ANZ Wealth and Grow Centres
A ‘phygital’ revamp of personal wealth management
The brief: to encourage Australians to engage in greater detail with their investments and retirement through the integration of ANZ Wealth’s state-of-the-art technology and physical branch spaces as part of ANZ Grow.
The digital age has transformed the way people live and think and take personal control of their wealth. In light of this, ANZ Wealth decided to bring financial planning to retail shop fronts as part of a pilot program to showcase its range of advice options.
Known as the ANZ Grow Centres, with an initial pilot store to be opened in Sydney’s CBD, it would be the first chapter in a series of innovations under the banner of Grow by ANZ. The Grow Centre would be a welcoming and modern retail destination where customers can find practical financial information, free education and leading digital solutions.
e2 drew on a previously undertaken detailed and comprehensive review of the Wealth market and how customers were currently purchasing products within this category, as well as the ANZ business rationale and vision for the Wealth Management Centres.
Using the findings of the review e2 developed an in-store customer experience strategy, a unique ANZ Wealth experience (point of differentiation) and aligned all touch-points, both online and offline. The new designs create an environment that changes the way customers view and perceive wealth products. They completely change the purchasing process for customers to a benefits driven model that is fresh, simple, warm, engaging and intuitive.
The centres are open and inviting, encouraging foot traffic and reflect the Australian values of being down-to-earth and showing welcome.