Insurance brand, AMI is overhauling the look and feel of its stores in line with a revised brand positioning.

The Takanini, Auckland flagship is the first store to receive the changes.

Design consultancy, RCG, is responsible for the new format, and said the aim was for AMI to be the first social, trustworthy, easy, and helpful insurance offering, incorporating face to face interaction with customers.

According to RCG, AMI need to make its aspirational brand positioning real.

To start the process, RCG undertook several research projects, including strategic analysis of AMI’s store performance at a national and regional level. The retail strategy subsequently developed uses AMI’s same footprint and staff, but creates more locations and sales.

A review of AMI’s store format was also carried out, identifying goals for a new customer experience model.

The result is an insurance store environment and offer that reflects AMI’s customer aspirations, along with a personal curated retail offer, mapped customer journey based on life stages and touch points, and a visual system that expresses the brand personality.

The environment has an air of surprise and relevance, with retail like intensity.

The new concept will be rolled out to further AMI stores in 2015.