CAA

Our challenge was to increase traffic, sales, and awareness of CAA's products and services amongst its target demographic of mature adults and seniors.

In applying our Connection Point design research approach with existing (and potential) CAA members, figure3 identified three “frames” that capture the fundamental – yet currently unmet – needs of this customer group within the category: Trust, Confidence, and Protection.

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All the comforts of home

Translating CAA member insights into the store design meant melding customer needs with the retailer’s goals. As a result, the store is designed like a home – a familiar and comfortable environment that does not overwhelm or intimidate, but allows CAA members to feel confident, empowered and safe. Each “room” houses a unique CAA offering.

Key areas include the living room which becomes the travel store. Visitors are encouraged to get comfortable in the cozy “living room” and explore travel options and information while taking in stunning images and video of CAA travel destinations on the wall-to-wall big screen. In the dining room, customers gather around a large table to dig into in-depth trip planning. The “dining room” is open and social, encouraging conversation, deliberation, and decision-making. The Kitchen, the heart of any home, is where customers engage directly with CAA staff for everyday transactions and service needs. By creating a remarkably homelike setting, members feel comfortable exploring new products and services – empowering them to make purchase decisions and accomplishing CAA’s goal of increasing time spent in store and selling value-add services.

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Designed to evoke the feelings of confidence, trust and protection everything about the store feelings reassuringly familiar

Designed to evoke the feelings of confidence, trust and protection everything about the store feelings reassuringly familiar

All the comforts of home

Translating CAA member insights into the store design meant melding customer needs with the retailer’s goals. As a result, the store is designed like a home – a familiar and comfortable environment that does not overwhelm or intimidate, but allows CAA members to feel confident, empowered and safe. Each “room” houses a unique CAA offering.

Key areas include the living room which becomes the travel store. Visitors are encouraged to get comfortable in the cozy “living room” and explore travel options and information while taking in stunning images and video of CAA travel destinations on the wall-to-wall big screen. In the dining room, customers gather around a large table to dig into in-depth trip planning. The “dining room” is open and social, encouraging conversation, deliberation, and decision-making. The Kitchen, the heart of any home, is where customers engage directly with CAA staff for everyday transactions and service needs. By creating a remarkably homelike setting, members feel comfortable exploring new products and services – empowering them to make purchase decisions and accomplishing CAA’s goal of increasing time spent in store and selling value-add services.

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Relaxed conversations over the kitchen counter evokes feelings of assurance that someone is genuinely on your side, a complete 180 from notions of insurance.

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Designed to help customers plan a trip, this "dining room" space feels collaborative and not salesy

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