Having been appointed to transform the image of Belgium’s post offices, Fitch:London undertook an in-depth discovery and definition period. Management interviews, trends analysis, customer segmentation and consumer profiling led to the identification of three key concepts: communication, community and convenience.
Fitch discovered that many of the functions traditionally fulfilled by the postal service have been supplanted by computers and mobile phones, so it was important to redefine the post office as a place for all forms of communication, as well as to remind customers of the pleasure and satisfaction of ‘keeping in touch’ through more traditional means.
Re-establishing and redefining community was also an important part of the process, as Stephen Scott explains. ‘Community used to be based around location, but that’s not so true now: your community could be based around your work, for example.’ In order to tackle this issue, the matter of convenience (or lack of it) also had to be addressed. ‘The post offices might be convenient in terms of location,’ says Scott. ‘But in terms of timing – when they don’t open until nine and shut on Saturday afternoons and only half the staff are available at lunchtimes, which are the busiest periods – well, they can be less than convenient.’
Fitch began to consider how De Post could provide more 24-hour services outside its branches, like the stamp machines that already existed. And the design team introduced changes inside too – including large tables where customers can fill in forms, write cards or wrap parcels, and packaging materials for sale include a range of De Post-branded cardboard boxes. To help encourage more community-wide use, Fitch developed specific areas within each branch which act as a hub for local residents, with a coffee counter and community bulletin board.
Many of the changes were designed to improve relations between De Post and its customers - an area crying out for attention according to market research undertaken by the organisation before and during the redesign process. Better security systems meant Fitch was able to remove the traditional glass barriers and replace them with lower counters for staff to sit behind, making the retail environment far friendlier and the staff seem more approachable. In addition, a warm palette of colours was introduced to each branch, as well as quirky, large print photographs, designed to further enhance the customer experience.
The result is complete transformation of De Post interiors. Gone are the dull strip-lights, divisive glass screens and dispiritingly long queues, to be replaced by brightly coloured and clearly organised spaces, where customers can delight once more in the pleasures of communication. And the change is more than just skin deep. A programme to effect cultural change among De Post’s staff has ensured that every aspect of the De Post retail experience is designed to meet the needs of customers.
