Case study

Prudential Retail

Delivering a new business model at breakneck speed

Prudential Retail, the marketing and distribution division of Prudential plc, approached PA to support them in setting up a testbed to trial new customer experiences and design new customer propositions.

This framework was called Prudential Retail Future and helped create a clear picture of the desired customer experience, allowing continual feedback and the measurement and assessment of results.

Through this approach, Prudential Retail was able to rapidly and thoroughly test new customer experiences through a low-risk test-market environment before taking them to full market launch.

Retail Future was such a success that a further phase of the project was immediately launched, and many of the ideas generated and trialled through the pilot by the joint Prudential Retail/PA team have now been rolled out nationally by Prudential.

"You have clearly achieved an awful lot in a very short time… the results of the Retail Future pilot will be crucial to devising the future Prudential business model."

John Elbourne
Chief Executive, UK Operations
Prudential plc