A new benchmark in the Georgian pawn shops market. As an antithesis to a negative perception, which is often matched by an inattentive and careless service and physical dimension, we supported Express in devising a concept capable of posing itself with new drivers.
A brand experience where attention, care, and dignity return to the forefront in a brand that stands as a trusted partner in life’s needs. Three pilots have already been implemented, with an ambitious rollout.
Pawn shops are usually surrounded by bad stigma, sometimes correct, sometimes instead a little aprioristic, especially for initiatives that have partners behind them such as financial institutions.
The scope of this project was to support a change in perception, for a place usually expected to be shady, uncaring of people, something to be ashamed of, as a last resort.
Express was looking for a brand-new line of pawn shop systems this new direction, characterized by a well-made and well-designed environment was promoting competitive products through an improved, distinctive, and reliable approach, to be implemented in Georgia, in a very competitive but poorly implemented business.
In Georgia these kinds of stores are characterized by poor design, experience and, in general, reputation: a good opportunity for Express to make a difference in its country among its competitors and, start a new era and approach for the pawn itself.
In general, traditionally those places are characterized by an unpleasant experience, basic furniture not well maintained, an inadequate level of privacy and a staff attitude that does not help to fight the stigma.
EXPRESS NEW FEATURES
Guarantee that people’s items are well managed, evaluated, and preserved.
Estimators have good competencies and a positive approach to the customers. They treat people’s items with respect and evaluate them with professionalism.
The customers receive their money in an easy and fast way, while acknowledging their personal matters.
The customers can see where their items are put in storage and preserved with care, while understanding the service with the correct level of privacy
LAYOUT DRIVERS
INSTITUTIONAL
This side represents the institutional\financial side. It is defined by colder tones and elements that express safety and security
CONNECTION
The bridge between the two areas has more, warm wood finishings: it’s where the interaction happens.
EMPATHY / DIGNITY
The entrance is defined by softer colors, using also the secondary color palette
PRIVACY (VISUAL AND ACOUSTIC):
Privacy (visual and acoustic): creating dedicated, more isolated and preserved areas where clients are comfortable to manage their precious items escaping from unwanted glances. In order to guarantee privacy during the experience inside Express, we have opted for some tricks:
SAFETY:
Due to how the space and the experience have been designed, both operators and clients feel safe to manage items and money without the fear of being seen or robbed by anyone. Elements through which we were able to convey this feature:
CARE & HUMAN TOUCH:
In a place where human bond and compassion, in a good way, makes a difference, we have created an environment where people feel serene and where everything seems to be well managed. For this reason, we have created a welcoming waiting area where clients can wait their turn without interfering during other clients’ evaluations. At the evaluation stations (opened & closed) we have implemented communication systems able to guarantee privacy from client to client without compromising the ease of communication between clients and operators and their bond. Even the way communication materials or additional accessories (i.e. candies, magazines, greenery etc.) are presented into the space, transfers an ideal atmosphere of attention, calmness, and care.
SIMPLICITY:
No Frills. Simple but clear messages are used to communicate Express services and how they work for clients. Everything is frank and clear, and conveys calmness. Even the experience, both for clients and operators, is easy and composed of few key moments: entrance & waiting, pawn or transaction activities (managed by the operator or by the clients themselves in two main areas, evaluations stations or cabins depending on daytime, activity type and staff availability), checkout. Everything is managed within a limited amount of time.
DISTINCTIVENESS:
Through design, communication and experience we have created a completely different touchpoint compared to other relevant competitors. Express uses a different tone of voice, more curated and calms without overshadowing its institutional and reliable aura. Soft and delicate colors and materials convey this new tone of voice and attention while the blue color represents Express institutionality.
FROM A PLACE OF SHAME TO A PLACE OF NORMALITY
