TSB

TSB

A warmer welcome

A warmer welcome

Services: Aroma  |  Sound  |  Retail

Services: Aroma  |  Sound  |  Retail

TSB asked us to create a warm welcome that would bring
their brand idea of ‘Local Banking for Britain’ to life
in a retail environment.

TSB asked us to create a warm welcome that would bring
their brand idea of ‘Local Banking for Britain’ to life
in a retail environment.

A REFRESHING RETURN TO RETAIL

TSB occupies a unique position in British retail banking, with over 200 years of heritage. After a 14-year break from Britain’s high streets (when they split from Lloyds TSB), they wanted to return with a fresh approach - to both banking and the customer experience.

A new store design was in place. Now they needed help to bring their brand idea ‘Local Banking for Britain’ to life, in a way that customers will feel instinctually. Not be told.

First, we conducted a sensory map of the space, and also of their competitors. Tracking the customer journey from a sensorial point of view. Which senses do customers use at each step? Which senses have been overlooked in the customer experience? Which senses will have the most impact to communicate the desired customer outtakes / encourage the desired behaviours? And which senses can we involve?

Then research began into which sensory cues will deliver our goals.

The aroma of tea

A WARM AND WELCOMING SPACE

Banks are notoriously cold spaces (emotionally speaking). Everyone stands in silent reverence, waiting in line for the cashier. TSB needed to warm the space up, make it feel welcoming, local and British from the moment you enter. Customers should feel comfortable talking and interacting with staff, products and services.

Floral aromas encourage interaction in a social space. It’s been proven. Wood brings natural warmth and reflects a lot of the materiality in the interior design.

Then we created our own essence of Darjeeling tea. What better way of being welcoming and British than having a nice cup of tea and a chat? It’s the solution to everything – calming, cooling, warming and refreshing. We put this at the heart of the brand aroma.

A cup of tea for TSB

THE SOUND OF SOCIABILITY

A soundscape of clinking teacups and the gentle murmur of conversation was interspersed with a gentle piano mnemonic from TSB’s TV ads. Subtle and human, it made the environment feel complete. The slow tempo helps time pass more quickly for customers, so queues feel less painful.

A PERFECT COMBINATION

After initial measurement in a mock shop, it was proven that the combination of sound, aroma and environment did its job. It made customers feel relaxed and at home. People talked more and spent more time. Job done.

Now for a nice cuppa.

To find out more about the work we do, have a read of the case studies on our blog

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Next project AXE

Creating a multisensory brand world
to maximise marketing effectiveness
and inform product development.

 

GET IN TOUCH

GET IN TOUCH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
listen@condimentjunkie.co.uk