About
A financial boutique concept based on retail approach and centered on members/clients’ life projects designed for the 18-30 clientele.
Innovation presentation
Concept and objectives: Desjardins 360d is an innovative service center dedicated to providing the 18-30 clientele with personalized guidance tailored to their ambitions and life plans. It is a retail inspired, omni-channel, multi-sensory (including olfactory) concept based on cutting edge technology. The member/client, at the center of this concept, receives human, attentive and personalized support in a connected and relaxed space.
Reasons behind: Opening Desjardins 360d close to major universities in Greater Montreal, allows Desjardins to reach young people, in their everyday life since they are looking for a more personalized, non-paternalistic experience reflecting who they are, while helping them achieve their life projects.
Source of inspiration: Main inspiration comes from the retail sector, which offers stronger appeal to the general public than the financial services sector. The perfect example is Apple, where customers can walk in to their store and be greeted by friendly staff equipped with iPads; where they can use technology tools that promote interaction or self-service if they want; other retailers, like Abercrombie and Fitch and Asia-based Frank by OCBC, have also influenced the model through its young and hip feel and design.
Departments involved: The creation of Desjardins 360d is part of the overall strategy that falls under the Greater Montreal team’s responsibility involving project and product development, implementation, IT, distribution, finance, real estate, design, human resources, marketing, communications experts.
Main results so far: Besides getting new members and improving Desjardins brand image among young people, Desjardins is most proud of how satisfied young people are with our services (over 90% satisfaction rate) and the higher than average loyalty rate compared to the general Desjardins membership.
Uniqueness of the project
This concept is the first of the kind in North America. It is distinctive in the unique, personalized experience it offers young people; it represents a financial services boutique. It uses a life stage-based approach adapted to their particular life projects, supported by innovative technology (e-magazines, giant touch screens, augmented reality, personalized videos, etc.), that includes mobile access.
The advisors are generalists trained to handle all youth needs from account opening to financial personalized planning. They are young, have different passions and various profiles: whether financial, travel-loving, humanitarian, athletic or environmentally conscious. At 360d , the member chooses the advisor corresponding his or her values in a relaxed setting and will meet him within 2 minutes, they choose the type of tea that fits their tastes, the type of service they want (side by side or self-serve) and the language in which they would prefer to be served.
