RBC ROYAL BANK

 
How to Change a
Bank into a Store
 
TIME FOR A FRESH LOOK

It takes courage to make big changes when you're #1. After all, why fix what isn't broken? But for RBC to keep ahead of the pack, they needed the sort of makeover that would prove - once and for all - that a real market leader looks to the future. No small undertaking, given that we'd be transitioning RBC from a traditional institution to something more focused on its customers. But it's one that was inevitable, thanks to RBC's commitment to changing the way people think about banking.

 
BANK ON THE FUTURE

Q: How do you get customers to "shop"
a bank?
A: Treat them like shoppers.
We began by creating cross-merchandising opportunities, clearly defining RBC's different lines of business, and building info areas to encourage conversation and product discovery. Then we brought staff out of their offices and onto the floor like sales people, removing the closed-door feel of a traditional bank and replacing it with an open, inviting retail environment.

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