"After years of strong growth through acquisitions, Citizens Bank felt that its more than 700 branches could benefit from a redesigned environment that delivered a more consistent customer experience," said Peter Dixon, senior partner at Lippincott Mercer. "After in-depth research, Lippincott Mercer designed a branch prototype that supports Citizens's brand positioning, brings its brand personality to life and facilitates the top-notch service that is Citizens's hallmark. Lippincott's proprietary Customer Experience Mapping technique was used to identify and brand each key touchpoint in the customer journey. The branch features a high-impact store-front appearance that employs bold graphics and 3-D merchandising that convey that Citizens is not your typical bank. (This is also Citizens's tagline.) Inside, unexpected features like large-scale interior graphic billboards, up-tempo music and beautiful hardwood flooring create a friendly, approachable environment. Preliminary feedback from customers has been overwhelmingly positive, and other measures such as customer traffic and time spent browsing marketing materials have increased dramatically. "