The Branch is Dead, Long Live the Internet!!

(or so youd have thought if we hadnt listened to the customer)

Rosemary Hadden,
Abbey National
and
Ann Whalley,
thepeoplepartnership

How research played a fundamental role in the development of Abbey Nationals Convenience Retailing strategy, including the inclusion of COSTA coffee in its retail outlets.

BACKGROUND

Abbey National embarked on the development of its Convenience Retailing strategy at the end of 1999. At that time, it could be argued it was a brave move. Financial institutions were not highly regarded by the City, share prices were plummeting fast and the view of the future was all about e-commerce and if you didnt have an e-commerce strategy in place then you were not going to survive. (Figure 1).

THE IMPORTANCE OF THE HIGH STREET