ustralia’s largest credit unions and boasts 50 branches and six advice centres in South Australia, Northern Territory, Victoria, Western Australia and the ACT. PCCU’s new Adelaide flagship, located at 50 Flinders St, showcases a raft of cutting-edge technology and innovative design solutions underlining how customers are more likely to purchase when a retailer provides reasons to ‘stay and play’ instore. This is achieved by creating engagement through new experiences and welcoming and changing environments, advised Kristina Hetherington, managing director of Design Clarity, the firm that created the store’s design concept. For example, heat-mapping technology determines pathways and high traffic areas within the around 295sqm store, so staff can better manage the preferences and use by members (as the PCCU is a credit union, its members are its customers). “They’re [PCCU is] responding to the needs of having to become more agile in retail generally,” Hetherington explained to Inside Retail Weekly. “Being able to track how people move through the space is something that we’ve been talking about for some time, so it’s great to see it implemented in this site. “It’s so important to stay ahead of the game and integrating technology such as ‘going mobile’ assists in doing this.” Staff with Apple and Samsung tablets move through the retail space helping members access internet banking and make digital payments on these devices, or on their own devices. “Feedback and ‘Hello Pods’ also act as tablet docking stations for staff for a faster, more centralised feedback and greeting service,” she said. Interactive LCD screens allow members to access product and service information, which also automatically present ads relevant to the viewer using non-specific recognition software but taking into account, for example, the person’s demographic and gender. Live social media feeds are also shown on LCD screens that are integrated into a hero house-shaped dividing wall. In addition, children are catered to – lower-height joinery units with integrated iPads as well as PlayStations ensure customers’ little ones are kept occupied while their parents can have more serious discussions with PCCU staff. This extensive suite of enhanced technology helps position PCCU ahead of its competition – a cutting edge feature evident in other retail areas, such as fashion. The site has been purpose-built to serve its members better, PCCU spokesperson Stuart Symons told Inside Retail Weekly. “This branch is designed to welcome our members and help them conduct their banking comfortably, while inviting them to linger longer and stay for the experience, with access to a full range of services including financial planners and home loan specialists,” Symons said. A curved, full glass front surround wraps around the front of the branch, creating a showpiece that’s appropriate for a flagship presence. And as the PCCU’s new Adelaide flagship sits at the base of the office tower in which PCCU is relocating its head office later this month – and with Flinders St being one of the main streets in Adelaide – the tall glass frontage aptly offers increased branding to a hefty number of passers-by. “Being located in a glass box, we’ve incorporated translucent screens with an overlay of graphics onto them to allow an element of privacy in the private meeting spaces without preventing natural light from coming in,” Hetherington explained. In addition, metal ‘house’ shaped booths act as a more semi-private, comfortable and less formal meeting spaces. Testing concepts through pilot sites A series of pilot sites were launched by PCCU after the concept design was first developed, and the Flinders St flagship site sees these initial concepts expanded upon. “We have a process of the way that we plan their stores – they’re divided into three zones – communal, social, and a personal zone,” Hetherington said. “Within each of those, they’re treated in different ways, with a different colour, and the staff and members interact differently, and use the products and technologies differently in each of those zones.” The generous use of plywood throughout the space, including the central slatted ceiling feature, creates an environmentally sustainable space. Stylish furniture that is ergonomic provides a comfortable working place. “As a retail space, 50 Flinders Street is filled from floor to ceiling with the unique personality of the People’s Choice brand – from the bold colours, to the raw textures and the distinctive architecture,” Symons said. The new site will also be an experimental platform for People’s Choice, allowing it to test the market, trial new products, and assess store design concepts to ensure the credit union remains ahead of the curve when it comes to technology and convenient banking. Want more Inside Retail? Subscribe to Inside Retail Weekly now and get our premium print publication delivered to your door every week.