Bupa Retail Experience and In-Store Communication
How e2 helped Bupa redefine its in-store experience
Empowering the customer to actively take care of their health and wellbeing.
The brief: to develop a more inviting, interactive, experience-driven environment and leave behind the outdated retail services model of tellers and queues.
Bupa is a global healthcare leader with health insurance, services and advice at its core. Repositioned as a healthcare partner to its customers and not simply a health insurance provider, its purpose is to help members live longer, healthier, happier lives. It strives to make it easier for people to do this by providing support and guidance whenever needed. Bupa needed to rethink the role its stores played in people’s lives to deliver on its brand promise.
e2 studied the current context of healthcare and wellbeing in Australia and globally and it quickly became clear that the customer experience is often sterile and transactional. People want to feel in control of their own health – a sense of choice and empowerment are crucial. Through ideation and customer journey mapping a new zoning strategy was developed to fundamentally shift the Bupa in-store experience from ‘us and them’ to a true partnership.
Bupa consultants and customers now sit side-by-side to navigate knowledge and account information together in the private consultation area. Customers can also choose to self-serve but with consultants on hand to sit with them if they need extra help.
The format means that both members and non-members feel welcome and can interact with information, utilities and consultants about all their healthcare needs. The first store opened in Bondi Junction and has completely redefined the healthcare and insurance experience. The format has since been rolled out nationally and the Bupa brand continues to evolve and grow as its partnership with customers deepens.