TSB hopes to revolutionise insurance with ASDA pilot

Asda stores are piloting what is being billed as a revolutionary insurance shop concept jointly created by MPL and sister consultancy CLK.

The Insurance Shop, set up by Lloyds TSB Insurance Services, will act as a new distribution channel for TSB products.

CLK generated the project and then brought its stablemate on board. MPL created the environment and visual identity while consumer research, brand development and naming was handled by CLK.

“This is the first real retailing manifestation of the benefits of the merger between MPL and CLK,” according to MPL head of environmental design Ian Sherman.

The first trial site opened in Bournemouth this week and is 56m2. It will be followed by a second pilot outlet in Nuneaton on 2 March. Interiors are intended to be informal and uncluttered.

A TSB spokeswoman could not comment on any further sites which might be targeted after the initial Asda roll out.

“The concept was developed on the basis that it was applicable to a number of retailers,” says Sherman. “The interior design speaks clearly to the consumer who will perceive it as a no nonsense relaxed, ‘insurance to go’ environment,” he adds.

“We believe The Insurance Shop represents the next step in the distribution of insurance products and will revolutionise the market in much the same way as Direct Line and First Direct in the 1980s,” says marketing consultant CLK Jonathan Hall.