Cited as ‘not another bank’, the store empowers customers to understand their financial profile and wellbeing in an inspiring and relaxing space that exceeds their needs and expectations. The store shapes the retail experience around the customer with a focus on a ‘needs led’ than a ‘product lead’ environment. This required a shift in Suncorp’s operational model from an ‘us and them’ approach to a collaborative and empowering engagement, where barriers between staff and customers are diminished to enable genuine exchanges. The store’s constantly changing programs of events and workshops delivers additional value for customers and encourages them to return.