500 Commonwealth Bank and 150 Bankwest Branches – Commonwealth Bank are working on the function of the branch and the definition of the branch of the future. The key question they’re answering is ‘how do you build flexibility for change into such a vast and rigid portfolio – and what is the cost of this change?
- Understanding each teams business strategy to map out the impacts on the definition of the branch of the future
- Working with customers, UX teams and psychologists to understand stakeholder behaviours and perceptions
- Creating a prototype branch and utilizing VR and AR to aid in change management and testing of the environment
- Combining retail and branch design methodologies to understand how to design for and engage with customers
10:30 am - 11:00 am Morning Tea
11:00 am - 11:40 am Re-Thinking Branch Design For a Budget-Light Strategy That Drivers Customer EngagementBen Hawkins - Director – Retail Design Optus
The reality is that there is a divergence between technology and humanity. When people think of the future they automatically move to technology perspective – but how do we make that technology more meaningful? This session will focus on Optus’s first flagship store in Sydney that was opened this year. This store is one that is both high tech but also high humanity.
- Co-creating with 22 year olds to ensure store design is intuitive and representative of consumer demands
- Handing over the reigns to customers and letting them design the store for themselves
- If you think you are a great designer and know what customers want then you’re in the wrong position
Ben HawkinsDirector – Retail Design
11:40 am - 12:20 pm CASE STUDY: Cross Industry Case Study: Integrating The Branch Network With Other Service Channels to Provide a Seamless Omni-Channel ExperienceJody Grima - Executive Director – Service Delivery Service NSW
While the physical store network still proves to be a relevant avenue for customer service and delivery, it is necessary to merge this channel with the various other customer touch-points to enable the provision of a seamless customer experience. Service NSW has under taken a complete transformation journey for customer service delivery for customers through a one stop- shop model across 84 branches that blend with the contact centre and digital channels to provide a seamless experience.
With customer satisfaction standing at 98% and an average wait time of 6 minutes, this case study will delve into:
- How the physical service channel fits into Service NSW’s omni-channel experience
- Creating a seamless customer experience across all channels
- The power of an engaged customer centric workforce
Jody GrimaExecutive Director – Service Delivery
12:20 pm - 1:20 pm Lunch Break
1:20 pm - 2:00 pm Caltex Case Study: Transforming the Retail Convenience Strategy to Increase Sales and Drive Brand SustainabilityBeatrice Bowen - Head of Concept Development Caltex Australia
Traditionally, Caltex was purely a pit stop for petrol and snacks for the road for the 3 million customers that visited the outlets weekly. Caltex Australia has completely turned this notion on its head through their introduction of ‘The Foodary’ – a retail convenience strategy that has seen sales surge by 20-30% and has sparked a $30 million pilot rollout of the concept. Aligning with Caltex’s overarching ‘Freedom of Convenience’ strategy, the store now offers freshly made meal options and barista coffees, a laundry service, parcel pick up and the ability to order food or pay for fuel through mobile and in advance.
- Transforming the former Caltex Star Mart into a food and services convenience hub to drive the brand and reinvigorated retail strategy
- Evolving to meet the changing needs of consumers in the Australian convenience industry
- Focusing on customer experience through digitally enabled offerings to support a convenient and seamless interaction
Beatrice BowenHead of Concept Development
2:00 pm - 2:40 pm Building a Global Retail Brand Without Losing Your Local Roots
The well resolved design of T2 stores have won global accolades for the ‘International Store of the Year.’ The T2 stores are a truly immersive sensory experience; allowing customers to browse the infinite varieties of tea, feel the tea leaves and taste the finished products.
- Maintain elements of T2’s Australian identity whilst demonstrating a new direction for the global brand
- Making the tactile experience digital
- Tailoring the instore experience to the location to ensure you really connect with customers and the community
2:40 pm - 3:10 pm Afternoon Tea
3:10 pm - 3:50 pm Refreshing Aldi’s Physical Stores to Create a Nicer Discount Shopping Experience
ALDI is overhauling all of its Australian stores over the next four years as it revamps its fresh food offering to compete with Coles and Woolworths. The updated store format, which was trialed during 2016, will roll out to all existing and new stores by 2020. The new format features clearer signage, redesigned shelving, expanded wooden produce bays, LED lighting and extended chillers. This change allow for a more pleasant and efficient shopping experience, while also catering for an expanded range across their fresh meat, produce and health categories.
- Undertaking research of the domestic and overseas market to understand customer behaviours and methodologies to replicate
- Rolling out retail transformation in a conservative and change resistant organisation
- The journey to upgrade stores both on a domestic and international level and the key learnings so far
3:50 pm - 4:30 pm Session To Be Announced
4:30 pm - 5:00 pm HOT SEATS: 5 Experts, 25 Minutes, 5 Hot Insights…
Question: If Money Were No Object – What Is Something That You Would Love to Include in Your Stores to Boost Engagement?