It's happening across America, and it's taking hold: insurance and retail. The most recent player in this game is Blue Cross and Blue Shield of Minnesota, who announced yesterday that it will join the ranks of other retail-store insurers by making shopping for health insurance "even more personalized."
The company has signed a multi-year lease to operate a 3,500 square-foot space in the Yorkdale Shoppes mall on York Ave. in Edina, Minn., according to a the statement released by BCBS of Minnesota.
The store will be the first-of-its-kind in Minnesota, offering both individual consumers and Medicare enrollees face-to-face sales and service support direct from Blue Cross employees, the statement said.
The Minnesota Blue's retail store will boast "a modern and welcoming interior design," and will feature a reception check-in desk, private offices for personalized consultations, and a community gathering space for informational sessions and health and wellness activities, according to company.
"We are excited to be the first health plan to open a retail location that is specifically designed to provide a full spectrum of shopping options, personalized service and health engagement opportunities," said Michael Guyette, president and CEO of Blue Cross and Blue Shield of Minnesota, in the statement.
The store is slated to remain open year-round. Throughout the year, consumers will have in-person opportunities for learning more about how a Blue Cross plan can best meet their particular needs, the Blue said.
And with the shift to a more consumer-focused market, brick-and-mortar health insurance stores are becoming more popular and accessible across the country as insurers implement retail strategies to better serve their customers.
Blue Cross Blue Shield of Minnesota follows UnitedHealth, Florida BCBS, North Carolina BCBS, Highmark and Kaiser Permanente in opening retail stores, as reported previously in FierceHealthPayer.
To learn more:
-see the BCBS statement