The Co-operative has launched a new interactive website to better promote its membership service.
The site aims to "improve awareness and understanding of all aspects of membership" and features 3D video and video vox pops with real members to encourage visitors to get involved.
Cheltenham digital marketing agency TDA is behind the online strategy and says it has tried to "create a true community feel reflecting The Co-operative's brand values".
Anne Byrom, membership direct marketing manager at The Co-op, said: “We want to make it easy for people to get information about the benefits of membership.
“Our website is an ideal vehicle for this - the 3D videos help to convey the full breadth of benefits in seconds and there are plenty of opportunities to investigate all the different facets of membership."
TDA's Adrian Gill added: "The challenge of this project was producing a website that caters to members’ individual needs whilst answering The Co-operative’s objectives of educating and engaging with members.
“By using real people superimposed onto a virtual 3D community talking about advantages of membership, we have created engaging content that works strategically and creatively to achieve our aims.”